From another perspective, when I visited the US I was surprised by the amount of billboards and especially with lawyers advertising stuff like "Did you crash your motorcycle? Contact Harvey David Lawman, the best god damn motorcycle lawyer in town!"
Even as a lawyer, sometimes I'll see a legal advertisement and be astounded at the level of specialization some people have. I saw an ad in the Atlanta airport just a week or so ago for a guy who specialized in recovering lost investments from wall street mismanagement
It's funny that's your example as it's actually illegal (to my knowledge) in most areas for a lawyer to say they're better or more effective than some other lawyer in advertising.
If you pay close attention to them almost all of them cite something like "We'll get you your money" or "Count on us when you're hurt" but I don't think they can say something like best in town.
Correct. Advertising statements need to be one of two things: verifiably true, or impossible to actually disprove. And in either case, they need to sound believable.
"[Product or service] is the best" Is asking for lawsuits because a competitor will make an argument to a judge that there is a metric by which one could be judged to be "best" and therefore is provably false advertising.
Either come up with a concrete claim you can stand behind (in the case of an injury lawyer, something like "$61 million recovered") or wording that can't be argued with (like ""gets you top dollar").
Source: former director at a brand, marketing, and advertising agency.
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u/Toby_Forrester 8h ago
From another perspective, when I visited the US I was surprised by the amount of billboards and especially with lawyers advertising stuff like "Did you crash your motorcycle? Contact Harvey David Lawman, the best god damn motorcycle lawyer in town!"