Cryptic Titles
Have you ever read c5209698-cb1e-4524-bb37-1a6de6c? What about 746998, Corp%20&%20Sec%20Vol%200804%20L, 20040930, article_3402, 381f0cc6-b7fa-4f90-a21d-3e4c72b4b22f_document, or 616?
These are names that law firms have given to publications posted at their Web sites. You go to a law firm’s Web site, find a publication about restrictive covenants, download it, and there it is: a file named c5209698-cb1e-4524-bb37-1a6de6c.
Why do law firms give such cryptic names to their publications? Mostly, it’s convenient (for the firms, that is). By giving their publications these cryptic names, they don’t have to stop and think of sensible names: names that would be most convenient for the people interested in these publications.
I know one firm that gives the same name to all its newsletters. The result? If you download one newsletter from that firm’s Web site, and then another, the second newsletter replaces the first (since it has the same file name).
My advice? If you’re going to function as a publisher, do it in style. If you claim your firm has great concern for client service, show it in all you do, especially in all the little things that tell us who you really are. That’s my advice.
