Subscribe to The Lawyer's Lawyer Email Alerts

Legal Marketing Secrets

Q. As a high-volume accident lawyer, I've been approached by a marketing firm with "proprietary tools" that can send me at least a dozen cases per month. May I use this service?

A. Though you may delegate certain marketing tasks to non-lawyers, you cannot delegate your duty to comply with the Rules of Professional Conduct.

Beware of those who guarantee you a certain number of accident cases over a specified period or use "proprietary" methods that they won't disclose.

Many successful businesses guard their trade secrets. KFC, Coke and Pepsi keep their secret formulas to themselves, locking them away in a vault to which few have a key. But one can sell fast food and drinks without worrying about legal ethics rules or the marketing restrictions that come with them.

Lawyers are different. Encumbered by significant regulation, we may not take the same liberties as our lay counterparts.

Unlike other business people, we may not "talk to strangers" who need specific legal services unless they approach us about them first. Such "solicitation," whether we initiate the communication ourselves or have someone do it for us, is expressly prohibited in Rule 7.3.

Coke and Pepsi may pay celebrities to endorse their products. We may not. Rule 7.2 forbids lawyers from paying anyone to recommend their services.

Other industries may run comparison ads to show why they're better than the competition. But advertising our superior skills, boasting of verdicts and awards that we've never actually achieved, or promising outstanding results have no place in legal advertising. Madison Avenue thrives on hyperbole and "puffing" as means of capturing attention and boosting business. If we do likewise, we may capture the attention of Bar Counsel in ways that may ultimately kill our business.

Whether or not we think of ourselves as marketers, we cannot avoid these restrictions by outsourcing these tasks to unsupervised laymen. If these marketers use tactics which violate the Rules of Professional Conduct, we won't escape sanctions by pleading ignorance of their secretive "tools."

So while we wouldn't ask Kentucky Fried Chicken to reveal its seven herbs and spices or demand the formula for Coca-Cola, we cannot retain salespeople who keep their marketing methods to themselves. To ensure ethical compliance, we must insist on transparency. Exactly how will they attract prospective clients? How will they communicate with them? What "pitch" will they may make on our behalf? How can they guarantee a dozen referrals per month? Who will be involved in these efforts?

When salespeople sell their "proprietary tools," the ingredients of their secret sauce often include:

➤ "Runners" who chase ambulances, arrive at crash scenes and canvass hospital emergency rooms in search of accident victims who need lawyers
➤ Cutting deals with shady health care providers to steer patients in your direction
➤ Pulling motor vehicle collision reports to identify accident victims for direct solicitation
➤ Kickbacks to referral sources
➤ Placing advertisements in print, online or broadcast media which have not been vetted for ethical compliance

These tools are as effective as they are dangerous. By using them, or retaining outsiders to use them for you, you can build a large client base in record time — one that will last until one of these clients calls these tactics to Bar Counsel's attention.

Crossing the Border
Profiting from Retainers

Related Articles

 
Attorney Grievance defense attorney specializes in defending lawyers in disciplinary proceedings before the Maryland Attorney Grievance Commission and the D.C. Bar's Board on Professional Responsibility involving professional misconduct, legal ethics, disbarment, suspensions of law licenses, petitions for disciplinary action, reprimands and sanctions for unethical conduct. If you receive a letter from Bar Counsel Lydia Lawless, Disciplinary Counsel Hamilton Fox, or from any attorney disciplinary board in Maryland or the District of Columbia, retain experienced attorneys with expertise in lawyer discipline and breach of ethics cases to avoid sanctions for professional misconduct. We help lawyers avoid disbarment, suspension, reprimands, censure and informal admonitions by drafting responses to client grievances and ethical complaints; representing lawyers in peer reviews, evidentiary hearings, and oral arguments before the BPR and the Court of Appeals; filing petitions to reinstate an attorney's license to practice law; conducting law firm ethical compliance audits; and drafting legal ethics opinions to protect lawyers from ethics charges. In many cases, disciplinary proceedings may be dismissed, dismissed with a warning, or result in a conditional diversion agreement with Bar Counsel to rectify misconduct. Lawyers may need help in managing their law firm attorney escrow IOLTA trust account and complying with attorney trust accounting rules to avoid charges of ethical misconduct. Do not represent yourself in responding to an attorney grievance, law firm client complaint, or other allegation of ethical impropriety. Attorney grievance defense counsel may help you comply with legal ethics rules, avoid sanctions like suspension or disbarment, and avoid future attorney grievances.

410.581.0070

By The Lawyer's Lawyers | Kramer & Connolly and Irwin R. Kramer who are responsible for the content of this informational website.   This website is designed for lawyers faced with attorney grievances. As cases do differ, past performance does not guarantee future results.
 

NOT AFFILIATED WITH THE ATTORNEY GRIEVANCE COMMISSION OF MARYLAND
OR THE BOARD ON PROFESSIONAL RESPONSIBILITY OF THE D.C. BAR