Aggressive. Experienced. Cliché.
We at Mockingbird began to notice a trend in many firms’ taglines, namely, that they focus on the same overused, generalized words and phrases to describe their value to clients. I took a look at a random sample of 50 personal injury attorneys’ taglines across the country from Avvo’s directory, one from each state, and populated the word cloud* you see above.
It’s easy to see which words dominate the personal injury attorney tagline world. More than a quarter of the 50 taglines harp on their experience, 16% brag about how aggresive they will be, and 14% sing praises of the compensation they will earn for their clients. Sure, you’re aggressive in seeking justice for your clients. Sure, you have years of experience. But I shouldn’t be able to take your tagline and paste it into another law firm’s homepage and have it fit like a glove. Do you want potential clients to think you offer services identical to your competitors, approach situations the exact same way, and support them like every “run-of-the-mill” attorney?
No, you don’t.
So don’t use a slogan that makes you sounds just like the rest of them.
The whole point of having a tagline is to differentiate yourself from the competition, but when you sound just like everyone else you’re doing the opposite. What’s the solution?
- Focus on what makes you different. Ask, “who are we and what makes us different from every other attorney we compete with?” This should be the first question you address when creating a tagline. Are you incredibly fast at responding to inquiries from potential clients? Do you take particular pride in the relationships you build or the settlements you have won? Then encapsulate that sentiment in a concise tagline.
- Avoid clichés.
When thinking about how to market yourself and your firm, stay away from broad generalizations. Choose wording and phrases that convey why you’re unique and in an exceptional position to give clients the legal support they need. A general rule of thumb is to shy away from adjectives. More often than not, they end up being too general and don’t convey the distinct advantage clients have to gain by choosing you. Lean more towards nouns and verbs to give your tagline energy and personality.
- Remember that you’re speaking to real people.
It goes without saying that whatever event happened that caused an individual to reach out to an attorney was a very trying situation. So think about what your potential clients are looking for. Put yourself in their shoes. They are seeking help. They are likely already under stress from having suffered a personal injury. And now they are looking at eight different firms that all promise aggression, high compensation, and are telling them how experienced they are. Speak to them with language that sets you apart and addresses the concerns and values THEY have.
If you believe that you are different and better positioned to help clients than your competitors, put words to it. Craft an original and honest tagline that sets you apart from the other firms your potential clients could be picking. Identify what you have to offer that is unique, and then don’t shy away from using that to market yourself. Don’t let your voice get drowned out in the crowd.
Need help crafting your own original and impactful tagline? Contact Mockingbird today to learn how we can help build a strong and successful brand for your law firm.
*Extraneous words (e.g. conjunctions such as “for,” “and,” “nor,” “or,” “yet,” and “so”) were removed before creation of the word cloud and similar words (e.g. “experienced” and “experience”) were categorized as the same.