Lawyer advertisements can get expensive, which is why I’m baffled when I see the same empty legal buzzwords used in bad lawyer advertisements. A good lawyer advertisement in Richmond is simple, to-the-point and honest. Yet I still see ads that scream nothing more than, “If you need a lawyer, call me!”

The language of bad lawyer ads runs in two veins: complicated and empty. Complicated ads use words like “litigation” and “premises liability” and anything in Latin to try and convey that this lawyer is serious business. The other category of language is the empty buzzword category. Some of the shining examples I’ve seen include:

  • aggressive;
  • experienced;
  • compassionate;
  • focused; and
  • dedicated. 

I look at it this way: If a lawyer has to advertise they have those qualities, they probably don’t have anything else of merit to offer. Every lawyer should embody those principles, especially focus and dedication, not reduce them to legal buzzwords. You chose law as your profession; of course you should be dedicated to your job! 

If you’re looking at a lawyer advertisement that says, “Call me because I’m aggressive, experienced and compassionate,” turn away. 

Don’t Answer a Bad Attorney Ad! 

Don’t let flashy buzzwords sway your analysis of a lawyer advertisement. Order a free copy of my book, The Truth About Lawyer Advertising and get all the information you need to make an informed decision about hiring a personal injury attorney. If you'd like to discuss your case, call my office at 1-703-584-7277. And remember, don't let bad lawyer advertisements sway you.

Ben Glass
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Ben Glass is a nationally recognized Virginia injury, medical malpractice, and long-term disability attorney
A honest approach to me sounds like a winner.
by Joellyn Gatliff August 17, 2016 at 12:14 AM
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