This post was first published on Law Journal Newsletters.

Visit any law firm’s website and you’ll find bulleted lists of representative matters and deals that look like this:

• Represented leading international retailer and several of its officers and directors in securities class action and shareholder derivative suits.
• Represented an investment fund in connection with a $500 million secured credit facility.

This might be the most wasted opportunity in the land of wasted opportunities called Law Firm Marketing. While laundry lists of every single matter an attorney has ever touched may be helpful on a resume, it’s much less effective for law firm marketing goals.