There is nothing that rankles legitimate non dumb-ass marketers more than hearing anecdotes like this.

My response to this person, who asked me if I should do it, was, “This clown is going to splog and/or link-farm and/or otherwise use shady tactics to get you a second-page result for your six least important keywords. There are faster ways to kill your own brand, but Tiger Woods is currently dominating that space.”

If you don’t perform your own marketing (and, to be sure, it is a core competency that is distinct from the practice and business of law) you absolutely must demand from your marketers complete and total transparency into how they are generating whatever it is that they’re generating. Playing dumb when something marketing-related explodes is a piss poor excuse.

There are easy ways to kick the tires of the marketing person that’s trying to sell you something. Step one: ask yourself, “Is this marketer an idiot?” And if your baseline for idiocy is low, then perhaps ask yourself, “Could I imagine having a good conversation at a cocktail party with this person?”

If your marketer cannot have a meaningful, interesting, compelling conversation with you, they sure as heck aren’t going to be able to conduct a meaningful, interesting, compelling conversation with your target audience on your behalf. NEXT!

IMHO

It’s here:
http://www.newyorkpersonalinjuryattorneyblog.com/2009/12/martindale-hubbell-apologizes-for-blog.html