You’re Not Forgotten—You’re Just Forgettable

Summary

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The Law Firm Marketing Minute

Episode: You’re Not Forgotten—You’re Just Forgettable

Host: Spotlight Branding
Release Date: May 15, 2025

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Episode Overview

This episode explores why potential clients so easily forget about law firms—even minutes after an online interaction—and what attorneys can do to stay top-of-mind. The hosts use relatable analogies from branding, sports sponsorships, and community events to illustrate how consistent, subtle reminders help combat forgettability in legal marketing.

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Key Discussion Points & Insights

1. The Reality of Being Forgotten

• Forgetting is easy:
  "[...] it's very easy to forget who somebody is. It seems hard that someone would go to an attorney's website and then 30 minutes later have no idea who that attorney is. [...] but that is the reality."
  — Host (B), [00:00]
• The hosts emphasize that law firms are not usually being intentionally ignored; people's attention is simply fleeting, and without reinforcement, memories fade quickly.

2. The Power of Consistent Reminders

• Newsletters as a prime example:
  "The most successful elements of a newsletter is they just don't. People don't forget you or they just continue to remember who you are. So the time of referral, someone's like, 'yeah, I got that person.'"
  — Host (B), [00:19]
• Even if the newsletter isn't opened, seeing the attorney’s name in a client's inbox regularly creates a subconscious connection.
• The hosts liken this to widespread consumer branding:
  "That's why Pepsi's on the side of a hockey rink, right? No one's running out and buying Pepsi. They might next time they're thirsty."
  — Host (B), [00:36]

3. The Ubiquity of Brand Placement and Local Marketing

• Analogies from sports and local events:
  "If you can think about the last time you were at some sort of event, doesn't even have to be a big MLB or NFL, NHL game like that… It could be a simple, like it could be a local event."
  — Host (A), [00:45]
• Legal services are usually local or regional, so sponsoring small-scale events or being visible in community activities matters.
  • "Go to a local event like 5K or something like that and look at the list of sponsors. [...] they're not set up shop. They don't have like a booth or anything like that, but yet they have their name attached to it. And it's like, why? And it's, it's about, it's about getting that, that point A, to the point B."
    — Host (A), [01:00]
• The point is to maintain mental presence—people won't always hire immediately, but familiarity breeds trust and recall at the right moment.

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Notable Quotes & Memorable Moments

• On the challenge of memory:
  "It seems hard that someone would go to an attorney's website and then 30 minutes later have no idea who that attorney is… but that is the reality."
  — Host (B), [00:02]
• On subconscious branding:
  "That's why Pepsi's on the side of a hockey rink, right? No one's running out and buying Pepsi. They might next time they're thirsty."
  — Host (B), [00:36]
• On the purpose of local sponsorships:
  "[...] they're not set up shop. They don't have like a booth or anything like that, but yet they have their name attached to it. And it's like, why? [...] it's about getting that, that point A, to the point B."
  — Host (A), [01:08]

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Important Segment Timestamps

• 00:00–00:18 — The challenge: How easily potential clients forget about a law firm
• 00:19–00:45 — Newsletters and the power of ongoing reminders; branding lessons from Pepsi’s sponsorships
• 00:45–01:35 — Local event sponsorships as a long-term brand strategy for law firms

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Tone and Takeaways

The conversation is informal, insightful, and pragmatic, using everyday language and relatable analogies. The core message: law firms are not intentionally overlooked—they’re simply forgotten unless they implement consistent, memorable touchpoints. Whether through digital content or physical presence at local events, repeated, subtle reminders are critical for client recall and eventual referral.

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Transcript

[B]

And it's very easy to forget who somebody is. I mean, it's, it seems hard that someone would go to an attorney's website and then 30 minutes later have no idea who that attorney is. I mean, but that is the reality. So in the marketing world, we're trying to make sure that they don't either forget you. I mean, that's essentially the.

[A]

On.

[B]

The most successful elements of a newsletter is they just don't. They. People don't forget you or they just continue to remember who you are. So the time of referral, someone's like, yeah, I. I got that person. Even if they don't necessarily see open your newsletter, they still see who you are and it stays in your head. That's why Pepsi's on the side of a hockey rink, right? No one's running out and buying Pepsi. They might next time they're thirsty. I mean, it's just like I remember Pepsi as I'm part of the game. It's in my head.

[A]

Yeah. And that's the thing. Like, if you can think about the last time you were at some sort of event, doesn't even have to be a big MLB or NFL, NHL game like that.

[B]

I only know one of those sports.

[A]

It could, it could, it could be a simple, like it could be a local event. Go, go to a local event, right? And we're talking, I mean, obviously we're talking about lawyers here. So typically most of them are very, very local or at least statewide. Go to a local event like 5K or something like that and look at the list of sponsors. Like they're not set up shop there for the most part. I think maybe some of them are. Would be. But like, you know, they're not set up shop. They don't have like a booth or anything like that, but yet they have their name attached to it. And it's like, why? And it's, it's about, it's about getting that, that point A, to the point B.

[B]

Thanks for listening to this week's episode of the Law Firm Marketing Minute. If your law firm needs more clients and better clients, make sure you book a discovery call using the link in the podcast description. We'll see you tomorrow.