Understanding Legal Marketing with Harlan Schillinger: The Grandfather of Legal Advertising

When delving into the intricate world of legal advertising and marketing, you might not think to turn to someone affectionately dubbed its "grandfather." But Harlan Schillinger, with an illustrious career dating back to the late '70s, has firmly established himself as the visionary force behind the industry's evolution. Known for pioneering the first television ads for legal services, Harlan's unique insights are coins of wisdom in the marketplace of legal advertising.

In my conversation with Harlan we get into his actionable advice for modern law firms to break from the crowd and excel.

You can list to the full conversation with Harlan right here:

Harlan’s legal industry story begins in 1978, when television screens first flickered with ads promoting legal services. Harlan Schillinger was the mastermind behind those groundbreaking commercials, revolutionizing how law firms reached their potential clients. Fast forward to today, Harlan has worked with over 140 law firms spanning 98 markets across North America. But more than just stats and records, it’s his philosophy that sets him apart.

To understand Harlan's approach, you need to grasp his take on the current legal marketing landscape. According to him, legal advertising has always been in a state of transition. Today, that transition is spurred by a deluge of advertisers and an equally booming appetite to consume information across multiple channels. Yet, even amidst this maelstrom, Harlan preaches simplicity. "Don't complicate things," he insists. The world might be evolving, but our need for common sense and straightforwardness never will. Law firms often err by complicating their strategies, leading to inaction and confusion.

Here are a few take aways I had from my conversation with Harlan:

Culture Eats Strategy for Breakfast

One of Harlan’s key lessons is the role of culture within law firms. It’s not just about hiring the best legal minds or deploying high-end marketing strategies; it’s about creating an environment where employees feel valued and clients sense genuine compassion. A standout culture transforms a law office from a legal factory into a firm where exceptional service is the norm, not the exception.

It's like the Ritz Carlton versus Holiday Inn. Both serve the purpose of lodging, but what distinguishes the Ritz is the experience rooted in its culture. Clients need to feel special and respected, something many legal ads glaringly miss.

The “Sheep” Fallacy: Breaking the Cycle

Law firms often fall into the trap of “sheep mentality.” If one firm uses a specific strategy and succeeds, others blindly follow suit, hoping for similar results. However, Harlan warns against this. Instead, firms should carve their unique paths, understanding their goals and devising strategies that genuinely reflect their core values and vision.

Bare Essentials: Compassion in Legal Advertising

Harlan identifies a critical element missing in today's legal ads—compassion. The race to outdo competitors with bigger settlement claims and louder accolades has overshadowed the profound impact of empathy. A law firm must be more than a bragging billboard; it must be a beacon of understanding in a client’s darkest hour.

Intake and Conversion: The Ignored Goldmine

Firms need to pay more attention to their intake and conversion processes. Harlan emphasizes the importance of listening to client interactions—the calls, the conversations that reveal the unspoken sentiments. This, he argues, is where the real opportunities lie. Ignoring this aspect is akin to leaving stack of gold bars on the table, a sentiment often echoed but rarely acted upon.

It’s About Being Client-Centric

Drawing from the refined processes of brands like Ritz Carlton and Chick-fil-A, Harlan underscores the importance of a client-centric approach. These companies thrive on their exceptional customer experience, a feat law firms should aspire to mirror. Legal advertising should not be about the firm; it should be about the clients and how the firm can uniquely address their needs.

The Technological Frontier

In terms of emerging trends, Harlan is excited about the plethora of channels available today. However, he notes that while the channels are numerous—SEO, social media, OTT, etc.—the message's clarity and relevance remain paramount. He insists on embracing innovations but cautions against becoming too transactional and losing sight of the commitment to help people.

Next Steps:

In addition to listening to the podcast above, you can delve deeper into Harlan's wisdom at HarlanSchillinger.com. Reflect on his teachings and more importantly, take a moment to assess how your firm measures up. Are you the compassionate, culturally rich, and client-centric firm Harlan envisions? If not, it's time to make some strategic shifts.

Want to trade notes on ideas, strategies, and tactics for growth, book a call with me 👉🏼 here.