While I’m out of the office for our 2023 European Regional Conference in Prague, I am bringing you a guest post from a familiar writer – you may remember hearing from Alina Crisu of LLPO Law Firm in Nicosia, Cyprus previously when she wrote about Optimisation – the key to success in a crowded market or Trending topics…a fool’s errand? or when we had her on as a guest on our podcast. This week, she’s discussing myths about legal marketing.



Before diving into the intriguing world of debunking myths about legal marketing, let’s make one thing crystal clear: We’re not here to rain on anyone’s parade.

The below series of myths are purely for entertainment purposes, not for your next courtroom strategy.

I encourage you to share your thoughts, anecdotes, questions, and even your own myths about how marketers perceive the legal realm.

So, without further ado, let’s unveil the myths and debunk them one by one. Here’s to enlightening discussions and a legal marketing world without the shadow of doubt!

1. “Marketers and Business Development specialists often struggle to comprehend the unique nature of legal work.”

While it’s true that legal work can be intricate and specialized, the idea that marketers and business development specialists can’t grasp its unique nature is, well, a myth. In fact, collaboration between legal professionals and marketing experts can lead to a harmonious blend of expertise that benefits both parties and the firm as a whole.

This understanding empowers them to develop tailored strategies that promote the growth and success of law firms in an increasingly competitive legal landscape. Marketers and Business Development specialists bring valuable skills in identifying target markets, building client relationships, and implementing successful marketing campaigns.

By implementing effective cross-training and communicating clear objectives the lawyers can provide invaluable insights into the intricacies of legal work and help marketing teams to tailor their strategies effectively.

  • Complex industries that have marketing and business development teams: Technology & IT, Finance, Investment, Pharmaceuticals, Biotechnology, Aerospace, etc.

2. “Marketing is not necessary for law firms”

Some lawyers believe that their reputation and word-of-mouth referrals are enough to sustain their practices. However, in today’s competitive legal landscape, effective marketing is essential for attracting new clients and staying ahead of the competition.

Marketing is necessary to build a robust online presence, create engaging content marketing, foster professional relationships, utilizing targeted advertising, and prioritizing client satisfaction. These are key pillars of a successful legal marketing strategy. Such elements not only enhance a law firm’s reputation but also play a vital role in attracting and retaining clients in today’s digital age.

If Coca Cola, Mercedes, Tiffany and other renowned companies have a marketing team then so should your law firm.

3. “Marketing is only for big law firms”

Another common myth is that marketing is only relevant for large law firms with substantial budgets. In reality, marketing strategies can be tailored to fit any law firm’s budget, size, and goals. Even small and solo practitioners can benefit from targeted marketing efforts. Hiring a generalist marketer who can then coordinate the strategy is ideal for small law firms.

4. “Marketing is unethical for lawyers”

Some lawyers mistakenly believe that marketing is unethical or unprofessional for the legal profession. Marketing is not inherently unethical for lawyers. In fact, legal marketing can be conducted ethically and is governed by specific rules and regulations set by legal authorities. These rules are designed to ensure that lawyers maintain high ethical standards while promoting their services.

5. “Marketing is solely the responsibility of the marketing department”

It’s a common misperception that marketing falls exclusively under the purview of the designated marketing team or department within a law firm. However, in today’s legal landscape, this myth doesn’t hold true.

Every lawyer within the firm plays a role in marketing. Building personal networks, engaging with clients, and consistently delivering excellent legal services are all integral components of effective marketing efforts.

In essence, marketing isn’t just a department; it’s a collective effort that involves every member of the firm. Your actions, interactions, and dedication to client satisfaction all contribute to shaping the firm’s brand and reputation. So, remember, you’re not just a lawyer; you’re also a key player in the firm’s marketing success.

These myths are as mythical as a unicorn in a law library. In reality, marketing is a dynamic tool that can elevate the legal profession, helping lawyers and their firms flourish.

So, whether you’re a lawyer, a marketer, or somewhere in between, keep those discussions going, share your insights, and never stop seeking the truth in this ever-evolving legal marketing landscape.

May your campaigns be compelling, your clients be content, and your myths forever debunked!

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the goals of a global professional services network. She manages all major aspects of the Network, including recruitment, member retention, and providing exceptional client service to an international membership base.

In her role as Executive Director, Griffiths manages a mix of international programs, engages a diverse global community, and develops an international membership base. She leads the development and successful implementation of major organizational initiatives, manages interpersonal relationships, and possesses executive presence with audiences of internal and external stakeholders. Griffiths excels at project management, organization, and planning, writes and speaks with influence and authority, and works independently while demonstrating flexibility in thinking, especially in challenging situations. She also adapts to diverse and dynamic environments with constant assessment and recalibration.

JD Supra Readers Choice Top Author 2019

In 2021, the ILN was honored as Global Law Firm Network of the Year by The Lawyer European Awards, and in 2016, 2017, and 2022, they were shortlisted as Global Law Firm Network of the Year. Since 2011, the Network has been listed as a Chambers & Partners Leading Law Firm Network, recently increasing this ranking to be included in the top two percent of law firm networks globally, as well as adding two regional rankings. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry and was included in Clio’s list of “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful, and useful.” Ms. Griffiths was chosen as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February 2009.