That's because of how he put together his two-minute SuperBowl commercial which aired in his local market in Georgia. You can view here.
As you will see, if you haven't already watched it a million times, is that it's a mashup of many tactics. Put together, they create an impression of Casino as someone who can get thing done for you. Now, isn't that what you want in a personal injury lawyer.
The mix includes cartoonish graphics, a narrative about the death of his brother which he's avenging, a mea culpa about once being a defense attorney and ambiguity whether he is the force of darkness or light. Casino is the kind of guy we certainly want to have a beer with. We want to know him better.
Bloomberg Business Week noticed Casino. Here is Paul Barrett's discussion of Casino's brilliance at getting attention. And isn't attention the name of the game for all of us in professional services, not just law.
So, what can we learn from Casino? Here are just a handful of the lessons for positioning and packaging ourselves to get lots and lots of attention.
Take smart risks. Obviously Casino knows his way about performance art. Those of us who don't should hire a promoter who does. Following the usual modus operandi won't frame your messaging as worth bothering with.
Make yourself part of the message. Casino wove in several personal anecdotes. We got to know him. That's what social media is all about. The trick is to do that disclosure in a compelling way that resonates.
Be visual. At the very least use infographics in your marketing material. Better is to have moving pieces as in an artfully made online video.
Dare to take people's time. A two-minute commercial delivers the message that you know you have something worth people's time to say.
Use dark humor. Whether Casino knows he is funny is irrelevant. He amused us and we like that.
Now we should all return the drawing board of our marketing materials and think about how we can graft on the parts of Casino which align with our own branding and organizational culture.