Should I trust a lawyer’s advertisement that says he or she is an "aggressive, compassionate, experienced" attorney?

Bad lawyer advertisements may rely heavily on flashy graphics, celebrities and empty buzzwords to catch a client’s attention. Richmond lawyers shouldn’t have to advertise like a used car dealership or an appliance warehouse. These lawyers may as well just slap, “If you need a lawyer, call me” on their ads because that’s all they’re telling prospective clients. 

What are some legal buzzwords? 

Look at a typical Richmond lawyer advertisement and you’ll often see legal buzzwords that make an attorney seem important. Some common buzzwords include: 

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

Do these words really mean anything? No. In fact, if your lawyer DOESN’T embody all of those adjectives, then he or she probably isn't a very good lawyer. Every lawyer should be dedicated to the practice, care about their clients and be aggressive in their pursuit of justice. 

I’m not saying that the use of any of these words in a lawyer advertisement is the sign of a poor lawyer. I’m only telling you that you should not base your decision to hire an attorney purely on an ad. It takes a bit of research and a consultation or two to find the right lawyer for your case. Believe me, it’s worth the effort! 

Be Wary of Buzzwords in Ads 

A lawyer advertisement should be honest, relevant, and to the point. Don’t let yourself be distracted with empty buzzwords and flashy claims that don’t suggest much else beyond, “If you need a lawyer, call me.” That’s not very helpful.

Ben Glass
Ben Glass is a nationally recognized Virginia injury, medical malpractice, and long-term disability attorney