July 18, 2025 • 22 mins
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💥 Ever wonder why one lawyer sounds powerful and the other sounds... forgettable? John and Mike are back, ripping through another round of legal language breakdowns—from “relentless” vs. “aggressive” to billboards so bad they deserve their own malpractice suit. This isn't just wordplay—it's strategy for how you show up to your clients and prospects.
đź“Ś Key Takeaways
- Why "protect" might outperform "fight" in your branding.
- What bad billboard language teaches us about good marketing.
- How certain words carry emotional weight—and how to use that to your advantage.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Says buy one divorce, get the next one half off.
Cheap divorces.
Sean Simmons, attorney at lawEnd the misery today.
And he accepts PayPal.
He accepts PayPal.
Speaker 2 (00:10):
Oh man.
Speaker 1 (00:11):
Welcome to the Law Firm Marketing Minute, the go-to
podcast for solo and small lawfirms who want to level up.
This week is part two of atwo-part episode on words and
their effects on your law firm'smarketing.
We are again joined by JohnHenson and he shares another
boatload of insight.
Remember, if your law firmneeds more clients and better
(00:34):
clients, go togrowmylawfirmfastcom.
That's growmylawfirmfastcom.
All right, let's get right tothe episode.
All right, cool, we got thiscoolest segment.
It's not the billboard one.
We'll get to that soon, okay.
We're doing segments on thisshow.
Now, yeah, I got two segments,man you know what, and this is
like the first time I've everdone like these segments.
Speaker 2 (00:52):
So like you know, okay, yeah.
Speaker 1 (00:54):
Honorary guest here for an honorary show, so this.
So I've got this or that.
There, it is All right.
Speaker 2 (01:04):
I'll get my producer to work on that.
Speaker 1 (01:06):
That's fine, but basically I have two words.
Speaker 2 (01:12):
Synonymous.
Speaker 1 (01:12):
Synonymous.
Thank you so much.
I'm so glad I've got the wordguy here.
The word guy, that's fine.
You tell me which one youprefer.
Okay, so the first one fight orprotect, protect.
Why is that?
So the first one fight orprotect, protect.
Why is that?
Speaker 2 (01:27):
It's, you know, it's softer, you know again, I guess
still contextually, it doesn'tsound as aggressive either.
It's not as aggressive, you knowso.
And also I think protect is notused as much.
I think you're going to seefight a lot more.
We're fighting for justice,fighting for humor.
So you know, protect think kindof is a little more
(01:47):
well-rounded.
I like it, you know, whereasyou know I think fight feels,
you know, very like, you know,for lack of a better term punchy
Sure, because that's what youdo when you fight.
But protect, protect kind ofhas like more of a longer
lasting element to it, where,where a fight seems like all
right once the fight's over, seeya, versus protect feels more
(02:09):
like an ongoing kind of thing.
Speaker 1 (02:11):
I like it Trusted or proven.
Speaker 2 (02:16):
I'm going to go with proven, and the reason why is
because one again it goes backto fight versus protect.
I think trusted might be used alittle bit more.
Also, lawyers have trust issues.
Like consumers tend to nottrust people in the legal world,
(02:37):
yeah, that's true.
And so to me, slapping trustedon there unless the context
makes sense makes it make sense,I think trusted again just
doesn't carry the weight.
Speaker 1 (02:54):
Yeah, I see what you're saying.
Based on because of the lack oftrust, it's like.
Speaker 2 (03:00):
It's like well, of course he would want to be
trusted.
Yeah, it's like oh okay, yeah,this guy's different.
I get what you're saying.
Yeah, well, of course he wouldwant to be trusted.
Speaker 1 (03:06):
Yeah, it's like oh okay, yeah, this guy's different
.
I get what you're saying.
Yeah, yeah, okay, aggressive orrelentless?
Speaker 2 (03:12):
Relentless is again.
I like relentless.
It's just aggressive, is likefight where it's just like it's
overused.
Speaker 1 (03:19):
Yeah, justice or fairness?
Speaker 2 (03:28):
I'm going gonna say neither.
I'm gonna say neither on that.
Justice is again overused.
We fight aggressively forjustice, I also.
I'm not.
Speaker 1 (03:38):
I like the word fairness, I just I don't know in
copy, fairness is yeah weird touse to me.
I think.
Speaker 2 (03:45):
But to me, especially when I, especially when I'm
writing for lawyers, especiallylike, whether it's PI or family
law, like if I and I'm trying toput myself in a consumer's
shoes, right, like I don'tnecessarily want my lawyer to
have a fair outcome, like screwmy ex, I don't want fair, I want
(04:05):
to win, that's right, you know.
So I want a lawyer who fightsaggressively for me.
No, so yeah, I'm going to goneither on that one Results or
outcomes Outcomes.
Speaker 1 (04:20):
And results is overused, relief or closure.
Speaker 2 (04:34):
Ooh, and results overused.
Yeah, relief or closure?
Who I like?
Both on this one.
So there you go, I'm gonna giveyou a neither and a both.
Yeah, um, because again youknow I I hate being like
contextually bad.
Context matters, yeah, you know, but again I I think, um, what
was it?
Relief and closure?
Speaker 1 (04:45):
closure, yeah, all right maybe relief is the winner
no, like relief again.
Speaker 2 (04:53):
I I think for some practice areas relief makes more
sense.
You know I'm thinking likebankruptcy, um, you know, uh,
you know other areas wherepeople are like kind of
struggling.
But then closure I think worksreally well for, like the family
laws or the PIs, where you'reup against something, it's a
pretty monumental hurdle to getover.
You know a lot of things aregoing to be, you know,
(05:17):
irreparably changed after that.
