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.