Original Lawlytics Webinar presented by Kit Cramer, and can be found with transcript at: http://www.lawlytics.com/webinars/lawfirmtaglines.

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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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kit@lawlytics.com
#lawlyticsu
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