I want to be able to put mytrust in someone who can bring
closure and some finality to avery serious thing.
Speaker 1 (05:28):
All right.
Personally, I would have saidrelief.
I like relief better thanclosure.
I think that relief is more ofa just kind of like things just.
Speaker 2 (05:38):
Yeah, and again, and that's kind of why I said both
right, like both are really good.
It's just kind of in thecontext of things Like what are
we trying to?
Speaker 1 (05:46):
accomplish?
Yeah Uh, expertise orexperience.
Speaker 2 (05:50):
Hmm, well, most bar rules state that we can't call
ourselves experts.
Well, I can't.
I can call myself an expert.
I'm not a lawyer, but lawyers.
Lawyers cannot call themselvesan expert.
Speaker 1 (06:03):
You really put yourself in the shoes of the
audience there.
I really am, yeah.
Speaker 2 (06:07):
This is my world, man .
And so what was the other one?
Experience?
Yeah, yeah, I think default wegot to go to experience on that.
Speaker 1 (06:17):
Compassionate or understanding.
Speaker 2 (06:21):
I'm going to go understanding, as long as you
can back it up.
Speaker 1 (06:26):
Okay, fearless or confident.
Speaker 2 (06:33):
My initial reaction was confident, but I like
fearless because I feel likeconfidence is probably going to
get overused a little bit.
But fearless, you know, I likethe idea of having a lawyer who
isn't afraid to take on my ex orthe insurance companies or the
(06:54):
government or whoever Like.
Speaker 1 (06:56):
Whoever they need to call, they're gonna call them.
Yeah, yeah, I like it Secure orsafe.
Speaker 2 (07:03):
I mean gosh man, those are both like really close
, yeah, again, I think itdepends on practice area.
I think safe, probably familylaw if you're talking about a
violent situation, but thensecure, I would kind of lean
towards more like estateplanning.
Speaker 1 (07:23):
Makes sense Client-focused or people-first.
Speaker 2 (07:27):
Oh.
Speaker 1 (07:28):
Client-focused sounds better to me.
Speaker 2 (07:30):
I mean they're both really close.
Next, Next.
Speaker 1 (07:34):
Push Efficient or streamlined.
Speaker 2 (07:42):
Man, I love efficient .
I fancy myself to be anefficient fella.
Efficient or streamlined, I'mgoing to go efficient, nice,
they're both similar, but I likeefficient.
Speaker 1 (07:58):
Bold or reliable.
Speaker 2 (08:01):
Reliable.
Speaker 1 (08:02):
Nice.
Speaker 2 (08:03):
Bold can get you into trouble.
That's true Sometimes.
Speaker 1 (08:06):
That's true Win or resolve.
Speaker 2 (08:09):
Win or resolve.
Win or resolve.
So I'm assuming resolve in theform of like finality, not
necessarily like steadfastness.
Speaker 1 (08:19):
Yeah.
Speaker 2 (08:20):
I guess I mean resolve is a little bit more
flowery.
Speaker 1 (08:26):
I guess Win is used so much Win yeah, we win for our
clients.
Speaker 2 (08:32):
Yeah, resolve's resolve, all right.
Speaker 1 (08:35):
Strategic or smart?
Speaker 2 (08:39):
Strategic.
It says more.
Speaker 1 (08:41):
Yeah, I got five more here.
Okay, we'll speed run throughthem so we can get to the
billboards.
Okay, great, accessible orapproachable, approachable,
support or guidance GuidanceProtect your rights or defend
your future.
Defend your future.
You said that so confidently.
Speaker 2 (08:59):
That was so easy.
That was an easy one.
Speaker 1 (09:01):
Knowledgeable or skilled, knowledgeable, no
nonsense.
Or straightforward,straightforward, nice, all right
.
All right, let's get to somebillboards here, all right.
So these are some that I foundonline Whoa.
Speaker 2 (09:16):
Coming out of the gate hot.
Speaker 1 (09:19):
Well, this one.
I'm debating if this first onemakes the social media post or
not.
Let's see.
So.
Park Injury Law Firm for those,obviously, people are listening
.
So I'm going to have todescribe them.
It has a billboard, a pictureof himself.
He looks very uh, bold, yeah,very confident uh gotta be
(09:39):
confident to say this and his uh, his catch line is, like
jeffrey epstein this sign didn'thang itself either.
Wow, I think it was in vegas.
This went up okay, so he wasplaying the odds.
Speaker 2 (09:52):
Yeah, I see what you did there.
So yeah, man, I mean one, Idon't okay, it's park injury,
you know.
Speaker 1 (10:05):
It's all about words, John.
Speaker 2 (10:06):
What do you think?
Speaker 1 (10:06):
about the words, the verbiage.
Speaker 2 (10:09):
I think if you're trying to get attention and get
people to look at you and lookat your billboard and talk about
you, it's great.
But beyond that I don't know ifhe can help me.
So again, it's like what's yourgoal here?
You just want attention.
A plus, yeah, you know greatpun, great, you know, very
(10:29):
timely.
Speaker 1 (10:30):
Yeah, going to get people talking, yeah great, very
timely Going to get peopletalking.
It also is weird, though,because it seems like he's
promoting the billboard company.
Speaker 2 (10:40):
Also.
Yeah, you know what?
I didn't think about that, butthat is yeah.
Speaker 1 (10:44):
Because he says, like Jeffrey Epstein, this sign
didn't hang itself either.
Speaker 2 (10:47):
Okay.
Speaker 1 (10:49):
It magically appeared .
Speaker 2 (10:51):
It also tells me this guy has too much money to burn,
that he can just hangbillboards with little jokey
puns.
