I’d like to introduce you to Leigh McMillan, VP of marketing here at Avvo. Leigh asked us if she could share some breaking news on a new ad campaign, so we’re happy to give her the floor.

 

combating lawyer stereotypes

 

Our mission at Avvo is to reduce the fear, uncertainty, and anxiety that consumers have when facing a legal issue and to connect them, with as little friction as possible, with the right attorney to help them.

 

People have trepidation when it comes to finding and hiring an attorney, and like it or not, stereotypes about attorneys feed this fear.  Ambulance chasers, vultures, nickel and dimers are labels we’ve all heard that often manifest themselves in the form of the rarely funny, but often repeated lawyer joke. Every year, Gallup conducts a nationwide poll to assess how consumers rate the honesty and ethical standards of professionals in different fields. Lawyers routinely rank in the bottom quartile—most recently just below state governors and just above insurance agents.

 

Avvo wants to help change negative perceptions about lawyers. We know and love the attorneys that participate on Avvo.  Every day we see attorneys sharing their expertise and compassion in our Q&A forum. We want consumers to see more of what we see, so we’ve launched an initiative to highlight great attorneys in our community in multiple ways. The Avvo.com homepage now features, in a big way, a handful of awesome attorneys that contribute to Avvo. We also work to place articles on legal trends or practical tips from our attorneys in the consumer media.

 

And now, we’ve launched a new online video campaign called I Am an Avvo Attorney. The campaign tackles the stereotypes about attorneys head-on by contrasting a silly lawyer joke with an engaging attorney to challenge the stereotypes and show that attorneys are members of our community and are dedicated, trustworthy advocates. The first 2 videos in the campaign feature Seattle business attorney Joleen Hughes, leader of her own firm, the Hughes Media Law Group.

 

Joleen is an awesome example of the passionate, compassionate and totally unique individuals that serve in the legal profession and participate on Avvo. Online video is both massively popular and crowded, but underutilized in the legal sector, which gives us an opportunity to reach consumers with a message that surprises and resonates. Consumers gave the spots big thumbs up in focus groups we held to determine if the ads hit the mark. If these initial episodes continue to resonate with viewers as we roll them out over the next few weeks, we plan to shoot additional videos featuring other amazing attorneys.

 

If you are interested in participating, let me know. In the meantime, please check out the episodes featuring Joleen and let us know what you think—you can email me at leigh(at)avvo.com—and if you like the spots, we hope you’ll share them with your social media networks.

 

Avvo: Watch the 1:30 video  (Lawyers, you will need to sign out to view the homepage.)

 

Youtube: Watch the :30 video

 

Posted on the behalf of Leigh McMillan.

4 Comments

Steven Shaw on April 7, 2013  ·  Reply

I applaud AVVO for the effort. David Ball, a jury trial consultant and trial lawyer maven, has touted the need for lawyers to engage in a good cause for years. He has done so because it combats the stereotypes we face and displays the compassion so many consumers suppose we lack.

And while I support this effort, I remain cynical about its ability to do more than provide another marketing outlet. Change comes when our friends, family and clients know who we really are, outside the courtroom and sans suits and ties. Making meaningful connections with those in our communities and finding ways to engage our neighbors for the good of the community is where I’ve seen the stereotypes melt away.

I hope AVVO is successful with this campaign, but I hope even more that we connect with our local community in ways that make the lawyer jokes lose their sting.

Douglas J. Callahan on August 10, 2013  ·  Reply

Social media is the new handshake.

A study was done by the State Bar of Michigan over twenty years ago and in essence the study found that the Public viewed lawyers as vultures as described by our Marketing VP. We were just above used car salesman without scruples.

Now with AVVO we can personalize our honest, ability and integrity.

Why not have places on AVVO for lawyers to put up adventures that they have had, paintings, prose and videos of sports we enjoy in a manner that is even more expansive than now?

Keep up the great marketing work AVVO staff and leadership.

Very truly yours,
Douglas J. Callahan
Attorney at Law
(810) 955-5248

E B EICHLER on March 8, 2014  ·  Reply

HI LEIGH.. OK NOT YOUR DEPARTMENT.. BUT YA HAD SUCH A NICE SMILE

ALMOST EVERY TIME I LOG IN. TO RESEARCH AND GAIN KNOWLEDGE.. DARYL’S PICTURE COMES UP

OK NICE LOOKING GUY.. BUT IT’S RARE SOMEONE ELSES PICTURE IS ON THE SPLASH PAGE. .. OR IS IT ME..

THANKS EV

julie breese on March 9, 2014  ·  Reply

I am willing to participate in studies and legal experiments.Ive worked for two attorneys and have had to retain a few. Legal matters are intriging an cant promote change wo case studies an feedback.thankyou for your time.

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