There’s an old joke that goes “What's the difference between a lawyer and a shark?” “One is a pitiless monster without an honest bone it it's body, the other is a cartilaginous fish.”
What Legal Phrases, Symbols and Sayings Do Clients Find Off-Putting?
When looking at lawyer advertising (usually to consumers), there are a lot of lawyers that describe themselves as “sharks”, “pitbulls” and “fighters”. While many of these lawyers are proud of these representations, the reality is that many of these typical symbols, along with some popular legal sayings and imagery actually turn off many potential clients. While they may not be universally held, it is something one must consider when marketing to a specific type of client or clientele. Having or understanding your perspective client persona could help you avoid some of the negative reactions that these symbols or images may attract.
Beyond the Bite: Rethinking Legal Phrases, Symbols and Imagery
Examples of and Why These Legal Phrases, Symbols and Imagery Miss the Mark:
Sharks: The image of a shark can sometimes be associated with attorneys who are viewed as aggressive, ruthless, predatory, opportunistic, or solely motivated by financial gain.
"We'll Fight for You" or "Aggressive Representation": While these phrases are intended to convey dedication, they may also perpetuate the image of attorneys as overly combative.
Scales of Justice: While the scales of justice represent fairness and balance, some consumers associate this symbol with the legal system's complexity, bureaucracy, and inefficiency.
Dollar Signs: Images of dollar signs or money bags may be linked to the perception that attorneys are primarily interested in fees and may overcharge their clients.
Dark Courtrooms: Images of dark, imposing courtrooms may evoke feelings of intimidation and anxiety associated with legal proceedings.
Legal Jargon: Words and phrases in Latin or complex legal terminology can be intimidating and create a barrier between attorneys and their clients.
"We'll get you the money you deserve!": This can be seen as a promise that the lawyer cannot keep, and it may not be the best way to manage client expectations. Further, in situations where there are grievious losses, many potential clients are focused on gaining justice rather than collecting a check.
"No Fee Unless You Win" or "We Don't Get Paid Unless You Get Paid": While these slogans are used to emphasize the client-focused nature of contingency fee arrangements, some consumers may interpret them as opportunistic.
Building Trust: The Cornerstone of Effective Legal Marketing
Knowing Your Why: Persona-Driven Marketing for Law Firms
It's important to note that consumer perceptions can vary widely, and not all consumers will view these symbols, images, or sayings negatively. Many consumers appreciate attorneys who advocate strongly on their behalf and see legal symbols as representations of justice. However, it's crucial for attorneys and legal professionals to be mindful of how their branding and messaging may be perceived by clients and to aim for transparency, professionalism, and ethical conduct in their practice to build positive client relationships. The imagery and terminology that you use in your marketing should be consistent with both your brand messaging and your target client's personas.
Attract, Don't Repel: Crafting a Client-Centric Marketing Strategy
Understanding your ideal client and their needs is the foundation for crafting a marketing message that resonates. By focusing on building trust, transparency, and showcasing your expertise in a way that is clear and approachable, you can attract ideal clients and build strong, lasting relationships.