Speaker 1 (10:58):
Yeah, All right on to the next.
All right, so we've got twoguys on their stomachs, heels up
in the air in a flowery fieldand it says Ranked number one
law firm in the nation by ourmoms.
Don't wait to show mom yourlove and gratitude.
Call her now and make her smile.
So what are your thoughts onthis?
(11:19):
I?
Speaker 2 (11:20):
hate it.
So I mean, you know, visuallyspeaking, right like I can't
even read the name of the firm,it's in a heart on the bottom
right.
You can't really tell that umto.
The picture is just off-puttingfor a lot of different reasons.
(11:40):
Again, like the last guy, youguys have way too much money to
burn that this is the decisionthat you made, ranked number one
in the nation by our moms.
That's not a great endorsementactually.
I get what they were going forI know what you're going for,
but I.
Speaker 1 (11:57):
But again, we don't know what they're doing.
Right, I don't know whatthey're doing.
It says down there injurylawyers, but I would have never
guessed that.
Speaker 2 (12:06):
I can't even read that from here Don't wait to
show mom your love and gratitude.
Great, that's a nice littlemessage, sure, but I just it's
not great, I don't.
Speaker 1 (12:17):
You don't get a second chance to make a first
impression, right Like if I getinto a car accident because I
was looking at this billboard.
Speaker 2 (12:21):
If I get into a car accident because I was looking
at this billboard, I'm not goingto know that I should have
called them.
Also, there's no contact infoon this billboard, so like I
mean sure, listen, at this point.
Speaker 1 (12:41):
it's not like I can take out my phone and just
Google the name of the firm, buteven the name of the firm for
the people that can't see,it's's push, which is p-u-s-c-h.
okay, and guyan, but it'sspelled n-g-u-y-e-n oh yeah,
that that name yes so, likeyou're not even gonna be able to
remember that, to google it.
Yeah, all right.
Next one and for everyonelistening if you want to see
(13:03):
this episode, we'll be upYouTube.
So if anyone wants to see thesevisuals, we'll be up on YouTube
.
Go, subscribe.
This one is on a bench and itsays butthurt.
What are your thoughts on thisone Placement?
Speaker 2 (13:19):
Placement Points for placement Points for placements.
Phrasing you know, listen, Igrew up as a 90s kid.
Butthurt means somethingdifferent than I think he's
trying to convey.
I think he literally means likedoes your butt hurt?
Speaker 1 (13:35):
Yeah, or maybe he's going for the double.
Maybe Entendre.
Speaker 2 (13:39):
Maybe PI lawyer, this one of the three, this is the
best one so far.
Personal injury, big and yellowhighlighted.
I know what it means.
I don't know the name of thefirm, that's true, you're going
to have to call them to find out.
I guess I'm going to call thenumber and just be like hey saw
the guy's butt billboard on thepark bench and my butt does hurt
.
Let me talk to you.
Speaker 1 (14:02):
Why does your southern accent come out when
you say that?
Speaker 2 (14:08):
Because talk to you.
Why does your southern accentcome out when you say that?
Because that's who I imaginewould be calling all right oh
man all right, all right.
Speaker 1 (14:24):
Next one we got.
It says up here his name isNasty Boy.
Good for him.
Are you asking for it?
Speaker 2 (14:34):
All right, so this guy is a paid endorsement,
because I can at least read thatis a former WWF and WCW tag
team champion.
Nasty Boy Brian.
What is it?
What is it, brian?
Something other, I don't know?
Brian Nobbs or something.
Brian Nobbs coming for thenature boy.
Ric Flair this Saturday for thetag team championships.
Speaker 1 (14:55):
Are you asking for it , brother?
I'm just throwing out all thewrestling references.
Would you guess that he's anauto accident?
Speaker 2 (15:01):
I'm assuming he's just a paid spokesperson.
I'm assuming he's just a paidspokesperson.
I'm assuming this is not alawyer.
Speaker 1 (15:07):
Oh, no, no, no, I meant the lawyer itself, based
off the billboard.
Speaker 2 (15:10):
Oh, about what now?
Speaker 1 (15:16):
Would you have guessed that he was based on?
Because obviously you're Okay.
So if people were listening, onthe left side of this billboard
is a former wrestling guy orwhatever, and he's pointing at
the camera.
He's got this long ass hair andthen he's got mean mug and the
quote is are you asking for it?
Speaker 2 (15:32):
The rest of the billboard doesn't make sense.
I can tell you that right now.
Yeah, like what are you askingfor A free auto accident phone
call?
Why would I ask for that?
I don't want to be in anaccident period.
Speaker 1 (15:42):
Also, he looks intimidated that we're asking
for it.
Yeah, you know, it's like.
Speaker 2 (15:46):
I'm confused.
Yeah, this makes no sense.
Yeah, this is a guy.
Whoever Gary is, Gary justloves wrestling and he got an
opportunity to have Nasty BoyBrian, something or another
Brian Nobbs, Brian Nobbs on hisbillboard and he just took it.
Speaker 1 (16:04):
I just uh, not great all right, here we go next one
injured question mark get alawyer that's got a pair Of
offices to serve you better.
Okay, but for those listening,get a lawyer that's got a pair.
Is in big, bold letters.
Speaker 2 (16:21):
Yep, yep, yep.
Speaker 1 (16:22):
And then of offices.
To serve you better is insmaller letters.
Speaker 2 (16:26):
Mm-hmm, the green law firm.
A lot of backslashes on thisbillboard, some of them more
necessary than others.
Speaker 1 (16:34):
Yeah, I don't understand the backslash, just
as a grammatical.
Speaker 2 (16:37):
I'm in my editor mode .
Too many backlashes already.
