English and Welsh lawyers are waking up to a new competitive threat. It’s called bullshit, also known as PR.
Law firms inEnglandandWalesare preparing themselves for battle. In October this year the Alternative Business Structure comes into force, opening up the market to a new glut of competition.
In addition to this, and the seemly increasing number of unqualified Will writers and employment law charlatans exchanging crap advice for hard earned money, is QualitySolicitors. This is to my knowledge the UK’s first legal franchise which is being fronted by everyone’s favorite TV show panel judge for the mentally ill – Amanda Holden.
The QualitySolicitors concept has taken a hammering from the legal world who, by and large, feel they are cheapening the profession. Whist there is a real danger of this, most comments I have read by lawyers could be translated into: “we’re scared and don’t know what to do.”
I actually think that their approach, and that of the Alternative Business Structures, might result in law firms taking an objective look at themselves and sharpening their own marketing efforts. In addition law firms might benefit, by which I mean make more sales, by ‘piggybacking’ on the back of a general increase in awareness of the need for their services – for instance that 4 out of 5 people still don’t have a Will.
Anyhow, aside all that, law firms will start to understand just what a dog-eat-dog world we live in and how marketing can have a massive impact on their fortunes. This brings me on to my main point, public relations. A marketing tool that wields huge power but is very rarely used to full impact by law firms.
This is clearly not the case at QualitySolicitors. A couple of weeks back Amanda Holden appeared on ITV1’s This Morning programme promoting the brand she is paid to. She apparently commented: “You can walk into WHSmith… there is a list that is now recommended by the public, for the public, of solicitors who are kosher, who are not going to rip you off and who can help you. And it’s completely free, you get advice free and then you can get any information you need.”
Asked who drew up the list of solicitors, she suggested QualitySolicitors had official Law Society backing as she continued: “There’s a governing body for solicitors and what they’ve done is they’ve gone to each town, they’ve picked the best solicitor from each town so there’s not a whole load of them and they’ve done a survey, they’ve contacted the clients… listened to the feedback, picked the cream of the crop and put them on that QualitySolicitors list.”
This is bullshit of the highest order that has got thousands of solicitors up-and-down the land moaning on websites and contacting the law society to issue a clarification.
However law firms need to wake up as this is how the competitive world of business works. At every opportunity businesses try to get valuable media coverage, preferable via a celebrity, to promote their brands even if what is being said is questionable. Even if an apology was made by QualitySolicitors or a clarification issued by the Law Society the message is out and the damage done. Now I am not condoning lying about your service and marketing proposition, I’m just being honest about the reality of business and the tactics used. Law firms need to stop obsessing about competitors marketing efforts and look at how they are going to compete in a new competitive world.Follow @carl_weston