As you embark on this course, it is important to understand how marketing for lawyers differs from traditional marketing and what is meant by the term “legal marketing.”

Traditional marketing covers strategies and practices used to promote products or services across all industries. It typically focuses on attracting customers, building brand awareness, and driving sales through advertising, public relations, social media, and more.

Marketing for lawyers, however, involves the promotion of legal services within a highly regulated profession. Attorneys must adhere to strict ethical codes, advertising guidelines, and jurisdictional rules when marketing their services.

This means that certain strategies common in traditional marketing, such as superlative claims, aggressive solicitation, or the use of unsubstantiated titles like “expert”, may be prohibited or require careful modification in the legal context.

It is important to note that the term “legal marketing” refers to the marketing and promotion of legal services, not to the legality of the marketing itself.

Legal marketing addresses how lawyers can responsibly and ethically attract and serve clients, while maintaining compliance with all professional standards and regulations.