Who Is Behind The Curtain?
The ad popped-up again in my Facebook feed. The headline screamed, “Have You Been Injured? You May Be Entitled To Compensation!” The post showed graphic pictures of cars crushed together following a crash. It was designed to grab attention. It did. We’ve all heard and seen that headline in numerous lawyer ads. Of course, that’s the call line of almost every lawyer advertisement! But, this ad was different.
How was that Facebook ad different? Most attorney ads contain the name of the lawyer or law firm. Not so with this ad. The ad never mentioned the lawyer’s name or firm. Silence. Instead, the ad was designed to appear like some advocacy group. Fill out this intake form and we’ll help you find a lawyer. Interesting!
The ad reminded me of The Wizard Of Oz. Who’s behind that curtain? Who’s really pulling the strings? If you run a law firm, you are constantly bombarded with emails from “lead generation” services. All these services promise cases for a price. They are awful. So, I suspected the ad was simply some lead generation service.
The ad was interesting the first time it appeared in my Facebook feed. After the 20th time, it was getting old. Curiosity got the better of me! I filled out the intake form. That’s when I learned a specific Alabama personal injury law firm created the ad. The law firm only revealed its identity after you completed all the intake information and provided an email. Yes, it was a well-known Birmingham personal injury law firm. I was surprised at the firm’s identity.
Lawyers have debated advertising for years. Some lawyers advertise. Some do not. But, this is different. How do you feel about attorney ads (or any ads for that matter) that don’t reveal the business name (until you are hooked)? I know how I feel. I think it’s an issue of trust and authenticity. Ads should be candid and honest. This one was not. I don’t know how any consumer could trust a business that hides its identity. I feel that way about any business.
Authenticity Is Essential In Lawyer Communications
Authenticity. Consumers want authenticity. This is especially true when they look for personal services, like lawyers and doctors. But, with most lawyer ads they get the opposite. Most lawyer ads consist of someone smiling, telling you how great they are, and begging for you to call. Those ads destroy trust. When the ad goes a step beyond and hides the firm’s identity, it’s even worse.
The truth is we have some really good lawyers and some really bad lawyers across northern Alabama. When all of them are shouting “call me” to consumers, it’s impossible to tell the difference.
When you have a legal need, it can be scary. Ask the guy accused of a crime and facing jail time. Ask the victim of domestic abuse. Scary and stressful. In my world of personal injury, we routinely talk to clients worried about medical bills, chronic pain and job loss. A serious car accident or other injury brings lots of questions. People need authentic advice and answers. They don’t need gimmicks designed to hide the truth.
False Ads Diminish Trust And Credibility
If you are seriously injured and hire a lawyer, he or she will learn the personal details of your medical history and your injury. That lawyer will likely learn a lot about you and your family. So, trust is essential. A law firm that advertises by hiding its own name is not building trust. The most common complaints about lawyers and doctors involve two issues: communication and trust. The lawyer won’t call me (after taking my case). The lawyer won’t give advice. The lawyer isn’t working for me. The lawyer panned me off on associates. These are common complaints. The issue starts with trust.
False ads with boastful promises or concealed identities are an issue of trust. How can you trust a lawyer who engages you in that manner?