Lawyer Marketing GuyLets Understand the Marketing…!

Names are important. Names can make or break advertisers. Do you know what an MRI is? Did you know that, in the early days of this medical science, we had NMRIs? What is the difference between the old NMRI and the new MRI?

Nothing. The name was changed from NMRI to MRI because people were afraid of being tested by a Nuclear Magnetic Resonance Indicator. (“Nuclear” refers not to atomic energy but to the nucleus of the cell, which is charged magnetically to get a picture of what is going on.)

Did you know there is no chocolate in “white chocolate.” White chocolate, which is a combination of butter (or oil) and sugar, was commonly called “almond bark.” Almond bark was not very popular until the confections industry renamed it “white chocolate.” Now, it seems white chocolate is everywhere.

Have you noticed that the GOP no longer uses the term “global warming?” Instead, they use the term “global climate change.” The public does not seem to be very alarmed about global climate change; it’s weather.

Simple word changes can make huge differences in perception and, down the road, in attitudes and action.

That is why many lawyers choose to be called attorneys. The public often perceives lawyers as the “bad guys” and attorneys as professionals.

What does the public think about “personal injury lawyers?” It is not pretty. How about a name change that better communicates what PI lawyers do?

Personally, I like the term “negligence attorneys.” A lot of people don’t like to sue — that is until they have a good reason to. Negligence may be a better reason to sue than personal injury.

People get hurt; it is not always somebody else’s fault. However, when we sue for negligence, it is clear who the “bad guy” is.

I say let’s become “negligence attorneys.” The term clearly defines who the good and bad the guys are.

What terms do you use in your marketing that might serve you better if you change a word or two?