Improve Your Law Firm's Tag Line, and Improve Your Bottom Line

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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

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