You know this is cute.
You know this is one of those.
I'll put this one as the secondbest so far.
This is harmless Injured, sureno, but okay.
(16:59):
A pair Okay.
So they'll go fight for me, butthey've got multiple locations
so I may not have to drive asfar.
That's fine.
I've clearly seen worse.
Speaker 1 (17:08):
Obviously.
Speaker 2 (17:11):
All right, whoa.
Speaker 1 (17:14):
This next one, if anyone's listening, is there's a
billboard where in big redletters at the top it says
injured and then at the bottomit says good we don't even want
your help.
They don't even have a phonenumber, no name of a firm, just
two guys staring at you withsmiles.
Speaker 2 (17:31):
The one on the left looks particularly happy that
I'm injured.
Yeah, that's terrible.
Speaker 1 (17:38):
I'm not sure what kind of messages they're trying
to send.
Speaker 2 (17:40):
I mean, I would assume just as a marketer that
good is the name of their firmCould be totally wrong on that
If it's not that's an evenbigger strike.
But yeah, no phone number, noway to know name of the firm on
there, as far as I can tell,just mean-spirited all right, we
(18:03):
got two more here.
Speaker 1 (18:05):
Okay, next one.
Uh, it says in a pickle calleddill, michael dill, personal
injury lawyer, with a picture ofhim smiling and a phone number
hate it move on you hate itbecause it's like it's's
whatchamacallit, it's too it'sthe pun is too easy.
Speaker 2 (18:22):
Yeah, it's too punny.
Like it's too easy of a pun,like there was no effort.
Speaker 1 (18:27):
Sure, Because the first thing he did was oh, my
name's Dill.
Speaker 2 (18:31):
Yeah, pickle Right.
Speaker 1 (18:33):
Yeah.
Speaker 2 (18:34):
And I mean look, Cobb and Hammett, they got the short
end of the stick here.
I didn't even see that.
Speaker 1 (18:39):
Yeah, there's three guys on this law firm Cobb, dill
and Hammett, but apparentlyonly Dill is the and Dill only
gets the phone number too, whichis crazy.
Speaker 2 (18:52):
He doesn't get first billing, but he gets the phone
number, like they're just poorguy, is's their.
That's probably their entiremarketing campaign.
Oh, that's it.
Speaker 1 (19:03):
Yeah, you know he's probably not even a real lawyer.
He's just there for the nameyeah all right.
Last one, and this one's moreof an ad okay says buy one
divorce, get the next one halfoff, cheap divorces.
Sean zimmons, attorney at law,end the Misery Today and he
accepts PayPal.
He accepts PayPal.
Speaker 2 (19:22):
Oh no.
Speaker 1 (19:22):
This looks like it was probably an ad in a
newspaper of some sort.
Speaker 2 (19:25):
Yeah, you know, and I wonder, if you know, this is
one of those where lawyers gotto wonder why they have such a
negative view by the broadersociety.
Oh God, this reminds me.
I can't remember for the lifeof me the lawyer's name, which
(19:48):
says a lot, but for a while andit could still be there there
was a board on I-77 going northas you're coming into Charlotte
from South Carolina, and it kindof had that same sentiment
where it's just like, come on,like there's taste, there's a
(20:08):
tasteful ad copy, and thenthere's just that where you know
, I mean, yeah, grabs attention,Sure, but like what kind of?
what kind of feeling are youcreating and that's just.
You know, the feeling I getfrom that is exasperation.
Speaker 1 (20:27):
Yeah, yeah, it's also like, yeah, like what are you
even trying to say that?
Like, oh, like, just becauseyou got one divorce?
Like oh well, you're.
It's almost as saying like he'sgoing to take you out of your
divorce and then you're going togo into another marriage.
(20:48):
And then he's like oh, oh, Ihope I heard you got married.
Speaker 2 (20:51):
I hope it's terrible.
Yeah, right, which.
I wonder how many people evertook him up on that.
Speaker 1 (20:56):
Yeah, that's what I would.
I would love to know that.
And they've never seen a BOGOdeal.
I wish, okay, I wish Eddie washere, because Eddie had this
line in this piece of socialmedia content a while back where
he was like, how's about a BOGOdeal?
Right, and that was like one ofthe jokes, like the lawyer's
like why would you do a BOGOdeal?
Speaker 2 (21:12):
Right.
Speaker 1 (21:20):
It doesn't make sense , like what is valuable enough
that hopefully you'll have to doit once.
Right For most things, yeah,but yeah, like what are you
doing?
Offering?
Speaker 2 (21:25):
like a BOGO deal.
Speaker 1 (21:26):
Yeah, buy one, get one.
Goodness gracious.
Well, john, this has been fun.
Yeah, this is great.
Yeah, we are coming close up toepisode 1,000.
What For the Law firm marketingman, I did like 500 of them.
Speaker 2 (21:41):
Yeah, I shouldn't be that surprised.
Speaker 1 (21:42):
So we'll get you back on for for that one.
Speaker 2 (21:44):
I guess so.
Speaker 1 (21:45):
Maybe Eddie will be back for that one.
Yeah, we'll.
We'll have a nice little.
We'll talk more about BOGOdeals and Eddie's divorce and
all that Great.
But, john, this has been fun.
Yes, all you listeners outthere, if you need help with
words, john's a great guy totalk to about words.
Yeah, and you can find him onour social media.
(22:08):
You can find him on our websiteand check him out.
He's also written some books.
Yeah, published some books.
Yeah, a couple, a couple Like30 something 30.
Speaker 2 (22:15):
30.
Yeah, there it is.
Speaker 1 (22:18):
Everyone listening have a great weekend.
