My Shingle : MyShingle : Solo and Small Law Firm Management and Marketing

Personally, I'm not sure why Miller chose to market to angry or disgruntled clients, because he doesn't have to.  As Miller's website makes clear, Miller competes aggressively on price which I've always believed is both a credible and necessary approach not just for lawyers, but for clients priced out of the legal services market.  But by attempting to appeal to people who call their spouse "vermin" or refer to their marriage as a "hell hole," Miller virtually guarantees that he's going to attract clients who are unreasonable and uncompromising.  These clients may think of their spouses as vermin when they call to retain Miller, but I'm guessing that by the end of the case, they'll be referring to Miller as vermin as well.  Sometimes you get the clients you deserve.

Still, though Miller's approach isn't one I'd adopt, I don't advocate regulation or restrictions on his ads.  The ads aren't deceptive; consumers who hire Miller know exactly what they're getting, which is more than can be said for many other types of law firm advertising. Let the market decide the fate of Miller's ad campaign (presumably, Miller will pull the ads if ineffective), not the bar.

(Final note - Matt Homann  posts another unconventional divorce ad here).