The mighty Seth Godin just posted a really interesting item on his blog. It's here:
Be warned: His post includes a fascinatingly weird little video that, as he warns, will "will never be fully scraped off your consciousness after you watch it, I promise." He's right.
The point of his post is that there are two audiences for any marketing story: the masses, and what Seth calls The Noisy People -- people who are aware of, and fascinated by, Jon Stewart, Macs and Peet's Coffee. A little bit of a facile metaphor, but basically spot-on.
What, you ask, does this have to do with legal marketing? Well, one of my clients is marketing a plaintiff's employment law practice. He's interested in connecting with potential clients who have been discriminated against in the workplace, and who command relatively high salaries. High salaries mean higher verdicts and awards, which means a higher contingent fee for him.
And this client has learned that the kind of clients he seeks are best reached not through Yellow Pages ads, but through ... the Internet. That's where better-educated, more sophisticated clients get their information. They're watching YouTube, not television. And they're reading blogs.
Lawyers, by and large, are not pursuing the masses. They're pursing the upper end of the food chain. And the Intrenet -- advertising, web sites and blogs -- are where that market is. And therefore, where they should be.