I must
confess to being addicted to The Apprentice. Everything else stops at 9.00pm on
a Wednesday.
During last
week’s programme Alex Mills was 'fired'. My eyebrows rose when he said that his
business plan related to legal services. They could not, of course, have come anywhere near his eyebrows.
He has now
taken the opportunity of going public with his initiative, on the back of the TV
publicity. The business is Dynamo Legal and is in reality a panel of solicitors
who are described in glowing terms on the website – ‘Gone are the confusing, expensive
solicitors that only talk jargon and here is the easy, cost effective, lovely
legal solicitor and insurance provider.’
Now I’m all for the legal profession
smarting up its image but have never seen the word ‘lovely’ used in that
context!
The business offers legal services through its panel and
also insurance products.
According
to a report in Legal futures they want to be a legal superbrand and have money to spend –
They offer
to talk to people in clear language and at their level. Isn’t that something
that all lawyers should do? So it is easy to be sniffy and to discount this as
being just another gimmick. This was, after all, the guy who only a few weeks ago was
designing a dating site with himself as the ultimate nightmare!
But law
firms will ignore this at their peril. We are talking here about a marketing
budget of several million pounds and a business backed by someone who was on our
TV screen for 10 weeks. The site might use language that many of us find irritating; but it is what ordinary people want to hear. Lawyers do not have the best image
in the world –
We have
already seen the moves by Eddie Stobart, The Co-Op and now a reality TV star,
to get into this business. If we don’t engage with technology, social media and
meet people and businesses where they are then we deserve all we get.
People want
to know that their lawyer will listen to them and speak their language –
although the ‘lovely’ bit is going a bit far!
Lawyers being more people friendly will do a world of good for the clients. They will feel more assured if they get to understand their lawyers well. Law firms should promote such a work culture.
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