We'll see you next week.
Thanks for listening to parttwo of this two-part episode on
words and their effects on lawfirms.
If you enjoyed this episode,please leave us a review.
We would greatly appreciate it.
Or if you have any feedback, wewould also appreciate that as
well.
Have a terrific weekend.
No-transcript.
Says buy one divorce, get the next one half off.
Cheap divorces.
Sean Simmons, attorney at lawEnd the misery today.
And he accepts PayPal.
He accepts PayPal.
Speaker 2 (00:10):
Oh man.
Speaker 1 (00:11):
Welcome to the Law Firm Marketing Minute, the go-to
podcast for solo and small lawfirms who want to level up.
This week is part two of atwo-part episode on words and
their effects on your law firm'smarketing.
We are again joined by JohnHenson and he shares another
boatload of insight.
Remember, if your law firmneeds more clients and better
(00:34):
clients, go togrowmylawfirmfastcom.
That's growmylawfirmfastcom.
All right, let's get right tothe episode.
All right, cool, we got thiscoolest segment.
It's not the billboard one.
We'll get to that soon, okay.
We're doing segments on thisshow.
Now, yeah, I got two segments,man you know what, and this is
like the first time I've everdone like these segments.
Speaker 2 (00:52):
So like you know, okay, yeah.
Speaker 1 (00:54):
Honorary guest here for an honorary show, so this.
So I've got this or that.
There, it is All right.
Speaker 2 (01:04):
I'll get my producer to work on that.
Speaker 1 (01:06):
That's fine, but basically I have two words.
Speaker 2 (01:12):
Synonymous.
Speaker 1 (01:12):
Synonymous.
Thank you so much.
I'm so glad I've got the wordguy here.
The word guy, that's fine.
You tell me which one youprefer.
Okay, so the first one fight orprotect, protect.
Why is that?
So the first one fight orprotect, protect.
Why is that?
Speaker 2 (01:27):
It's, you know, it's softer, you know again, I guess
still contextually, it doesn'tsound as aggressive either.
It's not as aggressive, you knowso.
And also I think protect is notused as much.
I think you're going to seefight a lot more.
We're fighting for justice,fighting for humor.
So you know, protect think kindof is a little more
(01:47):
well-rounded.
I like it, you know, whereasyou know I think fight feels,
you know, very like, you know,for lack of a better term punchy
Sure, because that's what youdo when you fight.
But protect, protect kind ofhas like more of a longer
lasting element to it, where,where a fight seems like all
right once the fight's over, seeya, versus protect feels more
(02:09):
like an ongoing kind of thing.
Speaker 1 (02:11):
I like it Trusted or proven.
Speaker 2 (02:16):
I'm going to go with proven, and the reason why is
because one again it goes backto fight versus protect.
I think trusted might be used alittle bit more.
Also, lawyers have trust issues.
Like consumers tend to nottrust people in the legal world,
(02:37):
yeah, that's true.
And so to me, slapping trustedon there unless the context
makes sense makes it make sense,I think trusted again just
doesn't carry the weight.
Speaker 1 (02:54):
Yeah, I see what you're saying.
Based on because of the lack oftrust, it's like.
Speaker 2 (03:00):
It's like well, of course he would want to be
trusted.
Yeah, it's like oh okay, yeah,this guy's different.
I get what you're saying.
Yeah, well, of course he wouldwant to be trusted.
Speaker 1 (03:06):
Yeah, it's like oh okay, yeah, this guy's different
.
I get what you're saying.
Yeah, yeah, okay, aggressive orrelentless?
Speaker 2 (03:12):
Relentless is again.
I like relentless.
It's just aggressive, is likefight where it's just like it's
overused.
Speaker 1 (03:19):
Yeah, justice or fairness?
Speaker 2 (03:28):
I'm going gonna say neither.
I'm gonna say neither on that.
Justice is again overused.
We fight aggressively forjustice, I also.
I'm not.
Speaker 1 (03:38):
I like the word fairness, I just I don't know in
copy, fairness is yeah weird touse to me.
I think.
Speaker 2 (03:45):
But to me, especially when I, especially when I'm
writing for lawyers, especiallylike, whether it's PI or family
law, like if I and I'm trying toput myself in a consumer's
shoes, right, like I don'tnecessarily want my lawyer to
have a fair outcome, like screwmy ex, I don't want fair, I want
(04:05):
to win, that's right, you know.
So I want a lawyer who fightsaggressively for me.
No, so yeah, I'm going to goneither on that one Results or
outcomes Outcomes.
Speaker 1 (04:20):
And results is overused, relief or closure.
Speaker 2 (04:34):
Ooh, and results overused.
Yeah, relief or closure?
Who I like?
Both on this one.
So there you go, I'm gonna giveyou a neither and a both.
Yeah, um, because again youknow I I hate being like
contextually bad.
Context matters, yeah, you know, but again I I think, um, what
was it?
Relief and closure?
Speaker 1 (04:45):
closure, yeah, all right maybe relief is the winner
no, like relief again.
Speaker 2 (04:53):
I I think for some practice areas relief makes more
sense.
You know I'm thinking likebankruptcy, um, you know, uh,
you know other areas wherepeople are like kind of
struggling.
But then closure I think worksreally well for, like the family
laws or the PIs, where you'reup against something, it's a
pretty monumental hurdle to getover.
You know a lot of things aregoing to be, you know,
(05:17):
irreparably changed after that.
I want to be able to put mytrust in someone who can bring
closure and some finality to avery serious thing.
Speaker 1 (05:28):
All right.
Personally, I would have saidrelief.
I like relief better thanclosure.
I think that relief is more ofa just kind of like things just.
