“You’re Nobody Until You Win Your Case,” Said a Lawyers Ad on TV

Lawyer commercial while sitting in doctor’s office

I was sitting in the doctors waiting room. The TV was on. A Jacoby & Myers commercial started. I tuned out. Then 15 seconds later I picked my head up when I heard presidential sounding music and saw pictures of really old Presidents. A voiceover said “You’re nobody until you win your case.”

“What?” I thought. “What did he just say?”
“You’re nobody, until you win your case???”

What the heck does that mean?

Does that mean that people who do not win their case are losers and are nobodies? Does this mean that this law firm only takes cases they can win? Does this mean they have a track record of getting good results? Does this mean nobody notices you until you win your lawsuit?

To be fair, I was not paying attention to the first 15 seconds of commercial. However, the waiting room was full of people, many of whom were watching the ad. I was tempted to query each one of them is if they were jurors on my panel.

I want to ask the packed room what they thought of this television commercial for this law firm.

I wanted to ask if any of them would be compelled to pick up the phone and call these lawyers based upon the ad they just watched. I wanted to ask the question “Why?”

Why this law firm and not another law firm? I wanted to ask if any of them were able to relate to the content they just saw in this 30 second TV spot.

Glancing around the room, it appeared as if the majority of people who were watching TV were bored with it as I was. They all had more pressing matters to think about. Not one of them reached for their phone to call this law firm. Not one of them raced to scribble down the lawyer’s phone number before the commercial ended. Interestingly, not a single person in the waiting room reacted to the commercial.

The phrase “You’re nobody until you win your case” is insulting.

What about the people who don’t have cases? What about the people who are not injured? You have alienated a segment of the population. Although the firm probably doesn’t want those individuals anyway, they may have instilled hard feelings simply by telling people that they are nobody unless they win their case.

Looking around this packed waiting room it was obvious that not one person cared what was being said in this commercial. Except for me. Except I wasn’t looking to hire an attorney. Instead, I wanted to learn the psychology behind the ad and whether that would compel a viewer to call.

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