The folks at Apple bewitched us with the mystique of what the iplatform could do. We felt part of this magic in its retail. We want more so we listen to its commercial messaging. Advertising becomes astral travel.
Lawyers, on the other hand, focus on the law in their communications. That runs the course from the content of the website to the closing arguments at a trial. Yet, come on, who really cares much about the law.
Prospects are focused on being better than financially whole after a divorce and juries are human beings influenced by much more than points of law. O.J. Simpson's Dream Team knew that and conjured up great theatre. The nation watched the wizards at work.
How can lawyers cast spells on those they have to influence? In an article on Abovethelaw.com, Cara McDonald of LexbBlog provides some recommendations. Here is that article. But, it really comes down to exiting the seventh layer of hell about points of law and connecting with people's need to get control over reality. That's what magic is about.
Essentially, Jesus Christ, like the marketing people at Apple and the Dream Team, was a magician. That's why his mindset still endures. He turned water into wine. Lawyers should position and package themselves as transforming a patent fight into a zone of supernatural protection for that tech company.