Understanding Lawyer Advertising Lingo

One of the reasons I wrote the book "The Shocking Truth About Lawyer Advertising

," was to use my experience as a car accident attorney to break down some of the more confusing phrases that attorneys use in their ads. So much of what is said in these advertisements is nonsensical and meaningless, and I want to make sure you are prepared to truly understand what they are saying. I strongly urge everybody to get my book for free by going to my website, but in the meantime, here are some explanations of the most commonly used phrases by lawyers on television and in the Yellowpages.1.) "No fee if no recovery!" - A lot of personal injury attorneys advertise this as if they are the only ones, but in reality, it is completely meaningless. Every injury lawyer has this same policy. The actual meaning of the phrase is that if the attorney does not win you any money, then you won't owe them anything other than out of pocket costs. These out of pocket costs are for routine expenditures such as filing fees and hiring expert witnesses. While this is actually a good deal for you, the fact of the matter is that everybody offers it, so it should not play a factor when deciding who to hire.2.) "Free initial consultation!" - Again, this is a phrase that has no real meaning, because every injury attorney offers it. By offering a free initial consultation, it is in fact a win-win situation. You get free advice, and the lawyer gets the opportunity to hear if you have a good case. Every injury lawyer is looking for cases that have the potential to bring in a large settlemen, so offering a free initial consultation is a necessary practice for a lawyer to get what they need. In fact, if your case has enough potential, then almost any lawyer will go to see you for the initial consultation if you are unable to meet them at their office.3.) "The best lawyer in XZY County!" - This kind of advertising really disturbs me, and is clearly unethical by those who use it. A statement like this is clearly subjective and there is no tangible way to prove it. The state bar tends to see this as unethical as well, and will often come down with harsh penalties against a firm that advertises with statements like these.4.) "28 years of combined experience" - This phrase can throw a lot of people off and make them think that a firm is very experienced when they really are not. Combined experience is very misleading, because a firm with 28 years of experience could very well be 7 lawyers with 4 years of experience a piece. Combined experience does not have any direct correlation to substantial experience, so it is important for you to research a lawyer's legal history before hiring him or her.5.) "Quick settlements in 30 days or less" - Phrases like these really scare me, because I know that they can trick some people into thinking it is a positive thing. An attorney who settles every case quickly will not be able to get you the settlement you deserve. Insurance companies know the personal injury lawyers they deal with, and will take advantage of those that promise something like settling every case in 30 days or less. There is simply no reason for an insurance company to offer a reasonable settlement to a lawyer that won't consider taking a case to trial.

Understanding Lawyer Advertising Lingo

By: Jason Epstein

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