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General Counsels Want Law Firm Marketing Pitches to Stand Out

By Jason Beahm on March 15, 2011 | Last updated on March 21, 2019

Attorney Ken Grady says he identifies with the dog in the "Bacon Bits" commercial. The popular commercial featured a dog with selective hearing, that only heard: "Blah, blah, blah, Bacon Bits. Blah, blah, blah, Bacon Bits." 

Grady recently spoke at a Georgetown Law School conference on law firm marketing, the state of law firms and their clients and how to stand out, the ABA Journal reports.

"With law firms, it's become 'blah, blah, blah, Law Firm name. Blah, blah, blah, Law Firm name.' According to Grady, after a pitch is over, if you ask general counsels: "what stood out after listening to a law firm pitch?" they won't be able to remember anything. According to Grady law firm marketers, are saying the same thing, the Am Law Daily reports.

Grady says that law firms seem to only be offering generic pitches or telling prospective clients what they want to hear. Grady says it's kind of like in the movie Pretty Woman, when Richard Gere asks Julia Roberts for her name. She replies, "What would you like it to be?"

On a similar note, Grady says he asks firms 'What do you do,' and gets the reply 'What would you like us to do?' He says that simply doesn't suffice, especially because he knows that firms can't do everything.

So how can you stand out? If you're going to pitch to general counsels, get to know their company and their needs first. If you demonstrate actionable knowledge, they are far more likely to hire you.

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