It's no wonder lawyers all over struggle with advertising and marketing their practice. Here's an article from a law school professor, published in the Michigan State Bar Journal, telling lawyers that "telling the facts" is a great way to differentiate yourself.
Michigan State Bar article shows lawyers how to advertise effectively.
Law Professors Don't Make Good Marketers
Being a professor at a law school has a certain prestige, and typically they are blinded to the struggles of the solo and small firm attorney. This PDF is a good example of the weak advice given to students at law schools.
Imagine you are shopping around for auto mechanics. One auto mechanic uses strictly the facts. He has been a mechanic for 20 years, has experience on imports, and has free coffee in the waiting room. Another mechanic also has 20 years of experience, but her ad talks about her shuttle service, free tire rotation, and 20 point inspection.
Both ads are accurate (all your ads should be!), but the second mechanic did more than "stick to the facts." Instead, that mechanic turned her shop into the place you want to take you car!
This is why professors don't give good marketing advice. They are more interested in what is than what could be. This PDF doesn't talk about ways to impress your customers, instead it wants you to focus on flimsy buzz-words like experienced, certified, or "devoted energy."
If only we had a nickel for every lawyer website that features their "aggressive experience."