Don’t Waste Ad Space on Meaningless Mottos

For clients, finding an attorney shouldn't be like a grade school dodgeball game where everyone's jumping up and down screaming, "Pick me! Pick me!" When it came to picking teammates, the strongest, best players were always picked first, and it's no different for lawyers.

Good clients, the ones that are serious about their case and do their homework, are going to know which lawyers are the "good players" and which ones should be picked last
. Even though the stragglers are yelling "Pick me!" just as loud as the others, their shortcomings will still put them at the last of the clients' options list.

So besides making sure your legal marketing efforts reflect your awesome legal credentials and establish you as a local expert in your practice area, how can you draw attention without doing what everyone else is doing? To start, avoid these common catchphrases that waste space on everyone's lawyer advertising: 

  • Settlement guaranteed in 30 days!
  • 75 years' combined experience.
  • Aggressive legal representation.
  • Quick settlement, fast cash!
  • We care about you!
  • Aggressive, experienced, compassionate.
  • We listen to your case.
  • The law is my profession.
  • Biggest verdict in the city!
  • We fight for you! 

Most of these are either no-brainer statements, vague and just space filler, or claims you can't prove. If a client is swayed by a lawyer advertisement that says the attorney is "compassionate and will listen" they're looking for a therapist, not a lawyer. All lawyers will listen to your case if they want your business, it's obvious.

There are a lot more common lawyer advertising pitfalls to avoid when you're developing your legal marketing strategies. To be successful in your lawyer advertising, you need to make sure you're standing out from your competition rather than just parroting what they say. 

At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So, how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass.

Ben will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - 703-591-9829.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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