"The People's Governor" is now fighting "for the people" at Morgan & Morgan, a personal injury firm in Florida.
Former Florida Gov. Charlie Crist recently joined the firms' ranks in a dual role: attorney and pitchman. While not every law firm will be able to land a former governor, law firm marketing is essential to drive business, and sometimes finding a suitable pitchman for the firm will do wonders.
Crist seems happy with his new job. "It's an honor to promote the firm," Crist said in an interview, as reported by the WSJ Blog.
Floridians are familiar with Crist, as he unsuccessfully ran for governor last year as an independent candidate. Crist joined the firm after the election. Morgan & Morgan is headed by former advisor and campaign donor John Morgan.
The firm is undoubtedly hoping that Crist's role in the firm will bring sought-after publicity. In fact, ads featuring Crist are already cropping up on TV screens throughout the Sunshine State. They're also making a national splash on YouTube.
With the recent economy, law firms are increasingly thinking of the importance of marketing the firm's practice. After all, marketing is all about distinguishing your firm from the competing firm down the street.
Specializing in particular fields has been suggested as a good way to distinguish a firm from the many general practice offices. Following from Morgan & Morgan and Charlie Crist's example, another way to distinguish your firm might be to get a great pitchman for the firm.
As the number of lawyers in the U.S. grows, sometimes a firm might need to take into consideration a public figure that can speak at seminars to drum up interest, be the face of advertisements, and the voice on the radio. A talented pitchman, who has charisma and personality, can help bolster law firm business.
Of course, not all law firms are going to end up with a former governor who can be the public image of the firm. But, you do not necessarily need that level of publicity - and there are only so many former governors out there.
- Class Action? Or Slip and Fall? (WSJ Blog)
- Marketing a Start-Up Solo Practice (FindLaw)
- Critiquing a Small Law Firm's Website: What Not to Do (FindLaw's Strategist)