The old adage that any publicity is good publicity may be true - especially in the realm of law firm marketing.
Okay, so maybe that old saying needs a bit of work. Certainly, losing cases wouldn't be good publicity - but advertising something kind of controversial, like free divorces, might be something that can help push a firm into the public limelight.
One British firm, Follett Stock Solicitors, is doing just that. The firm is offering free divorces so long as couples contact the firm before a June 30, 2011 deadline.
Follett Stock Solicitors' advertisements may be a bit kitschy for your firm, but they do the trick. In all-caps on the front is a large "FREE DIVORCE" text, followed by the questions, "Do you need a divorce? Would you like a lawyer who is straight talking and hates jargon? Would you like to have a FREE divorce?" The ad then instructs those who answer "YES, YES, YES" to contact the firm, according to The Daily Mail.
The free divorce offer has garnered even more publicity with church leaders in the area strongly against the deal. They believe that the free divorce deal goes against a couple dissolving their marriage at their own pace, and that it might encourage married couples to split without giving other methods, like marriage counseling, a chance, The Daily Mail reports.
Of course, a firm can get publicity and word-of-mouth advertising by offering free legal services that might not gain the ire of the church. While free divorces may be something that Follett Stock can offer its clients, other firms might be able to offer some other form of free legal services.
Offering free legal services might have the initial effect of causing a the drain on firm resources. But there is the chance that with increased clients and increased referrals, firms can actually come out on top.
It all really depends on your view of law firm marketing. For conservatives, a promotion like the one Follett Stock used might not be what they want their firm's public image to be. But for those who are looking to gain new clients, publicity - even negative publicity - can translate into work.