If someone from another country turned on a sports program on television, they might be confused by what they heard: “Nothing but net!” “He left a few ducks on the pond!” “That kick split the uprights!”

This is called jargon, and it includes any words or phrases used by a particular group that can be confusing to outsiders. When it comes to legal marketing, jargon is everywhere and it’s difficult to determine its true place. In fact, your firm may be guilty of using jargon in your marketing materials.

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Many law firms approach their legal marketing like a legal brief. It’s dry, dull and humorless. While marketing for lawyers shouldn’t read like a Jim Carrey movie script, it’s okay to include some levity.

Legal marketing, like any form of marketing, is about building connections with the people you want to recruit as your clients. Humor can go a long way toward establishing those relationships. In reality, including a few smile-worthy lines in your copy makes you relatable, not unprofessional.

How to Use Humor in Legal Marketing

Humor can …