the sunset geese –
a tailgater honks
The f/k/a Gang started complaining about the trend in lawyer marketing years ago — the constant stress on brand creation, selling strategies and self-promotion. (see, e.g., “Brand Lex” and “lawyers as tin men“) In “Is legal marketing spoofable?,” we noted that almost all lawyer marketing was turning into a parody of marketing. Meanwhile, our distate over the advent of advertising on lawyer weblogs now seems hopeless outdated and naive. And, our praise for weblogs with a strong personal voice and content that is “interesting and well-said” seems downright old-fashioned.
What brought all this to mind is Scott Greenfield’s confession a few days ago at Simple Justice that “constant, obsessive, flagrant effort at marketing” that he sees at most lawyer weblogs “has me in a twist.” See “Networking, Thought Sharing and Enough Already” (Nov. 18, 2008). Scott says:
What I’m seeing is that the “how to” of marketing, the advice on self-promotion and, worst of all, the language that pervades blawgospheric discourse has become increasingly directed to open, notorious marketing. Many of the most popular blawgs around are solely directed toward marketing. Many of the best writers in the blawgosphere post only about marketing. How to snag the last client on earth will be the final post in the blawgosphere.
Is this all we lawyers are? Is this all we want to be?
Scott also pokes fun at the fog of marketing lingo that has spread across the blawgisphere. He worries: “One of my gravest fears for the blawgosphere is that it will turn into one giant infomercial, all about self-promotion and marketing, both to other lawyers . . and clients.”
The response (similar to when this weblog passes judgment on lawyer activity that seems a bit too acquisitive) was defensive and angry, and poor Scott ended up spending far too much of his week replying to the carping. He probably doesn’t really want any more attention, but — if you tend to agree with his analysis and perspective — Prof. Yabut and I urge you nonetheless to head over there a show your support.
by april wind
oystercatchers deep in
the cockle truck tracks
into the slates
a pigeon struts
in the manager’s box
… by Matt Morden – Wing Beats: British Birds in Haiku (Snapshot Press, 2008);
orig pub.- Stumbles in Clover (Snapshot Press, 2007)
except: “stadium tour” – A Dark Afternoon (2000)