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How to Really Get in an Adversary's Face

Traversebillboard Any lawyer in any city or town can always point to that one local lawyer who is a real pain in the you-know-what. But what is one to do about such a lawyer? We are lawyers, after all, bound by codes of ethics and principles of civility. Alas, our usual response is simply to grit our teeth and bear the annoyance.

But when one local firm continued to be a perpetual source of annoyance to Enrico Schaefer, founder of Traverse Legal in Traverse City, Mich., he decided his approach of simply ignoring them would no longer suffice. After considering other options, he settled on one sure way to get in the other firm's face -- he erected a billboard advertising his firm just outside the other firm's office. (Click on the image for a better view.)

He would never otherwise have considered a billboard, he explains on his blog The Greatest American Lawyer. His business is largely national and international, so he rarely advertises locally, and his primary vehicle for advertising has always been the Web. But he erected it nonetheless, directly adjacent to the annoying law firm's office.

The billboard shows the Traverse Legal name in a banner across the top with the tag line, "We protect the intellectual property of TC's coolest companies." Below that are arrayed the logos of several of the companies Schaefer's firm represents. Knowing that the lawyers at the other firm have to look at this every day gives Schaefer a certain satisfaction. "I get to smile thinking about them looking at it and knowing that, even after it comes down someday, 'it can always go back up.'"

Posted by Robert J. Ambrogi on April 30, 2009 at 12:00 PM | Permalink | Comments (2)


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