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AUTO
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BUSINESS ICONS page 37

There are thousands of attor-
When cosmetics doyenne Mira neys in metro Detroit who step
Linder first considered appearing into the courtroom more often
in ads for her beauty spa, a local than Sam Bernstein. But none of
them light up the switchboard like
television producer was leery.
"She said, We cannot use you the 52-year-old maestro of Detroit-
on television because you have an area dial-a-lawyers at 1-800-
CALL SAM.
accent," Ms. Linder recalled.
With an advertising budget of
Fat chance.
Saying no to Ms. Linder — who more than $1 million, Mr. Bern-
won't reveal her exact age — is stein is one of the top five TV at-
like shouting stop to a stampede torneys in the country. He has
four offices in the area, including
of water buffalo.
"I'm a Holocaust survivor and his headquarters, a sprawling le-
I came to this country without gal chalet in Farmington Hills.
anything," she said
in a thick accent, an
exotic brew of Pol-
ish and six other
languages culled
from her young life
on the run.
`That is why I be-
lieve anyone can
make it if he or she
has an honest and
serious approach.
That's the one thing
I had."
And she has
brought that ap-
proach to a string of
television spots for
her Mira Linder
Spa in the City on
Northwestern
Highway in South-
field.
"I am Mira Lin-
der," she trills in the
ad, "and I want to Sam Bernstein: Top TV attorney.
assure you that
Mr. Bernstein's sales pitch is
you'll love every moment. Because
here at the Mira Linder Spa, we softer than many personal-injury
lawyers. He does not overtly de-
know how to treat a woman."
Since launching the commer- monize doctors and insurance
cials in the mid-1970s, her spa has companies, and he won't crow
been a resounding success, with about $1 million verdicts like
those needing to be pampered some competitors.
"If you run a hard, nasty ad,
sharing in the luxurious mud
packs, bio-saunas, jacuzzis, mas- you get hard, nasty people," he ex-
plained.
sages and manicures.
Instead, soft-spoken Mr. Bern-
"You just cannot live too long
on word of mouth and write-ups stein appears in a gently lit law
in the paper," she said. And who office, with dark-wood paneling
better to promote her spa than the and a leafy plant in the back-
woman who made it her work to ground and offers reassurance to
learn the art of "European skin a wounded public.
"If you've been injured in any
care"?
"I always had the feeling I could accident ... you may be entitled to
explain better than anyone who a large cash award," he coos. "Re-
talks for me," Ms. Linder said. "I member, the call is free. The ad-
just wanted to pass on a feeling of vice is free. And you pay no fee
confidence to people that (the sa- unless we recover for you."
Fees aside, sharp-eyed victims
lon) was me, and I'm responsible
may note the small print at the
for what I say.
"If I make a promise, that is bottom of the ad, which reminds
them that they may have to pay
what is going to be."
the out-of-pocket costs of an un-
successful lawsuit.
SAM BERNSTEIN
No matter, the personalized
"Hey, you turkey!" whoops at-
torney Sam Bernstein as he greets CALL SAM approach has been a
an old adversary in the palatial gold mine. "People want to know
conference room of his law office. what their lawyer looks like, what
"What was that last case we kind of vibes they're given," he
worked on?" he asks the defense said.
"I speak with every new client
lawyer. 'That guy who was stand-
ing on a street corner when the our office takes. I write each one
bus went by and hit him on the a get-well card and I speak with
them. Of course, most cases are
head," the lawyer reminds him.
"Oh yes," said Sam, recalling assigned to the (nine) attorneys
the closed-head injury case. 'That working with me. But if they have
a question, they call me. They feel
was a fun

AURA LINDER

.

4

38

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