Stop Dancing. Start Lawyering: Why Legal Marketing Has Become the Industry’s Saddest Circus

By Cara Echino, Founder of Lawggle
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The legal profession has always been about trust. People don’t turn to lawyers because they want a show; they turn to lawyers because they need representation in some of the most vulnerable, high-stakes moments of their lives.
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So why has the industry convinced lawyers they need to dance on TikTok, lip-sync on Instagram, or churn out endless “relatable” skits to stay visible?
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It’s not marketing. It’s humiliation. And, honestly, it’s the saddest inside joke in the legal industry.

The Circus Nobody Asked For

The message is clear: Nobody wants to see their lawyer dancing or lip syncing! Clients don’t choose a lawyer because they nailed a TikTok trend. They hire based on trust, credibility, and whether they can find that lawyer when they need them.
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But the system doesn’t care about that.
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Marketing agencies and lead-gen firms have turned lawyers into performers because it benefits them. Every new “campaign,” every “trend,” every lip-sync reel isn’t designed to get clients, it’s designed to justify another retainer. If your marketing agency tells you to dance for leads, fire them!

And let’s be honest:

You don’t see surgeons bouncing on pogo sticks on TikTok before open-heart surgery so they can get more patients.
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You don’t see pilots lip-syncing to Rocket Man to get you to fly on their airline.
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You don’t see accountants twerking to get you through tax season.
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Only lawyers are being pushed into this circus. Not because it works, but because it pays. Just not for lawyers.

The Hidden Ransom

This isn’t only about cringe content. It’s about cost. Because the industry is so saturated, lawyers are paying at least $10,000 a month just to stay visible. That’s not growth, it’s ransom. Stop paying and they disappear.

This “pay-to-play” system has huge economic consequences that doesn't only affect them, it affects their potential clients.

When lawyers are forced to spend $10K a month just to be visible, those costs don’t disappear. They get baked into legal fees.
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That means access to justice becomes access to whoever can afford inflated retainers. The single mom who needs a family lawyer? Priced out. The worker who got wrongfully terminated? Can’t afford the fight. The small business trying to stay afloat? Left unrepresented.
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The result:
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• Clients pay more.
• Fewer people can access justice.
• Lawyers burn out.
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It’s a broken loop: marketing agencies win, lawyers lose, and clients get crushed under the weight of costs that should never have existed in the first place.
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The current model doesn’t reward good lawyers. It rewards big budgets.
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Here’s the truth: Virality does not equal Visibility.
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One million views from the wrong audience is still zero clients. Cringe doesn’t convert. Clients aren’t searching for lawyers who can dance, they’re searching for lawyers they can trust.
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Every hour spent chasing trends is an hour not spent building a reputation that actually matters. And every dollar poured into ads is a dollar that disappears the second the campaign ends.

The Future of Visibility

The future of law won’t be built on who spends the most or who can embarrass themselves best online. It will be built on who can be trusted, who can be found, and who can serve clients with dignity.
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That’s why I built Lawggle.
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Lawggle isn’t about forcing lawyers into a circus. It’s about giving them owned visibility, visibility that compounds, that can’t be turned off when the budget runs out, that keeps lawyers discoverable without making them audition for clients.
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Because lawyers deserve better than dancing for clicks. And clients deserve better than footing the bill for a broken system.

Enough With the Monkey Business

Lawyers aren’t entertainers. They’re professionals. And the industry’s obsession with forcing them into cringe marketing isn’t clever, it’s corrosive.
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It’s time to shut down the circus.
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It’s time to stop dancing.
It’s time to start lawyering.