Much of the bargain-basement blogging B2C lawyers have been doing in the chase after SEO (search engine optimization) creates the same force field. Of course, that's not bringing in much new business. And it might be driving away current clients.
Cruise Craigslist and there is a growing number of help-wanted for bloggers which pay peanuts. Some of the ads are placed by lawyers. Some by enterprises framing themselves as "legal marketers." Since they operate at bargain-basement rates the odds are high they will not contain quality tactics for the sales process. After all, commercial blogging is about getting to the close on a sale. (Ha-ha-ha, some blog posts don't even contain that call to action which leads to closing.)
Instead of setting up and maintaining blogs, B2C lawyers might find it more useful in marketing to provide seminars about their niches, self-publishing an e-book on their computers for free distribution, and joining community groups.
Goodman is yet another attractive anti-hero. Not quite up there with Tony Soprano, but interesting enough. That's not an identity we look for in legal counsel from a B2C player.