Speaker 2 (05:38):
Yeah, and again, and that's kind of why I said both
right, like both are really good.
It's just kind of in thecontext of things Like what are
we trying to?
Speaker 1 (05:46):
accomplish?
Yeah Uh, expertise orexperience.
Speaker 2 (05:50):
Hmm, well, most bar rules state that we can't call
ourselves experts.
Well, I can't.
I can call myself an expert.
I'm not a lawyer, but lawyers.
Lawyers cannot call themselvesan expert.
Speaker 1 (06:03):
You really put yourself in the shoes of the
audience there.
I really am, yeah.
Speaker 2 (06:07):
This is my world, man .
And so what was the other one?
Experience?
Yeah, yeah, I think default wegot to go to experience on that.
Speaker 1 (06:17):
Compassionate or understanding.
Speaker 2 (06:21):
I'm going to go understanding, as long as you
can back it up.
Speaker 1 (06:26):
Okay, fearless or confident.
Speaker 2 (06:33):
My initial reaction was confident, but I like
fearless because I feel likeconfidence is probably going to
get overused a little bit.
But fearless, you know, I likethe idea of having a lawyer who
isn't afraid to take on my ex orthe insurance companies or the
(06:54):
government or whoever Like.
Speaker 1 (06:56):
Whoever they need to call, they're gonna call them.
Yeah, yeah, I like it Secure orsafe.
Speaker 2 (07:03):
I mean gosh man, those are both like really close
, yeah, again, I think itdepends on practice area.
I think safe, probably familylaw if you're talking about a
violent situation, but thensecure, I would kind of lean
towards more like estateplanning.
Speaker 1 (07:23):
Makes sense Client-focused or people-first.
Speaker 2 (07:27):
Oh.
Speaker 1 (07:28):
Client-focused sounds better to me.
Speaker 2 (07:30):
I mean they're both really close.
Next, Next.
Speaker 1 (07:34):
Push Efficient or streamlined.
Speaker 2 (07:42):
Man, I love efficient .
I fancy myself to be anefficient fella.
Efficient or streamlined, I'mgoing to go efficient, nice,
they're both similar, but I likeefficient.
Speaker 1 (07:58):
Bold or reliable.
Speaker 2 (08:01):
Reliable.
Speaker 1 (08:02):
Nice.
Speaker 2 (08:03):
Bold can get you into trouble.
That's true Sometimes.
Speaker 1 (08:06):
That's true Win or resolve.
Speaker 2 (08:09):
Win or resolve.
Win or resolve.
So I'm assuming resolve in theform of like finality, not
necessarily like steadfastness.
Speaker 1 (08:19):
Yeah.
Speaker 2 (08:20):
I guess I mean resolve is a little bit more
flowery.
Speaker 1 (08:26):
I guess Win is used so much Win yeah, we win for our
clients.
Speaker 2 (08:32):
Yeah, resolve's resolve, all right.
Speaker 1 (08:35):
Strategic or smart?
Speaker 2 (08:39):
Strategic.
It says more.
Speaker 1 (08:41):
Yeah, I got five more here.
Okay, we'll speed run throughthem so we can get to the
billboards.
Okay, great, accessible orapproachable, approachable,
support or guidance GuidanceProtect your rights or defend
your future.
Defend your future.
You said that so confidently.
Speaker 2 (08:59):
That was so easy.
That was an easy one.
Speaker 1 (09:01):
Knowledgeable or skilled, knowledgeable, no
nonsense.
Or straightforward,straightforward, nice, all right
.
All right, let's get to somebillboards here, all right.
So these are some that I foundonline Whoa.
Speaker 2 (09:16):
Coming out of the gate hot.
Speaker 1 (09:19):
Well, this one.
I'm debating if this first onemakes the social media post or
not.
Let's see.
So.
Park Injury Law Firm for those,obviously, people are listening
.
So I'm going to have todescribe them.
It has a billboard, a pictureof himself.
He looks very uh, bold, yeah,very confident uh gotta be
(09:39):
confident to say this and his uh, his catch line is, like
jeffrey epstein this sign didn'thang itself either.
Wow, I think it was in vegas.
This went up okay, so he wasplaying the odds.
Speaker 2 (09:52):
Yeah, I see what you did there.
So yeah, man, I mean one, Idon't okay, it's park injury,
you know.
Speaker 1 (10:05):
It's all about words, John.
Speaker 2 (10:06):
What do you think?
Speaker 1 (10:06):
about the words, the verbiage.
Speaker 2 (10:09):
I think if you're trying to get attention and get
people to look at you and lookat your billboard and talk about
you, it's great.
But beyond that I don't know ifhe can help me.
So again, it's like what's yourgoal here?
You just want attention.
A plus, yeah, you know greatpun, great, you know, very
(10:29):
timely.
Speaker 1 (10:30):
Yeah, going to get people talking, yeah great, very
timely Going to get peopletalking.
It also is weird, though,because it seems like he's
promoting the billboard company.
Speaker 2 (10:40):
Also.
Yeah, you know what?
I didn't think about that, butthat is yeah.
Speaker 1 (10:44):
Because he says, like Jeffrey Epstein, this sign
didn't hang itself either.
Speaker 2 (10:47):
Okay.
Speaker 1 (10:49):
It magically appeared .
Speaker 2 (10:51):
It also tells me this guy has too much money to burn,
that he can just hangbillboards with little jokey
puns.
Speaker 1 (10:58):
Yeah, All right on to the next.
All right, so we've got twoguys on their stomachs, heels up
in the air in a flowery fieldand it says Ranked number one
law firm in the nation by ourmoms.
Don't wait to show mom yourlove and gratitude.
