Taking Back a Lawyer's Position of Authority and Trust (Part B)

The biggest downfall of the reputation of lawyers has been two-fold: so-called "legal advice" websites and horrible methods of marketing for attorneys. While I say your own website is legal marketing gold, the mass-legal websites that offer "free legal advice" can sometimes do more harm than good.

Legal Advice from Non-Lawyers

While there are plenty of websites that offer free legal advice from actual attorneys, there are plenty that don't. You'll see the tiny disclaimers at the bottom citing that their content isn't actual legal advice, attorney sponsorship is paid and not an endorsement and so on and so forth.

Unless the client does their research and reads these pages of disclaimers, they don't even realize that what they are reading as trusted information is in fact just thinly veiled marketing for attorneys.

While I often mention that your legal marketing shouldn't be a sales pitch, it shouldn't be disguised as legal advice either. The only true legal advice should come from the lawyer themselves, not through a proxy like a website.

I've seen it too often where a client tries to go the "do it yourself" route and get all their information from the Internet. They hope they can settle their claim without the help of an attorney and save the attorney fees. In some cases, it's just not possible to get to the settlement phase without legal representation. That could be a niche for your legal marketing efforts!

Don't Perpetuate Bad Marketing for Attorneys

If you can find a physical copy of your local Yellow Pages, grab it and go to the lawyer section. I don't care where you live, I can guarantee you'll find pages and pages of screaming ads with huge phone numbers, people in suits, and "NO FEES WITHOUT SETTLEMENT" "WE CAN WIN YOUR CASE" headlines. I'm not psychic - I just know that for years, this has been the bad legal marketing strategy lawyers keep coming back to.

Another common (and bad) example of marketing for attorneys is the yelling bench ads or billboards
. "ACCIDENT? CALL ME NOW" - you see it in huge red letters all over the city. These are the "revolving door" lawyers - the ones that take any accident case they can get their hands on, settle quickly, and shove the client out the door so the next one can come through.

Revolving door lawyers also give us a bad reputation
. Clients that have been burned by this type of legal representation in the past spread the news to their friends about how lawyers are just in it for the money, and the level of trust drops. It's no wonder we're called "ambulance chasers" when there's a level of disrespect like that for the client's claim.

At Great Legal Marketing we focus on rebuilding the reputation of the lawyer in the community by teaching out-of-the-box marketing for attorneys that shows the human side of our practice. Our strategies break from the sterile marketing gimmicks that have helped perpetuate a bad reputation for lawyers, and brings a breath of fresh air to the legal marketing world.

There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider it a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

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