Of all the marketing tools at a law firm’s disposal, the one that inevitably draws the greatest amount of skepticism is advertising. There are many reasons for this, but what most prevents attorneys from running ad campaigns is a fear that somehow such an effort will diminish the reputation of the firm.

There is some merit to this concern. Consumers are bombarded with print and broadcast messages that imply, quite strongly, that there is easy money to be made in suing over an accident, a product defect or a physician’s mistake. Many of these messages are delivered in a shrill and/or unprofessional manner that damages the credibility of the entire industry.

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