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AVVO, Rocket, Zoom, and other online comparison services understand that clients don’t inherently know all the factors that they need to consider in order to find the right lawyer for them and their situation. People are often scared and overwhelmed when searching for an attorney because they are in legal trouble. They are frantic and drowning in information, reviews, articles, and options.
People who are facing a criminal charge or a legal dispute want answers and help right now. Unfortunately, many are barely able to conduct a Google search and have no way to know the best ways to categorize or prioritize the different types of information that they do find. Potential clients also face a constant barrage of modern interruptions while they attempt to research their options: Facebook, phone calls, text messages, Instagram.
People today have short attention spans. There are now a ton of competing law firms just a quick mouse click or touch away, depending on which type of device is used. You can look up attorneys in one second. Websites like AVVO, Rocket, and Legal Zoom serve you up 10 attorneys per page, commoditizing their professional services. These websites make all the attorneys listed on them look exactly the same with one standard profile. A typical AVVO search result looks like this:
How would you decide which of the above attorney you want to hire based on those results? Below are three more attorney profiles. What do you notice about them? It is plain to see that they all use the exact same credibility claims and none of those claims enhance their perceived status. When every attorney uses the same claims, they become nothing more than a commodity with price as the only distinguishing factor.
Now, imagine that you had access to an ebook, written by an attorney, to help you understand which issues are important to you when selecting your lawyer. A lawyer marketing book does not have to be strictly promotional or feel like spam. Ebook writing and publishing for law firms provides an opportunity for attorneys to present their knowledge to potential clients in a unique and non-intrusive manner. Law firm book publishing allows an attorney to stand out from the crowd, offer a useful service, and become more than just another name on a list.