How to Be “The Best Attorney” Without Ever Saying It Out Loud

When you’re writing your law firm’s advertising copy, you may wonder how to communicate that you are the best lawyer in town. That’s the point you’re trying to make, isn’t it? Who wouldn’t want to hire the best?

The problem with this way of thinking is that there’s no reason for someone to believe you when you say you’re the best. They just met you, and you obviously want their business, so it’s a conflict of interest. Think of any service you use: car repair, a doctor, or a massage therapist. Would you recommend any of them? How long did you know them before you recommended them to a friend?

Here are three things that lawyers think will distinguish their firm as “the best” (that actually don’t):

  1. Awards. While your firm may have won many different accolades, almost all will boast a listing in "Super Lawyers" or "Best Lawyers in America." These may make your firm look like it has earned high marks, but it’s not going to stand out from all of the other firms who can claim the same thing.
  2. A FREE consultation. Again, every lawyer in your state will be offering a free consultation—it’s actually rare to find one who isn’t. It’s not an advantage if everyone else is doing it, too.
  3. Flashy ads. With the arrival of the Internet, anyone can make a business look reputable with a few lines of code. While you may have chosen one business over another because you liked the look of its website, you’ve also likely been burned by a business that “looked great online.”

The bottom line is: there’s no way for your clients to tell if you are the right lawyer for them by your ad campaign alone. The goal of your campaign should be to bring them in to speak with you, so that you can convince them in person that you are the attorney who can help them find what they are looking for. After all, telling someone you’re the best at something is one thing: showing them is another.

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