So, when a member does, the odds are that the outreach can generate over-the-top results. Pennsylvania criminal defense lawyer Daniel Muessig is a recent example of that.
Muessig's background in hip-hop conditioned this to make one of the most candid and in-your-face promotional videos. Ever. Here you can view it and read Amanda Hess' interview with Muessig in Slate. When you do, you will understand why it has gone viral, got the phone ringing non-stop and attracted media attention.
Candor, because it is so rare, is a very disarming entity. It breaks through people's protective layers. They are ready to trust. That's the first step in the process for buying a service like legal representation.
In the video, Muessig has street types emerging from the courthouse in a happy mood. Their body language blares: We won our case. Then the audio portion says, "Thanks, Dan." Dan can thank himself for having the smarts and courage to do this commercial. The American Bar Association should invite him to deliver a keynote speech on marketing and sales.
Thank you to Charlotte Toal of central Pennsylvania for flagging me on Facebook about this news. Toal and I were roomies in college. She became an artist who married a lawyer. The good news is that their daughter Julia also became an artist, not a lawyer. I became a writer whose fantasy of becoming a lawyer landed her a 1L at Harvard Law. She fled with the first lucrative offer to ghostwrite a book and return full time to communications.