There are few products more boring than shampoo.
For your hair.
Yet there have been some notable efforts over the years to differentiate it, or make shampoo seem more interesting or useful. Clairol Herbal Essences took this to a ridiculous extreme (click here or here) and “organically” grew its market share. [Silly NSFW parody here…]
Perhaps my favorite example is this Thai television commercial for Pantene’s “Chrysalis” shampoo, in which a young deaf woman triumphantly learns to play the violin, below. If this spot doesn’t move you, you’re made of stone – it’s four minutes long and absolutely worth watching in its entirety.
Law is a profession full of actual drama and incredible achievements.
Lawyers deal with human tragedy and success on an almost-daily basis. We make astonishing business and technological achievements possible and help the weak overcome unimaginable odds. Without lawyers, entire industries wouldn’t exist and global transactions wouldn’t be possible. We help our clients accomplish absolutely amazing things. Or consider Accounting, whose professionals ensure the viability and success of people and businesses who are doing important work.
So – if Pantene can make you cry while selling a generic, low-end commodity like soap. . .
Then why is most law firm marketing so boring?
Why do so many law firms still show skylines, artistic abstracts, and generic smiling lawyers on their website home pages? We can do better. We must do better.