If you are spending money on advertising, and you don’t think you are getting your money’s worth, maybe it’s because your advertising is too conventional. Maybe, you think that your ads, should be like your competitors ads, only better.
Then you see what a young criminal defense lawyer did with his advertising and you start to understand that being like your competition just means you’re a commodity.
Daniel Buckley Muessig is a defense attorney from Pittsburgh, PA and yet he’s so much more. He recently uploaded an ad for his business, you know, like most lawyers might. But in less than 24 hours, the ad has gone super viral.
Why? Because if you’ve committed a murder or an arson or “even funny throwback crimes such as moonshining” and you live in Pennsylvania, he wants to be your lawyer.
“I may have a law degree,” he says, “but I think like a criminal.”The otherwise plainspoken 32-year-old Pittsburgh native and graduate of The University of Pittsburgh School of Law was formerly a battle rapper by the name of Dos-Noun. As Dos-Noun, he performed with the likes of indie rap heavyweights such as Slug, Atmosphere, before making the successful jump to a career as a criminal attorney a few years ago.
After uploading the video at 11pm Wednesday night, he’s been seeing his phone ring off the hook ever since.
The folks at Crispin Porter + Bogusky used to evaluate if an ad was just an ad- or something special- “how would this work as a press release?” If it isn’t press worthy- it’s almost not worth doing. CP+B launched a body spray for Burger King- called “Flame”. Do you really want to smell like a Whopper? Nope. But, every news outlet wrote about it.
Here is the raw footage of Mr. Muessig being interviewed by the local news- about his “unconventional” ad- which is also 7 times longer than the normal lawyer TV ad:
This was cut down to a 2.75 minute news segment.
Remember, Muessig didn’t spend a dime on media, he paid some professionals to create the ad- and posted it on Youtube.
Interviews in Esquire, Slate, Vice, the American Bar Association Journal, Complex, Inquisitr, Deadspin, Wonkette. When was the last time people even watched your 3.5 minute ad? Never mind interviewed you about it?
We always remind clients, we can create interest, but it’s still up to the client to close the deal and follow up. The old adage that nothing kills a crappy product faster than great advertising still holds true.
If Mr. Muessig’s phone really did ring off the hook, he may never need to do another ad, since this ad will always be relevant. No sale, no call before midnight tonight (in fact, he’s ok with you calling him after midnight). People who don’t think it’s professional (other lawyers) or that he doesn’t looks “lawyerly enough” aren’t his target audience. He says he thinks like a criminal in the ad, and since thinking like your clients is one of the fundamental keys to good advertising he’s nailing his advertising since his customers are criminals.
Learn from the X-rapper lawyer. Don’t do ads that aren’t worthy of press coverage or watching twice.
Update- Mar 8 2022- apparently, not only did Daniel Muessig think like a criminal- turned out he was one.
A former defense attorney who became known for his satirical ads offering his ability to “think like a criminal” will spend five years in prison for his role in a large-scale marijuana ring.
Daniel Muessig, 40, of Squirrel Hill, was sentenced Tuesday by Senior U.S. District Judge Arthur J. Schwab to the mandatory prison sentence allowed.
He pleaded guilty in November to conspiracy to distribute marijuana and possession with intent to distribute marijuana.