The Trial Lawyer Winter 2018 - Page 22

DOWNTOBUSINESS THE DRASTIC DIFFERENCE BETWEEN LEGAL ADVERTISING AND LEGAL MARKETING By Harlan Schillinger Lawyers know how to advertise. In major markets around the United States, television advertising for legal service is big business. It’s not uncommon to see top law firms spend hundreds of thousands of dollars each year to reach the public through traditional TV, as well as radio and digital ad spots. Marketing is a whole different animal. But far too often in the legal sector the two — advertising and marketing — are considered one in the same. But let’s be clear: Making a TV ad or even advertising on the Internet for cases is not marketing. The two are not interchangeable. 20 x The Trial Lawyer Let me explain why — and why distinguishing between the two may be critical to your business. Advertising Versus Marketing First let’s define the two business strategies. Advertising is “the activity or profession of producing advertisements for commercial products or services.” Marketing is defined as “the action or business of promoting and selling products or services, including market research and advertising.” Hence the confusion. Marketing appears to “include” advertising.