What Not to Say When Marketing Your Law Firm
February 1st, 2017 | By: Walker Advertising | Posted in: Marketing
Marketing strategies will help your law firm appeal to the ideal client. However, be wary of alienating them by using words or phrases that are complicated, cliché, or off-putting. It’s likely that your clients are not aware of complex legal jargon, so using them in your copy may be a waste of time or money. When describing your services, write in layman’s terms and you’ll have a better chance of winning over more prospects.
It may be challenging for you to step back from your legal knowledge and think about marketing material from a client’s point of view. But people want lawyers they can trust and relate to, so here are seven tips for what not to say when marketing your law firm:
- Advanced – This word has been overused in almost every industry. Clients may be skeptical when it comes to “advanced” services your firm can offer.
- Unique – A recent buzzword that has been used to attract attention, while not necessarily delivering on the promise. Claiming originality does not impress anyone if it is not true.
- Best – Instead of stating you are the best allow your audience to form this impression on their own through customer reviews or by posting your client list on your website.
- Cutting Edge – Like “advanced” above, this phrase has been used so often and so inaccurately, prospects will likely not even register the phrase.
- Immediately – Don’t make promises you can’t keep, like getting back to an inquiry immediately. Instead, opt for alternative words such as “promptly” or “quickly” which still indicates action without specifying a timeframe.
- Revolutionary – Not only is this word overused, it’s also probably inaccurate. Providing legal services is not revolutionary, but rather an expected part of running a law firm.
- Prevent – While you may hope to prevent settlements, jail time, or complications when handling a case, promising to do so may be premature. Clients who do not get the desired outcome in their legal affairs may also hold this word against you.