Messaging For Attorneys

Each state has it’s own rules for Attorney messaging. In some states, attorneys can’t advertise how much they have won for their clients while other states allow that message. With these restrictions, attorneys grapple with how to stand out from their competitors. That’s where Marshall comes in. Our research is important to attorneys because it can determine their market position, consumer perception, and what motivates a potential client to choose a law firm!

When working with a personal injury attorney, it is important to know what the limitations are for commercial content. The question, “What is the MOST important factor when choosing an attorney,” is a starting point for building a message.

Notice how, in two different markets, words like reputation, honesty, and credibility are similar and rank high with respondents. Other important themes are experience and referrals.

Most attorneys work these messages into their commercials, but it is difficult to differentiate from competitors. When asked, PI attorneys will say, “the first couple things I’m asked from a potential client is, how much is my case worth and how long will it take?” These issues are difficult to weave into a message that will get approved by the Bar. Therefore, let’s look at what other information you can provide!

Asking a question that can provide information on what message may differentiate your client from others is another great way to use Marshall Marketing. A lot of our markets have had success using a ranker question such as, “In thinking about personal injury attorney television advertising and using a scale of 1 to 10, with 1 meaning not appealing and 10 meaning very appealing, please rate how appealing a TV commercial is that features__________.

With this data, a lawyer can see that access to an attorney when making a call ranks the highest. Testimonials act as a personal referral from a friend or family member. Reputation, skill and experience are the themes addressed with “focus on reputation,” “Board Certified attorneys,” and “resources to pay bills.” An ad that features an award ranks the lowest. Don’t confuse this data with meaning the award received isn’t important. Attorneys will tell you it’s at the top of mind of the client. However, the other issues are key in getting the client to make the initial phone call.