In its ad in the current issue of FAST COMPANY, law firm Hinckley Allen makes explicit what we vendors have known for a while: It's imperative to know the client's business and industry. It's no longer enough to simply have the expertise - law, communications, management consulting - the client needs.
In its headline, Hinckley Allen asks, "Does your law firm really, really understand your business?
Then the ad goes on to answer," It's not enough for a lawyer to just understand the law. At Hinckley Allen, we make it a point to understand your business and your industry."
The rest of the content leverages words and phrases like "practical," "efficient" and "produces results."
A placement in FAST COMPANY is smart. The publication is mature, meaning that the establishment might have made a habit of reading it. In addition, because of FAST COMPANY's maintaining a cool tone, startups which need legal advice and can afford it might also be in the audience.
Increasingly, in ghostwriting and speechwriting it's impossible to land assignments in fields and hyperniches in which I don't have experience and the samples to prove that. Hinckley Allen is, as we say, on the money.