Legal services are both “intangible” and rarely used (hopefully). Both of those facts make it hard for buyers to make decisions about the quality of what they are buying. Like most other intangible services, proxies for value are required.

Intangible products such as travel, freight forwarding, insurance, repair, consulting, computer software, investment banking, brokerage, education, health care and accounting, for example, can seldom be tried out, inspected, or tested in advance. Much the same can be said about most services homeowners buy relating to remodeling, plumbing, air conditioning and carpentry, for example.

Prospective buyers are generally forced to depend on surrogates to assess what they’re likely to get. marketing intangible products

Humanizing professional services marketing has been taken to a whole new level by Chicago law firm Levenfeld, which has developed attorney website profiles that incorporate video vignettes of lawyers speaking candidly about their professional philosophies and personal viewpoints.

Website analytics show that the attorney profile pages were among the most-visited pages of the Levenfeld Pearlstein website.

In one vignette, Steven Bright, a partner in the Banking and Finance Service and the Real Estate and Finance Practice groups, talks about what he was like as a child. In another, Lisa Vandesteeg, an associate in the firm’s Litigation, Bankruptcy, and Restructuring and Insolvency Practice Groups, gives a tour of her office.

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