We’ve got an ethics opinion dealing with attorney use of Groupon on the verge of being released by the North Carolina State Bar.

Groupon, in case you don’t know, is the leading “deal of the day” site. The site e-mails millions of people every day, offering a single product or service at a drastic discount.

I’ve bought a handful of Groupon offers for meals, and it has always worked out nicely. I also bought a discount tree-trimming deal recently, and it saved me a few hundred dollars.

Our State Bar is likely to approve the use of Groupon for attorneys. Specifically, the Bar responded to an estate planning firm that wants to offer a will package at a discount.

Should you use Groupon? Specifically, should you use it for a family law practice?

To be honest, I have a hard time seeing it work in terms of selling divorces. It doesn’t really seem like folks are just waiting on a good deal for a divorce. Dinner? Yes. Tree trimming? Maybe. Divorce? Not really.

But I’m fascinated to see the estate planners giving it a shot. If they do it, they’re going to get lots of exposure in the process. Even if recipients of the Groupon solicitation don’t buy a will, they’re going to be more aware of the estate planning firm as a result of the advertisement. The firm is going to raise its profile by increasing name recognition and awareness.

Is Groupon the right venue for raising your profile? It depends on your market and your goals. It might be the perfect place for you: it really depends on your marketing plan. Keep in mind that advertising, on Groupon or elsewhere, isn’t always tied directly to sales. It can also benefit the firm by raising name and brand recognition for the practice.

The bottom line on Groupon: I’m thrilled to see lawyers trying new things and breaking out of the box. Will this one work? Who knows? But you’ll never know whether something will work if you don’t give it a try. Maybe Groupon is the right answer for some practices. Maybe not. Trying new ideas is definitely a good plan for every practice.