improve your law firm's tag line, and improve your bottom line
TRANSCRIPT
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Improve Your Firm’s Tagline
And Improve Your Bottom-Line
LawLytics Webinar Series
10/17/13
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lawlytics.com/webinars
Every Thursday, 1pm EST/10am PST
Please Keep Joining Us!
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Tagline (or tag line) noun • A slogan or catchphrase, especially as used
in advertising; • A memorable phrase or sentence that is
closely associated with a particular product, service, movie, person, etc.
• The words at the end of a joke, story, etc.
What’s A Tagline?
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Why Should You Care About Your Law Firm’s
Tagline?
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A Tagline Is Forever
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Taglines Anchor All Advertising
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Taglines Anchor
All Advertising
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Taglines Allow A Brand To
Send Different Kinds Of
Messages
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Taglines Allow A Brand To
Send Different Kinds Of
Messages
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Forever is a Long Time
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Taglines Carry The Entire Feel
Of A Brand
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Taglines Allow A Brand To
Advertise To Different Market
Segments
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Taglines Provide
Foundation
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Tagline Placement
Varies
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How Is Your Firm Different?
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• I’ve written innumerable taglines, sold a bunch, and seen them help define brands in various industries.
• They’ve provided the foundation for all
marketing communications for brands that have seen tangible increases in sales.
• They’ve defined brands for years on end.
• And, for what it’s worth, they’ve garnered me a few awards for creative advertising.
• It’s not a science, but there are some tried
and true steps that I use that you can follow to guide your law firm’s brand
What The Bleep Do I Know
About Taglines?!
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When Your Brand Faces
Difficult Public Relations, Your Tagline Can Be An Opportunity
To Start A Dialogue
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Tagline As Part Of The Brand’s Name
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Tagline That Utilizes
A Brand’s Product Name
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Sometimes Your Tagline Is Staring You In
The Face
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Sometimes Your Tagline Is Staring You In
The Face
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Taglines Need To Work In All
Media
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Taglines Need To Work In
Multiple Executions
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• Taglines can help define your firm for potential new clients
• Taglines can help address difficult societal issues
• Taglines need to work in all media.
Enough About Me!
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Got One Of The Best Taglines Of All Time?
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Got Copycats?
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Taglines Can Alter Grammar
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• Expresses Brand Essence • David vs. Goliath • Open Opportunity To
Leverage Famous Iconoclasts
Apple’s Think Different
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Apple
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open… sugar water!
Coca-Cola
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Sub-Taglines For Specific Sub-Targets
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The Audio Tagline
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• When You’re – Maserati (or similar brand) – Google – When you really don’t have
competition & everyone knows who you are.
When You Don’t Need A
Tagline
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• Changing The Way People Think About Attorneys, One Client At A Time®
• Lawyers You’ll Swear By, Not At®
• The Counsel You Keep®
Taglines That Play Off Public Perception Of
Attorneys
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• Make Your Ideas Untouchable
• Damn Fine Litigators • All We Do Is Work • Texas Based. Global Reach. • Extremely Floridian
Taglines Specific To The Practice Area
& Geographical
Area
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• Articulate Their USP • Emotion • Clear PNC CTA • Differentiate From Their
Competition
Why Certain Law Firm
Taglines Work Better Than
Others
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Law Firm Tagline In Context
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When The Tagline Simply Describes Your Practice Area
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Tagline As (Practically) A Mere Design
Element?
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Industry-Focused Tagline
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• Unusually Good • We Do One Thing – Labor
& Employment Law – So We Have To Do It Well
• Always There • Right There With You • A Law Firm That Really
Moves • Not Just Any Law Firm
Some “Interesting”
Law Firm Taglines
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• Making A Difference Is Our Practice
• It’s Not A Common Practice
A Word About Puns In Taglines
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• Asking Questions In Your Tagline Invites Mockery
• Some prognosticators are
saying that taglines are dead.
Cautionary Notes
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• What’s Your USP/ULFP? • What’s Your Marketing
Strategy? • Who’s Your Competition &
What’s Their Tagline(s)?
Your Law Firm’s Tagline
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Next Week:
What The Bleep Is “Semantic Markup”? And Why Lawyers Should Care.
LawLytics.com/webinars
Every Thursday, 10am PST
LawLytics Thursday Webinar
Series
