We are finally here at the “ugly” of the 2017 Super Bowl commercials – do you already have your list is mind? The first couple were really easy for me to come up with, and the last few were late additions after some extra thought was given to the crop of ads this year.

No need for extreme measures just Switch to Sprint!

Sprint, seriously?

The best that you could come up with after spending all of that money on this spot was the idea to fake your own death to get out of your phone contract?

Seriously icky and disturbing.

And while his family watches no less? Really? Just a no, all around.

We get it. You want to give us the message that it’s hard to get out of your phone contract. But is that really the reason you should switch to Sprint? Because it’s so hard to get out of your phone contract that you need to fake your own death? That’s the best you have to offer us?

Huh.

What are the lessons for lawyers and law firms?

Have a solid sales proposition. We’ve talked about this a bit ad nauseum, but what is the problem that you solve for your clients? Yes, Sprint is attempting to illustrate that here, but how could they have better shown the positive features that they offer their users? The things that you WANT from a mobile phone company, instead of just the things you don’t want from your existing company? If the only thing that you’re offering your clients is that you don’t do the annoying thing that your competitors do, then eventually your competitors will catch on and just stop doing that thing. What will you offer then?Instead, show your clients and potential clients the value that you add to their lives because they have hired you. What are the positive things that they gain as purchasers of your services?

Don’t be icky. The above also touches on this point. While pointing out your competition’s foibles can be effective, at some point, it’s only going to highlight your own weaknesses. Use your messaging to show your practice and firm strengths instead of picking out what the other guy does wrong. Associate positive solutions and feelings with working with you and clients will see you as smart, solution-oriented, business-minded, etc. instead of nitpicking what other people aren’t doing right.

Read more: http://www.zenlegalnetworking.com/2017/02/super-bowl-commercials-the-ugly-of-2017/