A few days ago I stumbled upon this video on LinkedIn. It is a presentation (marketing) video for a German department of one of the largest law firms. I was expecting to see the best marketing practices in action.

I was really disappointed. The makers of the video should have known better. Here are the the most obvious failures:

1. Don't talk, demonstrate!

Words are cheap. Especially when they come from a marketing department. The only chance a marketer has at conveying the message is by showing the facts. One (and a very effective way) is by showing the relevant work. Of course you can only show a relevant work, if you persistently lived by your words - if you were authentic. Otherwise you have no work to show.

I assume the law firm wanted to position themselves as forward-thinking and client-friendly. It's all good, excepted that they explicitly mentioned EVERY SINGLE ATTRIBUTE instead of demonstrating it. They should have merely showed their work (deeds).

For example when doing business with their clients they should have to the widest extent possible adopted electronic signatures, used innovative communication channels (Zoom, Microsoft Teams, Slack), supported start-ups with pro-bono legal advisory etc. They could have let their lawyers work from home, fostered participation in relay-competitions (e.g. running a relay marathon or triathlon). And they could have made a video about it. And leave explicit mention of the attributes (e.g. forward-thinking, innovative, team-workers etc.) out of the video.

Why is putting the message into words wrong? Because such marketing creates a net negative effect on the recipients. The negative effects stem from the revelations that came from your need to put your message into words. The revelations are:

• that you believe your clients are not smart enough to get the message without putting it into words. How do you think your clients feel, when you've demonstrated that you don't trust their intellect? Believe me, on a subconscious levels your clients get exactly this message,
• that you're desperate. The need to convey your message fast and clear shows that you need new clients ASAP. It also shows that you're afraid you will lose some potential leads because they wouldn't understand the message. Nobody wants needy people,
• that even you are probably not believing your words. You sense that others might not buy the message. So you employ a cheap trick. Like the Democratic Republic of Kongo and the People's Republic of China. But most of your clients are too smart for that. What people know best is to read the other's persons' conviction in their own words. Such cheap tricks usually backfire.

The only thing that you are allowed to mention are facts that support the attributes that you're trying to expose. But never ever mention the attributes themselves. Why? Because you're overstepping your boundaries and the recipients of your marketing message can sense it (albeit subconsciously). You can't tell them that you're creative, authentic, unique etc. It's them who decide if that's true. By saying it you'll achieve precisely the reverse effect. Ask yourself: Would you trust somebody you don't know if he mentions he's a hard worker and an honest person?

True and persistent embodiment of the attributes (whatever they are) is a long and arduous process. And some people might not even get your message. But authenticity is the only way that you can persuade your potential clients. Especially in today's world where we have largely learned to ignore what everybody's saying.

2. Focus!

Most of your clients are not geniuses. They either cannot or do not have attention to remember everything that you say. By saying too much you achieve the very opposite effect.

By exposing 18 (!) of your attributes (diverse, out-of-the-box thinkers, innovative, flexible, hands-on, communicative, forward-thinking, competitive, solution provider, authentic, creative, unique, socially committed, peak performer, refreshingly different, on the fast track, fun to work with and one step ahead) you are certainly overwhelming your clients. I assume that most clients remembered roughly the same number attributes if they only heard 3 (instead of 18!).

By mentioning 18 attributes you again reveal things about yourself that make closing the clients harder:

• (again) that you are desperate; you try to cover the broadest base and you want to make sure you don't loose any potential lead,
• that you don't have a focus. Now that you mentioned all attributes one after the other you have just watered down every attribute that you mentioned because they're all on the same level (the fact that you mentioned some first doesn't really play a role). By focusing on everything you're focusing on nothing!

3. Make it remarkable!

If this was a propper marketing message it was supposed to be spread by the viewers (Great book: Contagious). At least it should stay in viewer's minds. I can say this one stayed in my mind but with a negative tone, with which I now associate the brand.

I can't wait to be inspired by better marketing messages in the future 😀