Archive for November, 2010

KISS or MISS?

Keep It Simple Stupid” or “Make It Super Sophisticated”?

My latest travels took me to visit with our licensees in Columbia, SC.  Frankly, it was long overdue, but I was welcomed warmly and enjoyed their true southern hospitality.  One of the most important things they wanted to accomplish was for me to see, first hand, the primary potential client base from which they need to draw in order to be successful.   So, they loaded me into their car and took me to Pig On The Ridge, an annual barbecue competition that draws from all around.  It gave me an opportunity to see, meet and speak with many good people that comprise what they consider to be their target demographic.  The point of this (beyond enjoying barbecue and my first taste of boiled peanuts) was that we all can get caught up in trying to look and be as sophisticated as possible in what we say and do as law firms.  It is natural to want to be impressive.  However, our licensees in Columbia correctly recognize the critical importance of communicating to their clientele on their level in a manner that they will best receive it.

The late American journalist, H.L. Mencken once said, “Nobody ever went broke underestimating the intelligence of the American public.”  I suppose that his intention is open to debate.  But one interpretation can certainly be that keeping it simple and direct, while still being impactful, is never a bad strategy.  In fact, it is the best strategy.  Nothing puts you in a better position to do that than the TV commercials produced by Market Masters-Legal …Period.  How is that for simple and direct?