What’s the difference between, say, a Mercedes and a Volkswagen? From one point of view, not much at all. They both burn gas, have four wheels, some windows, and some doors. They do the same thing, yet one is worth much more than the other. The difference is in the details.

So it is with marketing materials from competing law firms. One firm relies on skilled professionals to create its marketing materials, and another does not. One firm looks like its attorneys might be worth $400 per hour; the other does not. The difference is in the details.

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Note: This Law Review is no longer being published. You can find some of the samples that were in the Review in this new blog.

Look for posts titled Why Do Law Firms Need Editors?