Tone is Important in Your Legal Marketing Message
Think about your ideal client and how they speak. Are they casual and use simple, everyday vocabulary, or are they more articulate and choose to use a more robust vernacular? The lawyer advertising language you choose when composing your content is highly important when you're trying to create a personal connection to your clients.
As I said earlier, tone needs to be considered when you are drafting your content. If you're taking a sympathetic route with sensitive case matters, you should focus on a simple vocabulary. You don't want to sound too haughty and pretentious, as your clients are looking for someone who understands their plight, not someone who's going to be talking over their heads.
For more business-minded cases, you can kick things up a notch in the vocabulary department and use some higher-end language. You want your clients to feel comfortable that their attorney has a good education and can articulate themselves like an intellectual. Standard business terminology can be used here, and you can avoid the softer language of the sympathetic content.
Create a Feeling Through Your Lawyer Advertising Language
It's really all about tone and vocabulary. The words you choose and how you present your message are ways to connect to your clients' emotions. Advertising is all about sparking a certain feeling in your potential client. In the case of convincing your ideal client that they need to hire an attorney (and that attorney should be you), you need to first convince them they will benefit from legal counsel, and they should be considering you as their first choice.
Convincing them that they need a lawyer is the more challenging goal of your legal marketing. Many clients are reluctant to spend the money on an attorney, so your legal advertising language needs to reassure them that you're only out for their best interests. Once you've established that feeling of trust, the second half of the goal is convincing them you're their best choice. This is fairly simple. They already trust your advice that they need legal help - why not you?