I get asked all the time, "How can service firms get word of mouth? We're too boring to use all those techniques you talk about."
Bull.
Check out The Parsinen Law Firm in Minneapolis. Their marketing is so cool that it makes the hippest ad agencies jealous.
They published "Despicable Lawyer" magazine to make fun of the reputation of most law firms. See it here.
Their Little Black Book is a fascinating 100-page guide to every cool friend of theirs. It supports local businesses, shows off the personality of the law firm, and gets people talking about them. (Take a minute to check it out – it's worth it.)
I guarantee that every entrepreneur in town is drooling over the chance to work with them.
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Christine from TurboTax here. My thought on this one: if tax software is exciting enough for people to want to share (and they do), finding the right lawyer can be too.
I think of it this way: “boring” industries often specialize in taking away a painful task. Removing pain can be just as delightful to the end user as adding something light and fluffy to the user experience for other industries. Where there is delight, your customers will talk – it’s just that simple. It’s my job as a marketer to enable those talkers to reach a larger audience.
Christine Morrison, TurboTax Social Media Marketer
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