If you know anything about Star Wars, the Lord of the Rings, or Lawyer Marketing, cosmic truths come in threes.
Three Star Wars trilogies, three rings to rule them all, and three more rules about hyperbole in law firm marketing. In our last installment, we looked at the don'ts.
In this episode, we see the biggest-ever hyperbole to-dos in law firm marketing. It's about balancing your lawyer skills in the marketplace universe.
Do Avoid Hyperbole
Hyperbole is just a little lighter than a white lie, but not much. It's an obvious exaggeration at best.
Dr. Ken Broda-Bahm, writing for the Persuasive Litigator, says it's the worst thing ever for lawyers. "Hyperbole will absolutely crush your chances of winning," he says. "Okay, maybe that's a little over the top."
He was writing about legal argument, but the point applies to advertising as well. For the most part, just don't go there.
Do Have Fun With It
Is all hyperbole bad? No, writes Terri Porter for the Grammar Phile Blog.
"It can actually be an effective device when used sparingly or humorously and when your readers/viewers are in on what you're doing," Porter says.
For example, Dos Equis has featured generations of "The Most Interesting Man in the World" to sell beer to thirsty consumers. It works because it's funny, my friends.
Do Understate It
Understatement is actually the opposite of hyperbole. As a tool of persuasion, understatement is more effective than hyperbole.
It works in the courtroom, and when marketing in the court of public opinion. Writing for the Lawyerist, Brendan Kenny calls understatement "a powerful weapon."
"Judges and juries probably expect you to exaggerate," he says. "So, defy expectations and strengthen your position by understating it."