Hi Lawyers! Happy day to all you analytical humans!

“Is this firm adhering to Rules for Marketing & Advertising?”

Today I’m doing something a little different. Today’s story, of which I am asking your opinion… is about billboards but it could pertain to any advertising! Watching the video will help because you will actually see the billboards in question.

I’m talking about Bar Rules and Federal Trade Commission rules for marketing and advertising; and I’m asking you to share your thoughts!

Yesterday, (so far) 2,043 read my email, clicking on the links in that email 2,727 times. Thank you thank you! I love seeing you enjoy this content!

Hit reply or email me at Mary@GoMediaMarketing.com and let’s hear your voice about this week’s topic.

Today’s content is geared towards the big advertising law firms we see everywhere, to those of you dreaming about getting started on your own.

Marketing is a huge subject and I’ve been at this nonstop without even much sleep for 15 years. I have personally worked with 176 (and counting) law firms on marketing & media production. So I think a lot about your advertising!

So let’s jump into this subject, “Is this firm adhering to Rules for Marketing & Advertising?”

First off, bar rules vary and you need to read them before you make a move in marketing. So here’s the story where I want your input:

I’m not calling anyone out, this is just for commentary! My daughter and I went to a very fun Love-Boat themed wedding in Vegas for some of my musician friends.

And while driving from Vegas to Los Angeles we kept seeing a law firm’s billboards with the word “Best” on them. (here’s where watching the video helps).

All these years in marketing and advertising for working for lawyers, I’ve been warned (this way and that) not to use superlatives like the word “Best” under any circumstance (so I took a picture as I thought about it).

But why? Why not use the word “Best”? Let’s look closer!

Are these Injury Lawyers going against the California Bar rules for marketing and advertising or engaging in unfair business practices under the FTC guidelines, and harming consumers?

Let’s jump into some history: As you may know, from 1908 until June 1977, when a new precedent was handed down by the U.S. Supreme Court in the case of Bates v. The State Bar of Arizona, lawyers were forbidden to advertise.

The American Bar Association created the intended Model Rules of Professional Conduct (MRPC) stating that “advertising was unprofessional and shone a negative light on the profession of law.” This was adopted by all U.S. bar associations at that time.

So what are the California Bar rules (since this happened in California and that’s where I’m located)?

In Rule 1-400 D(2) California Bar Association states that

“a communication or a solicitation (as defined herein) shall not: Contain any matter, or present or arrange any matter in a manner or format which is false, deceptive, or which tends to confuse, deceive, or mislead the public”.

So we saw a billboard flat out saying “Best Injury Lawyers in CA” later we saw another sign from the same firm saying “Voted #1 Best” if you look closely, it says this firm was voted “Daily News Readers Best Choice”. I googled that term, and couldn’t find anything meaningful.

Do you believe any of this language is intended to mislead the consumer? Respond by hitting reply if you’re reading my email!

Now let’s discuss the Federal Trade Commission who enforces unfair business practices.

Unfair business practices include (but are not limited to): False representation of a good or service, and targeting vulnerable populations.

What do you think? Is this injury firm falsely representing their services and targeting a vulnerable population?

As for saying this law firm is the best, how would a consumer quantify if this firm, and all the lawyers who work for them, are truly the best?

How would consumers know if this law firm is the best? And what are they best at? And I’ll attest that those injured are often in the most vulnerable situation of their lives.

So what do you think? “Is this firm adhering to Rules for Marketing & Advertising?” Is it ok to put the word best on your billboards? Does it matter today? If you were the marketing director for this law firm, would this be your choice? If you have something to add about this subject, hit reply or Mary@GoMediaMarketing.com.

TIP OF THE DAY – A QUICK BILLBOARD FIX
My tip today is: my data shows this is pretty much a waste of space on the billboard. So what would I do?

I usually go with educational content. But since it’s a billboard and consumers/potential clients have to read it quickly, I’d put something thought provoking.

How about saying “Injured?” This calls out to your ideal clients. And then “Find out what you are up against.” (here’s where the YouTube video on my website helps you see it for yourself)

• Do you like my quick fix for this billboard?
• Do you want me to analyze your advertising?
• Would you use the word best in your advertising?
• Do you think this firm is walking too close to the line? Maybe you are that firm or the advertisers…
• Or maybe you don’t advertise at all because of all this!

Hit reply to my email and I’ll see you legal-eagles next week!

P.S.
As of now, 450 of you have stopped by to check out my retargeting Meta Ads course!

Make sure if you want this course that you get it before I pull it down. I don’t keep these courses live indefinitely. I wish I could offer you CLE for it, but so far it’s only purpose is for getting loads of clients for your law firm.

Meta Ads Retargeting Course Link (Get it while it’s Hot!)
https://gomediamarketing.com/product/meta-retargeting-ads-walkthrough/