That’s my Slaw post for today. It reads as follows:
Conventional wisdom is that law firm web sites should contain a list of major deals the firm has worked on. I’ve always thought that was wrong – but didn’t really understand why until this morning.
I attended a TechAlliance breakfast club seminar where Nick Hall of Hall Associates ( @hallassociates ) spoke about Brand Promise.
One of the examples he used was a hairdresser. The brand experience a good hairdresser provides is confidence – not a haircut. Confidence that the hairdresser uses her/his expertise to make the customer look and thus feel good. That results in loyal customers who will come back and refer others.
If it was just about experience, a hairdresser would line their walls with bags of hair they had cut.
Law firm web sites listing all the deals they have done is like displaying bags of hair.
Thanks for coming this morning David. My goal was to turn some lights on, and it appears I succeeded. Your response has made my day.
Cheers
Nick
Just a thought about the hairdresser analogy: Could competency and benevolence, which are necessary requirements for trust, be better suited for the analogy?