As much as it might be easy for any number of lawyers to
dismiss sites like Groupon or other “deal of the day” opportunities as déclassé,
these sites—and the offers they contain—pose some grand potential for lawyers
in need of a boost in their client roster. It seems to me to be a very viable way
to get in front of prospective clients quickly. Like any Internet match-up
service, of course, it can be easy to get a date and a bit harder to seal the
deal. There can be a lot of duds. A match might not be perfect; but it might
provide a mutually beneficial short-term relationship that can satisfy both
partners. Or magic might happen , the client might be wonderful, the case might
give you an opportunity to shine, and you may change the course of someone’s
life—for the better.
Having used Groupon and similar sites, as a consumer, for
personal matters—and having been pleased with the outcome—I was enthused to
learn that the American Bar Association Standing Committee on Ethics and
Professional Responsibility issued Formal Opinion 465 Lawyers’ Use of Deal-of-the-Day Marketing Programs (Oct. 21, 2013) and has given the go-ahead
to lawyers interested in building their businesses by making use of
Groupon-like services—of course, within professional bounds and ethical rules.
—Lori Tripoli
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