Challenging the Billable Hour in Public

A law firm has created and is running an ad campaign that challenges the billable hour. Larry Bodine writes about it.

In marketing, the standard advice is “be different.” McGuire Woods certainly will be that with its ad campaign and may just succeed in increasing. Some years ago, Ross Fishman used this technique (be different) to create a large buzz when his firm “guaranteed” that people would be satisfied with the service they received from the firm. Today, that firm has grown substantially, in part, because of the very successful ad campaign. The offering of the campaign was so different that business publications like Wall Street Journal, et al, picked it and ran news stories about the campaign and the firm.

Now that’s getting a “bang for your buck!”


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