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DEAR MAM: Are their legal restrictions as what lawyers can claim in an Internet video commercial? I’ve launched a site at http://www.AttorneyVideos.com but would like to know if there are legal quagmires I should be considering as the producer. Thank you, GR, Tampa, FL

DEAR GR: I hate to start my answer with a lawyer-like response, but just a reminder that this is not legal advice, we are not establishing an attorney-client relationship, and you should consult an attorney. Having now disclaimed myself, I have to say that you ask a very interesting and intriguing question. Not to mention an interesting and intriguing entrepreneurial venture in the world of attorney advertising.

To start, I hate to inform you that the rules (and interpretations) will DEFINITELY vary from state to state. Secondly, those states may interpret these videos as pertaining to its web site rules, television advertising rules, and most certainly the general advertising rules. You will probably inform your customers that they should consult with the relevant state bars. Many will likely make an ethics inquiry with the disciplinary board.

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Dear MAM: I was wondering where you stand on Martindale. Is it still a necessary expense? And do people care about ratings and the other things they are selling? Sincerely, J.E., Clark, NJ

Dear J.E.: Repeatedly, in my work with firms and meetings with In-House counsel, Martindale continues to be an important and necessary component for any firm’s marketing effort. The real question is to what extent.

Not only do decision-makers still count on MH as “the” lawyer directory, but many more than you and I would like to think still use the damn books! Why? Habit, age and comfort.

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In the July 2005 The American Lawyer, read Joshua Lipton’s piece on Thompson & Knight‘s sponsorship of a pro golfer on the PGA Tour. Of course, read my comments praising the strategy!

It is exciting to see a few major U.S. law firms truly step out of the box and get a little more cutting-edge on marketing initiatives.

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The 2006-07 Internet Marketing Attorney Reviews and Awards are under way. For the next six months, more than 1,000 law firm web sites from around the world will be reviewed by the strict eye of the IMA. Also returning is an all-new Nifty Fifty! For more info, CLICK HERE.

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Dear MAM: I get something in the mail almost every day for one law marketing conference or another. Which do you attend?

Thanks for any light you can shed. Sincerely yours, D.G., Orlando, FL

Dear DG: We are obviously on the same mailing lists. I can tell you that I’ve pocketed my cash and do not even consider “conferences” like the Marketing Partner Forum (nothing more than a boondoggle and sponsor-fest) or the LMA National Conference (you would think that it might improve one year; it does not). To be a full LMA member requires a heartbeat and a dues payment, following an ill-conceived plan to self-destruct last year. There seem to be about a dozen other for-profit seminars that rarely look much better.

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Dear MAM: I recently received the following e-mail from a law directory that I had never heard of. Is it legit? Do you suggest trying it out? It read as follows:

#1 Search Result on Google

January 10, 2005 – The Law Firm Directory at http://www.MegaFirms.com is now featured as the #1 search result for “law firms” at Google.com. Since its launch in early 2004, Megafirms.com has attracted nearly 10% of all searches for “LAW FIRMS” on Google by consumers and corporate counsel searching the web for qualified representation.

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I’ve studied Florida’s Pit Bull case for a number of years, and just prior to its recent court victory over the state bar, authored a piece about the ethics of animals in law firm marketing for ALM’s Small Firm Business. Read the ARTICLE at Internethttps://www.marketingattorney.com.

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Dear MAM: I recently caught your marketing ethics program in Pittsburgh. And it was excellent. Do you have a list of where your programs take place? Sincerely yours, H.L., Pittsburgh, PA

Dear HL: Obviously, I was going to answer this totally self-serving letter. You are correct. My programs are excellent, and I’m often a delight. In recent years, I’ve cut back on my “shows” (as I call them at home) and usually provide most programs to private audiences (i.e. in-house at law firms). However, I am active and participate in most of the ABA Law Practice Management meetings and programs-which include Annual (recently completed in Atlanta), Mid-Year (in Salt Lake City), and the section’s outstanding Fall (upcoming in Colorado Springs) and Spring (May in Orlando) meetings. I am also a regular on the Pennsylvania Bar Institute circuit (in Philadelphia and Pittsburgh), where I will present an all-new internet marketing ethics program this December. You can also catch the old version of the internet program (and get an ethics CLE credit) online from PBI Online. Thanks for the nice note. Sincerely yours, THE MARKETING ATTORNEY

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Pennsylvania’s adoption of the ABA Model Rules Ethics 2000 initiative will take effect January 1, 2005. Changes to those tricky 7.– rules regarding advertising and marketing, as well as solicitation are included. Contact the Marketing Attorney if you wish to obtain an article reviewing the changes, as they effect business development. The new rules are available to the public at the PA Bar web site.

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