At the core of every successful law firm lies a foundational truth: putting people first. This principle has guided many legal professionals throughout their careers, including one who recently reflected on this value after a conversation with legal marketing icon Harlan Schillinger. During a discussion on the Going Forward podcast, Schillinger emphasized the critical role of compassion and a strong internal culture in legal marketing and client relations, challenging traditional practices within the industry.
A Wake-Up Call for Legal Advertising
Schillinger is known for his candid and straightforward approach. During the podcast, he critiqued the current state of legal advertising, highlighting the prevalence of what he termed “speed and greed.” He observed that many firms prioritize transactional messaging with cookie-cutter ads that proclaim, “Call me now! I’ll get you the biggest settlement!” According to Schillinger, this approach devalues the legal profession and erodes client trust.
His critique struck a chord. Many law firms might inadvertently focus too heavily on outcomes like big payouts and courtroom victories, potentially neglecting the human element of their work. Schillinger’s assertion that “you get what you ask for in advertising” serves as a powerful reminder: if firms wish to attract clients who value integrity and empathy, their marketing must reflect those same qualities.
Culture: The Foundation of a Significant Firm
A major takeaway from Schillinger’s insights was the importance of building a strong internal culture. However, he clarified that culture is not about superficial team-building activities or trendy office perks. Instead, it stems from deeply rooted values that shape every decision, interaction, and client relationship within a firm.
Schillinger shared compelling examples of law firms led by individuals who prioritized compassion and their clients’ well-being. These firms achieved not only success but also significance. They became known for their integrity, dedication, and genuine care for the people they served. By focusing on these values, they made a lasting impact, both on their clients and their communities.
Shifting the Message: From "I'll Fight for You" to "I'm Here for You
Schillinger’s observations also highlighted the need for law firms to move away from the aggressive “fighter” archetype in their marketing. While such messaging may grab attention, it often fails to convey the empathy and understanding that clients seek during challenging times.
Instead, firms are encouraged to focus on messages of compassion and support. Clients want to know their attorney is more than a legal advocate—they want someone who understands their struggles and will guide them with care and respect. By shifting the narrative from "I’ll fight for you" to "I’m here for you," firms can humanize their practice and foster deeper connections with their clients.
Taking Ownership: Learning, Listening, and Evolving
Schillinger also emphasized the importance of law firm leaders actively engaging in their marketing efforts. Delegating everything to external vendors isn’t enough. Instead, leaders must “read the scorecard,” analyzing data to determine what works and what doesn’t, and making informed adjustments to their strategies.
Additionally, listening to client feedback is critical. This input serves as a valuable resource for refining services and ensuring that marketing messages resonate with the intended audience. By staying engaged and adaptable, firms can evolve to better meet client needs.
Beyond Success: Building a Legacy of Significance
For many legal professionals, Schillinger’s insights are a call to action. Building a successful law firm is about much more than courtroom victories or profit margins. It’s about leaving a legacy rooted in compassion, integrity, and a commitment to service.
A strong internal culture not only attracts clients but also draws talented professionals who share a firm’s values. By fostering an environment where team members feel aligned with the mission, law firms can build organizations that are both successful and significant.
One legal leader recalled a lesson from their father that perfectly encapsulates this philosophy: “Nobody gives a shit how much money you have when you die. You’re going to be judged by how you treated people.” This wisdom underscores the enduring importance of compassion in the legal profession.
Moving Forward with Purpose
Inspired by Schillinger’s wisdom, many legal professionals are now re-evaluating their firms’ core values and marketing strategies. By focusing less on transactional outcomes and more on relational connections, they aim to create firms that are known not just for legal expertise but also for their heart.
In shifting their approach, these leaders are embracing the challenge to be significant, not just successful. And in doing so, they are creating legacies of compassion, integrity, and unwavering dedication to their clients and communities.
Want to learn more, listen to the entire podcast here.