Marketing a law firm is notoriously hard work. Partner-led structures, risk-averse cultures, and time-poor fee earners make it a sector where glossy “big ideas” and off-the-shelf campaigns rarely survive contact with reality. That’s why …Gasp!, the independent marketing agency known for its irreverent style and effectiveness-first approach, has launched The Proper Marketing Guide to Law — a straight-talking field guide built specifically for law firm marketers and business development leaders.
Unlike the typical “thought leadership” playbooks that lean on buzzwords and bland theory, the Guide is designed to be, in the agency’s own words, “Creatively Memorable & Boringly Effective®.” It blends timeless marketing principles with insights from respected industry voices including Graham Archbold from Chorus Insight – who devotes a whole section to the importance of brand tracking – as well Addleshaw Goddard’s Brian Macreadie and Womble Bond Dickinson’s Lee Grunnell — both long-time collaborators with …Gasp!.
“Lawyers are trained to pull apart arguments, spot holes and challenge assumptions. That makes them some of the toughest — but most rewarding — marketing clients you’ll ever work with,” said Elliot Connolly, Director of Effectiveness at …Gasp!. “This Guide is built on years of persuading even the most sceptical partners that Proper Marketing not only works in law, but is one of the few genuine levers for growth.”
The 70-odd page guide tackles head-on the myths and realities that hold legal marketing back, from the belief that “reputation alone is enough” to the sector’s chronic over-reliance on referrals. It covers:
— Brand & Reputation — why “looking credible” isn’t the same as being distinctive.
— Research & Insight — how to move from guesswork to market-driven strategy.
— Segmentation & Positioning — cutting through the “we serve everyone” trap.
— The Fame Game — why law firms need to think about marketing as a credibility & familiarity multiplier.
Far from being a glossy brochure for the agency, the Guide is packed with practical prompts, exercises and frameworks that legal marketers can put into action — whether or not they ever work with …Gasp!.
Mark Ritson, marketing professor and founder of the renowned MiniMBA, calls himself “a massive …Gasp! fan” — and with the agency’s entire team MiniMBA-certified, the thinking is grounded in the evidence-based marketing playbook Ritson himself champions.
The Guide will be finding its way into the hands of senior marketers across the UK’s top firms. As Brian Macreadie of Addleshaw Goddard puts it: “The case for Proper Marketing is clear. Across the legal category, I want attention on us – not the 30 or 40 other firms all competing against me. You have to do it. If you’re not doing Proper Marketing – earning attention, consideration and preference – are a lottery.”
Copies of The Proper Marketing Guide to Law are available now. To get hold of one, contact elliot@gasp.agency and ask really nicely.
