Link: Download This: YouTube Phenom Has a Big Secret - WSJ.com. Clearly the music business is starting to "get it" regarding viral marketing, but what about the legal industry? Coming from a background in the tech industry, where marketing is like breathing, the legal industry appears to me to be a "strange bird" indeed. Lawyers seem to think that there is something untoward about marketing and self promotion. Why is that? Well I don't know but I suspect that some incumbents have a vested interested in propagating this myth.
Sure there are the professional responsibility rules that prohibit certain activities, but I can assure you that I have read them carefully and there is lots of room for creativity, either despite the rules or perhaps because of them. Law school certainly does not prepare anyone for the "business of the law" and in some ways helps propagate the "we are too dignified" to market mentality.
Marketing is not evil. It is the American way. If done correctly it can be both honorable and profitable! The Internet is providing a kind of "leveling effect" and opening up niches right and left, the key of course is "how to get the word out?" The answer is to use the medium as intended (i.e. swim with the sharks) and become literate regarding how Google works, especially its page rank algorithm.