There are certain business categories for which dreadful advertising is apparently a must. First among these is attorneys.
I have to admit that I have spent an inordinate amount of time watching midday judge shows. Doing so exposes one to a collection of attorney commercials so heinous that you would sue the makers if only that didn’t require soliciting the services of an attorney.
Once upon a time, there was just one type of attorney ad…weasely-looking guy with a thick mustache addresses the camera, dressed in his favorite blue suit and most trust-inspiring tie. He tells you a riveting tale about how insurance companies will screw you over or how sometimes bad things happen to good people. They also like to throw around the word “mesothelioma.” As a skeptic, you ask yourself, “how can I be sure this guy knows what he’s talking about?” Fear not. If you look real close, you’ll notice the vast collection of law books behind him. And who would keep so many books on a shelf without reading them all?
Truth is, the Bar Association sets staunch guidelines regarding what content can and cannot be included in attorney advertising. Law books fall in the “can” column, while things like, oh, I don’t know, any indication as to whether or not the attorney is qualified to serve you fall under “cannot.”
But leave it to attorneys to find a loophole. Enter a new breed of commercial…the lawyer referral service. Not sure what I’m talking about? Ask Gary.
Many attorneys subscribe to lawyer referral services like 1-800-Ask-Gary (not an endorsement) that have more leeway in structuring their ads. Instead of some stuffy attorney, we get everyday people we can relate to, like Roz. I know her name is Roz and that she’s not an attorney because she leads the spot with, “I’m no attorney, I’m Roz.” Roz is just an average Joe who wants us to know that if she was hurt in an accident, she’d call 1-800-Ask-Gary. Gee, thanks for the advice, unqualified spokesperson.
Color me crazy, but perhaps attorney ads could include information one could actually use to make an informed selection of legal counsel. How many cases have you handled? What’s your success rate? How often do you settle versus going to trial? How many clients do you represent at once? What type of car do you drive? Can I borrow it?
With legitimately worthwhile content, there would be no need for brimming bookshelves nor rambling Roz-es and we could all enjoy Judge Judy in peace.