I’m a chickenshit. I know it and, if you’ve been reading this stuff for long, then you already know that fact.

I rarely call people out for the crap they do or say. My blog is a happy-go-lucky place where I try to help you without saying anything overly controversial.

If I had any guts, I’d say more about the bullshit that’s written about marketing, search engine optimization, virtual practices, unbundling, etc. because there is so much bullshit that it would fill a thousand railroad cars every month.

Having guts—being willing to tell the truth, even when it’s controversial—is a good marketing practice. It generates attention, which usually translates into increased business. You should try it because it works. Calling someone out is great marketing. It’s amazingly effective.

And you, trained advocate, are uniquely well positioned to apply your critical thinking skills to all the bullshit that surrounds us. If you do it, you’ll instantly become prominent in our profession.

Exhibit  A: Brian Tannebaum, author of the blog My Law License. Brian represents lawyers involved in disciplinary matters before the Florida Bar. He’s also a criminal defense lawyer. Brian has great, big balls of steel. He doesn’t hesitate to call people out on a variety of topics, and he does it with the proficiency of a surgical strike. He’s launches very effective attacks, and he’s often right.

Brian’s willingness to think critically and write about it has gained him recognition across the country. I rarely meet a lawyer who hasn’t heard of him. The American Bar Association has recognized his blog. Brian is known for taking on marketing “gurus” who misrepresent their backgrounds to prospective attorney clients. He’s kind of a one-man Better Business Bureau.

Brian is fearless and doesn’t hesitate to step on toes in saying what he thinks. His boldness has enhanced his visibility, credibility, and recognition. He has a solid practice in Florida, and he’s constantly being recognized by his peers and has been elected to a variety of leadership positions in a number of bar associations.

Brian could have spent his time writing pleasant blog posts about how you should respond to client phone calls to avoid bar complaints and other tips of that ilk, but he doesn’t use his writing time and energy in that manner. Instead, he looks for a target that offends his sense of right and wrong and comes out with both barrels blasting. He takes shots— big shots—and he’s good at it. He’s unafraid of controversy, and that fearlessness is rewarded with recognition and referrals.

Does everyone like Brian? Nope. He’s got an abundance of people who would prefer that he go away and leave them alone. I’m pretty sure that most of those folks won’t refer to Brian.

Does having detractors damage Brian’s practice? I don’t think so. The real risk faced by a practice like Brian’s is lack of recognition. He’d be much worse off if he drifted around in obscurity, hoping a client might walk through the door. He’s better off having a few people hate him than having no one notice him. His risk taking results in the reward of a thriving practice.

What’s the lesson here?

Don’t be afraid of controversy. Look for it. Seek it out. You’re trained to take a position and advocate for it. Your marketing efforts will be enhanced by having a point of view, taking a position, and advancing a cause. Don’t shy away from taking on a person, institution, or issue. Ultimately, it will help you grow your business. Go for it.

I could learn something from my own advice on this issue. I should be more willing to challenge the status quo and those who offend my sensibilities. Maybe I should start reading my stuff rather than just writing it? I suppose I’ll tape this post to my bathroom mirror and see whether it sinks in.

Now, excuse me so I can head up to my room and see whether I can’t grow a pair.