Call her now and make her smile.
So what are your thoughts onthis?
(11:19):
I?
Speaker 2 (11:20):
hate it.
So I mean, you know, visuallyspeaking, right like I can't
even read the name of the firm,it's in a heart on the bottom
right.
You can't really tell that umto.
The picture is just off-puttingfor a lot of different reasons.
(11:40):
Again, like the last guy, youguys have way too much money to
burn that this is the decisionthat you made, ranked number one
in the nation by our moms.
That's not a great endorsementactually.
I get what they were going forI know what you're going for,
but I.
Speaker 1 (11:57):
But again, we don't know what they're doing.
Right, I don't know whatthey're doing.
It says down there injurylawyers, but I would have never
guessed that.
Speaker 2 (12:06):
I can't even read that from here Don't wait to
show mom your love and gratitude.
Great, that's a nice littlemessage, sure, but I just it's
not great, I don't.
Speaker 1 (12:17):
You don't get a second chance to make a first
impression, right Like if I getinto a car accident because I
was looking at this billboard.
Speaker 2 (12:21):
If I get into a car accident because I was looking
at this billboard, I'm not goingto know that I should have
called them.
Also, there's no contact infoon this billboard, so like I
mean sure, listen, at this point.
Speaker 1 (12:41):
it's not like I can take out my phone and just
Google the name of the firm, buteven the name of the firm for
the people that can't see,it's's push, which is p-u-s-c-h.
okay, and guyan, but it'sspelled n-g-u-y-e-n oh yeah,
that that name yes so, likeyou're not even gonna be able to
remember that, to google it.
Yeah, all right.
Next one and for everyonelistening if you want to see
(13:03):
this episode, we'll be upYouTube.
So if anyone wants to see thesevisuals, we'll be up on YouTube
.
Go, subscribe.
This one is on a bench and itsays butthurt.
What are your thoughts on thisone Placement?
Speaker 2 (13:19):
Placement Points for placement Points for placements.
Phrasing you know, listen, Igrew up as a 90s kid.
Butthurt means somethingdifferent than I think he's
trying to convey.
I think he literally means likedoes your butt hurt?
Speaker 1 (13:35):
Yeah, or maybe he's going for the double.
Maybe Entendre.
Speaker 2 (13:39):
Maybe PI lawyer, this one of the three, this is the
best one so far.
Personal injury, big and yellowhighlighted.
I know what it means.
I don't know the name of thefirm, that's true, you're going
to have to call them to find out.
I guess I'm going to call thenumber and just be like hey saw
the guy's butt billboard on thepark bench and my butt does hurt
.
Let me talk to you.
Speaker 1 (14:02):
Why does your southern accent come out when
you say that?
Speaker 2 (14:08):
Because talk to you.
Why does your southern accentcome out when you say that?
Because that's who I imaginewould be calling all right oh
man all right, all right.
Speaker 1 (14:24):
Next one we got.
It says up here his name isNasty Boy.
Good for him.
Are you asking for it?
Speaker 2 (14:34):
All right, so this guy is a paid endorsement,
because I can at least read thatis a former WWF and WCW tag
team champion.
Nasty Boy Brian.
What is it?
What is it, brian?
Something other, I don't know?
Brian Nobbs or something.
Brian Nobbs coming for thenature boy.
Ric Flair this Saturday for thetag team championships.
Speaker 1 (14:55):
Are you asking for it , brother?
I'm just throwing out all thewrestling references.
Would you guess that he's anauto accident?
Speaker 2 (15:01):
I'm assuming he's just a paid spokesperson.
I'm assuming he's just a paidspokesperson.
I'm assuming this is not alawyer.
Speaker 1 (15:07):
Oh, no, no, no, I meant the lawyer itself, based
off the billboard.
Speaker 2 (15:10):
Oh, about what now?
Speaker 1 (15:16):
Would you have guessed that he was based on?
Because obviously you're Okay.
So if people were listening, onthe left side of this billboard
is a former wrestling guy orwhatever, and he's pointing at
the camera.
He's got this long ass hair andthen he's got mean mug and the
quote is are you asking for it?
Speaker 2 (15:32):
The rest of the billboard doesn't make sense.
I can tell you that right now.
Yeah, like what are you askingfor A free auto accident phone
call?
Why would I ask for that?
I don't want to be in anaccident period.
Speaker 1 (15:42):
Also, he looks intimidated that we're asking
for it.
Yeah, you know, it's like.
Speaker 2 (15:46):
I'm confused.
Yeah, this makes no sense.
Yeah, this is a guy.
Whoever Gary is, Gary justloves wrestling and he got an
opportunity to have Nasty BoyBrian, something or another
Brian Nobbs, Brian Nobbs on hisbillboard and he just took it.
Speaker 1 (16:04):
I just uh, not great all right, here we go next one
injured question mark get alawyer that's got a pair Of
offices to serve you better.
Okay, but for those listening,get a lawyer that's got a pair.
Is in big, bold letters.
Speaker 2 (16:21):
Yep, yep, yep.
Speaker 1 (16:22):
And then of offices.
To serve you better is insmaller letters.
Speaker 2 (16:26):
Mm-hmm, the green law firm.
A lot of backslashes on thisbillboard, some of them more
necessary than others.
Speaker 1 (16:34):
Yeah, I don't understand the backslash, just
as a grammatical.
Speaker 2 (16:37):
I'm in my editor mode .
Too many backlashes already.
You know this is cute.
You know this is one of those.
I'll put this one as the secondbest so far.
This is harmless Injured, sureno, but okay.
(16:59):
A pair Okay.
So they'll go fight for me, butthey've got multiple locations
so I may not have to drive asfar.
