The ever-thoughtful and social-media-savvy Doug Cornelius has a great blog post, Free and Law Firms, commenting on the book Free: The Future of a Radical Price and how it applies to the marketing of legal services. The book is written by Chris Anderson, the same guy who brought us Long Tail, The, Revised and Updated Edition: Why the Future of Business is Selling Less of More, a book that neatly describes new markets as shaped by the internet. Read Doug’s post, then order the book, and then start thinking about how it might impact the business of law firms.
Also, take a look at these links offered by Cornelius, and see how they might impact or shape how you approach, offer and sell your legal services.
Thanks for a great post Doug. Anderson’s last book did much to shape my thinking about marketing on the web, so I’ve ordered ‘Free’ for express delivery so I can read on my summer vacation.
UPDATE: Since posting the above I found another post by Free and the GP.on the same subject:
Thanks for your kind words.
Most of the criticism I have seen from the book comes from people that clearly have not read the book. He does not advocate that everything should be free. But when the cost of selling to your next customer is close to zero, you should round down and find another way to make money.