I'm not gonna name names so it any of the claims sound familiar don't sue me. I am painfully aware of how much it cost to advertise. I'm an old school veteran of the ad biz and I kind of mourn the time when marketing a product or service meant finding compelling andcreative ways to differentiate your offering.
In my view, advertising was more respectful of the consumer. I cannot avoid the the changing landscape of what use to be traditional advertising channels. I'm overwhelmed, for example, how often I am assaulted by law firms and how lame and insulting their messages are to its customer prospects.
I recently drove Interstate 70 in Saint Louis a short 20 mile stretch from Creve Coeur, MO to the Old North Neighborhood. That round trip treated me to no less than a dozen billboards screaming in that busy stretch of challenging traffic.
The lawyers must believe in the power of advertising but I wonder if they believe in the rationality of their prospective customers.
We win!
I guess a fair number of people considering engaging legal representation want a firm that is competent. But, this message is pretty arrogant and not easy to substantiate. Do you win 100% of the time? (That can't be true.) Do you win more than the competition. (Where can I find a ranking and relative win-rates? Not available.)
We win a lot!
This claim is even more reliant on the "bandwagon effect" but where can the average joe get a perspective on what a lot means. Giant victories? Multiple wins for the little guy?
Injured in an auto accident? Call us.
This suggests that injury law is just a routine dance. They often tell you in ads to not even listen to the insurance company. It suggests that there is no civility in this instant adversarial battle triggered by whatever happened on the road that resulted in your personal injury,
We're the biggest.
Biggest? Well does that mean you are good? Does it mean you are good? How does this you make you the best choice for me.
We're big.
Sometimes that claim isn't even relative to the competition: local, national, specialty or otherwise.
Consultation is FREE. We'll help you understand what your case is worth.
Talk is cheap. I get it. It won't take your firm long to determine if you have a case.
Don't listen to the insurance company. (They are not going to get you the money you deserve.)
Yup. They want you to believe that your sorry injured self deserves compensation and the law firm knows how to go get it for you.
We will treat you like family.
Sure, what time should I show up for Thanksgiving dinner?
We are the best.
And you have a short list of winning believers who might be credible enough to endorse you in advertising.
When in doubt, as your advertising agency suggests, hit 'em over the head with your clever/easy to remember phone number. Oh and if your name is on the door you can impress your prospects with your incredible sincerity.
