I stumbled across a pile of attorney advertisements yesterday and my head nearly exploded.

These ads agitated me in just about every way possible.

They had a big picture of the attorney and/or his child. They had stupid headlines that had little if anything to do with the prospective client’s problem. The biggest thing in the ad (other than the photo) was the name of the firm.

They were an advertising “FAIL” in pretty much every way possible. They were all about making the attorney feel good and had nothing to do with attracting clients.

The thing that really pushed my buttons was the failure of the advertisements to say what the attorney would do for the client.

The ads used the phrase “Family Law.” That was the only phrase used to explain what the attorney does for his clients. There was no reference to divorce, child custody, property division, nothing but “family law.”

That just makes me want to scream. Why? Because people don’t know what “family law” is.

Have you ever heard a real person say “I really need a family law attorney”, have you? Of course not. They say they need a “divorce lawyer.”

Watch TV, watch a movie, eavesdrop on conversation at a restaurant – they all say “divorce lawyer.”

That’s what you’ve got to call yourself if you want them to understand what you do.

They think, to the extent that they think about it, that a “family lawyer” is like a “family doctor.” A “family doctor” is, I suppose, a general practice doctor. That’s someone that handles a bit of this and a bit of that. They don’t specialize.

So if you practice “family law” then they think you do wills, traffic tickets, adoptions, divorce, house closings, etc.

So if you say “family law” then every penny you spend on running those ads is wasted. It’s like burning money. It makes zero sense.

I understand that other lawyers know what “family law” is and I think it’s fine for you to use that phrase with those people. It’s fine if you’re advertising to other lawyers. But it’s terrible if you’re hoping your ads will be viewed and acted upon by real people.

Don’t use “family law” with lay people. Don’t use it in your ads. Please, please don’t use it – or my head might explode.