Promoting Value Via Scarcity
Law firm marketing consultant Larry Bodine offers this interesting idea to hungry firms — put a price tag on your publications. Other professional services firms do it. So, why not law firms? The idea isn’t to make money from the pubs; it’s to make them seem valuable by making them seem scarce. From the post:
If a partner at your firm has given a speech entitled, “The Top 10 Ways Business Get Into Legal Trouble,” I recommend the firm reduce it into writing, save it as a PDF file, and sell it on the firm Web site. Putting a price on it conveys that the information is really worth something. Plus it creates scarcity — the document isn’t some promotional piece potential can get anywhere — it’s available only on the law firm Web site.
Of course, any firm that embraces this idea had best be careful. It’s one thing to charge people for a well-written piece that’s informative and seems as if it were crafted with some care. It’s quite another to charge people for stuff like this or like this.
