Was AVVO’s strategy too clever to be a winning formula?

Let’s face it AVVO built it. But they didn’t exactly wait for you lawyers to come, did they?

They took your name, your public information, and cleverly announce their proprietary ability “to evaluate a lawyer’s background using a mathematical model that considers the information (they) know about a lawyer.”  Secrets are always a rapport breaker!! 🙂

This was downright clever, even if feels a little sleazy and taken by force.  It reminds me of those teenage movies Hollywood churns out, and, yes, I watch. The cool guys have the club and if you don’t play with them, you’ll be a loser. Clever! Stunningly clever, or is it?

Take a look at these less than raving reviews: “AVVO lost its credibility” http://bit.ly/bG1HW2 plus other critics of AVVO.  Nothing like “poisoning” your guests with the secret sauce.

From one perspective, Avvo played a rather heavy, paternalistic hand. After all how many lawyers would really have volunteered to play in AVVO.  Sure a few, but not enough to raise VC money with. Give credit where credit is due. And they gambled well, because the economy caused many USA lawyers to run into AVVO out of desperation.  Where else could you get a high ranking by having your friends, family and neighbors send in reviews of what a jolly good person you really are.

But can you build a long term strategy when one side is forced to play – albeit cleverly!  Does this build trust?

But what am I asking? Avvo was not built for our sake as lawyers, but the sake of the public….of which I think I still am.  It was built to help them navigate “the complex and confusing legal industry”.  BTW we’re not an industry. We don’t build anything – unless you count towers of paper files.  I agree with the ends, it’s the means.  Does it really serve the public? I guess it’s better than nothing, but force is force and it doesn’t lead to success in the long-term.  I would not trust those ratings when choosing my lawyer, why should the public?

Imagine if Linkedin dragged your name onto its site like chattel on a stage to be bid on by the public based upon a “secret sauce” rating system? Would you play? Yes. I’m sure you might, but for how long? 😉

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