Lawyers face juries of their prospects.

The article presents information on the problems that may arise in professional and business services advertising in the United States, by referring to the advertising practice of lawyers. The problem with lawyers is that they usually do not go far enough beyond hidebound conventions and speak directly and engagingly to the people they need to reach, that jury of prospective clients out there. Lawyerly custom favors word-of-mouth, referral marketing, the "white shoe" approach best practiced in clubrooms and golf course colloquies.