Larry Bodine posted today about The Essential Little Book of Great Lawyering. I’d like to recommend Selling the Invisible, by Harry Beckwith. While this isn’t Lawyer specific – it delves into the mind of a consumer who is considering a service purchase. Beckwith’s beginning premise is that it is very difficult to evaluate the quality of a service – there is very little opportunity to kick the tires. Instead, consumers look to clues to a service’s quality. (Avvo is doing our best to help consumers kick the lawyer tires.) Beckwith explains that, for the same reason most people buy the orangest orange in the grocery store, even though the color is unrelated to the taste, consumers will look for lawyers who exude lawyerness. (How many lawyer pictures have you seen in front of the obligatory bookcase full law books?) The book is a short, fun, eye-opening read, full of examples that you’ll use again and again.

This entry was posted on Wednesday, July 18th, 2007 at 10:07 pm by Conrad Saam, Marketing and is filed under Marketing for Lawyers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.