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The Public Can't Tell a Good Lawyer from a Bad One

By Ben Glass

When was the last time you opened up the Yellow Pages? If you flipped to the attorney section (which I'm sure you did, if you are a lawyer), you probably noticed pages and pages of ads. Almost all of the attorney advertisements shouted the same message - "Free Consultation!" "We Care About You!" or "No Fee Unless We Win!" After reading all of these ads, it starts to become difficult trying to differentiate one lawyer from another. And think, if you had this problem, how much more challenging is it for the public?

Lawyer marketing is tough, especially when consumers can't tell the difference between a good lawyer and a bad one. This problem isn't unique to the legal industry though. Think about when you are looking for a new doctor. You really don't have anyway of knowing if the doctor is good or not until you have become a patient.

The public does not have a simple way to judge the quality of professional services. As an attorney, you know what qualifications people should be looking for when hiring someone to represent them. This information is something that you can share, which will ultimately lead prospects right back to you.

I created a book entitled, The Truth About Lawyer Advertising, which I market on my website and elsewhere. It provides insight into deciphering lawyer ads and how to find the "right" lawyer.

By educating your prospects about how to hire a lawyer, you will be setting yourself up as the "wise man or woman on the top of the mountain."

To learn more about my approach to attorney marketing, visit my website, GreatLegalMarketing.com.

Full post as published by Effective, Ethical Marketing For Attorneys on May 30, 2010 (boomark / email).