I heard a public service radio spot featuring advice from Smokey Bear and the need to make sure your campfire is completely out before you walk away. “If it’s too hot to touch, it’s too hot to leave,” Smokey advises.

That’s the takeaway. The nugget listeners should remember. In my opinion, it’s better than the traditional, “Only you can prevent wildfires (previously “forest fires”).

It’s better because it doesn’t lecture us about preventing forest fires, (yes, but how?), it reminds us to make sure our fire is out and provides a simple way to do that.

Easy to remember, easy to do.

Anyway, it got me thinking again about tag lines and slogans, something most attorneys don’t usually adopt but perhaps should.

A slogan or tag helps people understand what you do and how you can help them. It helps them remember this so that when they have a legal situation, they think about you. And it gives them something they can tell others about you.

He’s the lawyer who. . . , She helps people with. . ., They’re the law firm that. . .

My website has the tag line, “Earn more, work less.” That’s what I want visitors to know, remember, and tell others about me and what I offer. It’s simple, easy to understand and contains important benefits.

Tags or slogans don’t need to be brilliant, and this certainly isn’t. But it does the job.

Give some thought to creating a tag or slogan for your practice. Ask yourself, What do I want people to know about me, remember about me, and tell others about me?

Once you have something, take it for a test drive. Share it with your staff or a lawyer friend. Add it to your email footer. Survey your clients.

But don’t take what anyone says as the last word on the subject. Friends may tell you “it’s great” because they don’t know what to think or they don’t want to hurt your feelings.

The best place to test it is with prospects. Someone who doesn’t know you or what you do. If they hear your tag and ask you to tell them more about your services, you may just have a winner.

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