That's fine.
I've clearly seen worse.
Speaker 1 (17:08):
Obviously.
Speaker 2 (17:11):
All right, whoa.
Speaker 1 (17:14):
This next one, if anyone's listening, is there's a
billboard where in big redletters at the top it says
injured and then at the bottomit says good we don't even want
your help.
They don't even have a phonenumber, no name of a firm, just
two guys staring at you withsmiles.
Speaker 2 (17:31):
The one on the left looks particularly happy that
I'm injured.
Yeah, that's terrible.
Speaker 1 (17:38):
I'm not sure what kind of messages they're trying
to send.
Speaker 2 (17:40):
I mean, I would assume just as a marketer that
good is the name of their firmCould be totally wrong on that
If it's not that's an evenbigger strike.
But yeah, no phone number, noway to know name of the firm on
there, as far as I can tell,just mean-spirited all right, we
(18:03):
got two more here.
Speaker 1 (18:05):
Okay, next one.
Uh, it says in a pickle calleddill, michael dill, personal
injury lawyer, with a picture ofhim smiling and a phone number
hate it move on you hate itbecause it's like it's's
whatchamacallit, it's too it'sthe pun is too easy.
Speaker 2 (18:22):
Yeah, it's too punny.
Like it's too easy of a pun,like there was no effort.
Speaker 1 (18:27):
Sure, Because the first thing he did was oh, my
name's Dill.
Speaker 2 (18:31):
Yeah, pickle Right.
Speaker 1 (18:33):
Yeah.
Speaker 2 (18:34):
And I mean look, Cobb and Hammett, they got the short
end of the stick here.
I didn't even see that.
Speaker 1 (18:39):
Yeah, there's three guys on this law firm Cobb, dill
and Hammett, but apparentlyonly Dill is the and Dill only
gets the phone number too, whichis crazy.
Speaker 2 (18:52):
He doesn't get first billing, but he gets the phone
number, like they're just poorguy, is's their.
That's probably their entiremarketing campaign.
Oh, that's it.
Speaker 1 (19:03):
Yeah, you know he's probably not even a real lawyer.
He's just there for the nameyeah all right.
Last one, and this one's moreof an ad okay says buy one
divorce, get the next one halfoff, cheap divorces.
Sean zimmons, attorney at law,end the Misery Today and he
accepts PayPal.
He accepts PayPal.
Speaker 2 (19:22):
Oh no.
Speaker 1 (19:22):
This looks like it was probably an ad in a
newspaper of some sort.
Speaker 2 (19:25):
Yeah, you know, and I wonder, if you know, this is
one of those where lawyers gotto wonder why they have such a
negative view by the broadersociety.
Oh God, this reminds me.
I can't remember for the lifeof me the lawyer's name, which
(19:48):
says a lot, but for a while andit could still be there there
was a board on I-77 going northas you're coming into Charlotte
from South Carolina, and it kindof had that same sentiment
where it's just like, come on,like there's taste, there's a
(20:08):
tasteful ad copy, and thenthere's just that where you know
, I mean, yeah, grabs attention,Sure, but like what kind of?
what kind of feeling are youcreating and that's just.
You know, the feeling I getfrom that is exasperation.
Speaker 1 (20:27):
Yeah, yeah, it's also like, yeah, like what are you
even trying to say that?
Like, oh, like, just becauseyou got one divorce?
Like oh well, you're.
It's almost as saying like he'sgoing to take you out of your
divorce and then you're going togo into another marriage.
(20:48):
And then he's like oh, oh, Ihope I heard you got married.
Speaker 2 (20:51):
I hope it's terrible.
Yeah, right, which.
I wonder how many people evertook him up on that.
Speaker 1 (20:56):
Yeah, that's what I would.
I would love to know that.
And they've never seen a BOGOdeal.
I wish, okay, I wish Eddie washere, because Eddie had this
line in this piece of socialmedia content a while back where
he was like, how's about a BOGOdeal?
Right, and that was like one ofthe jokes, like the lawyer's
like why would you do a BOGOdeal?
Speaker 2 (21:12):
Right.
Speaker 1 (21:20):
It doesn't make sense , like what is valuable enough
that hopefully you'll have to doit once.
Right For most things, yeah,but yeah, like what are you
doing?
Offering?
Speaker 2 (21:25):
like a BOGO deal.
Speaker 1 (21:26):
Yeah, buy one, get one.
Goodness gracious.
Well, john, this has been fun.
Yeah, this is great.
Yeah, we are coming close up toepisode 1,000.
What For the Law firm marketingman, I did like 500 of them.
Speaker 2 (21:41):
Yeah, I shouldn't be that surprised.
Speaker 1 (21:42):
So we'll get you back on for for that one.
Speaker 2 (21:44):
I guess so.
Speaker 1 (21:45):
Maybe Eddie will be back for that one.
Yeah, we'll.
We'll have a nice little.
We'll talk more about BOGOdeals and Eddie's divorce and
all that Great.
But, john, this has been fun.
Yes, all you listeners outthere, if you need help with
words, john's a great guy totalk to about words.
Yeah, and you can find him onour social media.
(22:08):
You can find him on our websiteand check him out.
He's also written some books.
Yeah, published some books.
Yeah, a couple, a couple Like30 something 30.
Speaker 2 (22:15):
30.
Yeah, there it is.
Speaker 1 (22:18):
Everyone listening have a great weekend.
We'll see you next week.
Thanks for listening to parttwo of this two-part episode on
words and their effects on lawfirms.
If you enjoyed this episode,please leave us a review.
We would greatly appreciate it.
Or if you have any feedback, wewould also appreciate that as
well.
Have a terrific weekend.
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