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The unfortunate and untimely passing of the “infomercial king” Billy Mays over the weekend got me thinking about what it was that made him so successful. The core components of his success translate well to the marketing and selling of any product or service, including legal services.
I want to discuss 6 traits that Billy Mays exhibited that made him one of the most famous and successful pitchmen of all time. Take the time to think how you can develop and utilize these traits in the marketing for your own firm. You will see a greater return on your lawyer marketing efforts as a result.
1. The “Wow Demo” - In every infomercial Billy was in, there was a “wow demo” that he performed. You know…..removing the stain in seconds, cleaning off the soap scum with no effort. Whatever it was, it helped you to understand how well the product worked. You thought to yourself, “If it can do that, then it will have no problem handing my less severe issue!” I’m not suggesting as an attorney you setup cheesy demonstrations for prospective clients. However, there are certainly ways you can demonstrate your abilities and relax the client so that they understand you are more than capable of handling their specific needs. I’ve written before about developing a niche or practice area of expertise within the legal world. By doing so, you will reinforce your ability to handle a specific issue. If you’ve been there before, the client will be able to better understand and trust your abilities to handle their situation.
2. Enjoy What You Do – There is no question that Billy loved what he did. There is no way you could maintain that level of enthusiasm and energy without having a genuine interest in your work. I read an interesting post by Tom Kane titled “Enjoying Your Practice and Clients”. Tom tells us:
“I remember in David Maister’s book True Professionalism where he recounts that 75% to 80% of lawyers he has surveyed merely tolerated or disliked the work they did in the past year or so. And 65% to 70% had similar reactions when asked about the client ‘s they had done the work for. Truly sad!
The solution: spend your marketing and business development efforts and resources seeking the legal work and clients you do enjoy. Don’t waste your marketing time or dollars on the rest.”
Couldn’t have said it better myself.
3. Deal With Products and Services You Believe In – Billy was very careful when choosing the products he aligned his brand with. He was careful to pitch products he felt offered a good value and solved a problem for people. He never sold snake oil just to make a buck. The products he pitched worked as advertised. This compliments the idea above. It’s important that you believe in the services you are providing. This goes all the way down the way you handle clients and how the employees at your firm represent the brand. People retain the services of those they trust and those that deliver a good product. Nothing will bring you down faster than not providing the legal services in the way you promised to provide them. Put yourself in the clients shoes, would you use the service you are providing? Make sure the answer to this question is always a resounding, yes.
4. Make Sure Your Presentation Is Professional, Unique, & Polished – “Billy Mays here for………” As soon as you heard that booming voice, there was no mistaking who it was. Billy mastered the art of pitching his products in his own unique way. His infomercials were professionally done, they were polished, and original to him. No one else could easily replicate Billy’s pitch. While your relationship building with potential clients is not the same thing as a 2 minute infomercial pitch, some of the underlying principles are the same. It is important to consider the experience of the client from the moment they call your firm. What is your intake interview process like? Is your follow up and presentation of your firm and website professional? Do you offer an original take on the experience that clients won’t necessarily find elsewhere? These are important characterstics to consider for your lawyer marketing.
5. Know Your Audience – Billy took great care when choosing what products to pitch. He wanted the products to have mass appeal and needed to be best suited to the direct response, television marketing audience. His marketing efforts were tailored and conceived with this on his mind. The same needs to be considered for your own lawyer marketing efforts. What is the demographic of your client base? What activities do they participate in? What types of media do they consume? These are just a small sampling of the questions to consider. Each practice area has it’s own demographics and this is a big reason why marketing efforts and plans differ so much from firm to firm. You need to spend time understanding your audience to increase the efficiency and return on your lawyer marketing efforts.
6. Networking: Make Strong Professional Connections & Surround Yourself With People That Compliment You – Billy understood his role. He was a specialist with the pitch. He knew his strengths and partnered with the right people who complimented him. His partner Anthony Sullivan was a talented director and producer. He also worked with AJ Khubani the founder of Telebrands and the “As Seen on TV” brand. Much of Billy’s success can be attributed to his ability to network, make strong professional connections, and surround himself with the skilled individuals that understood their roles. By the end of his career, Billy had people knocking on his door to show him their latest inventions and give him a piece of the action for helping them with the marketing.
The same is true of any profession, but most certainly practicing law. Making strong professional connections is a no-brainer. Surrounding yourself with talented people that compliment your skills is critical to the success of your firm (or any business). Making a conscious effort to do this will reap benefits later on. There is no stronger lead to retain your services than a referral. Make sure you are taking steps to make this happen.
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