People have many preconceptions when it comes to lawyers, especially personal injury lawyers. Many personal injury lawyer ads feed into these preconceptions. Many lawyers have done a terrible job educating the public about personal injury lawyers and the law. Their commercials and advertisements are not designed to educate but rather to get the phone to ring. Many ads use scare tactics to convince viewers to call the lawyer. Other ads make implications about the money they can get if they call the particular lawyer. With all of this misinformation reaching consumers, it is easy to see why the majority of the general public has a negative view of personal injury lawyers.

The book attempts to dispel many of these misconceptions about personal injury lawyers and their advertising. Do any of these sound familiar?

• Lawyers that advertise in the yellow pages must be successful and experienced in the field of law for which they advertise.
• Lawyers that advertise on T.V. must be even more successful and more experienced in the field of law for which they advertise.
• Lawyers or law firms with several offices must be more successful than those with only one or two offices.
• The lawyers that appear in their television commercials and their print ads are the lawyers that will be handling my case.
• Lawyers cannot advertise for personal injury cases unless they are knowledgeable and experienced in handling personal injury cases.
• Lawyers that advertise for many different areas of law must be good at all of these different areas of law.
• All lawyers have the same training and experience.
• All personal injury lawyers take cases to trial on a regular basis.
• Lawyers that belong to impressive sounding organizations must be competent and reputable.
• Lawyers  advertising "million dollar" settlements or verdicts will be able to get me the same results.
• Lawyers promising quick settlements must be reputable.

For more information about myths surrounding lawyer advertising, order your free copy of A Consumer's Guide: Choosing a Personal Injury Lawyer in Wisconsin.