Here are some explanations of the most commonly used phrases by lawyers in the Yellowpages and on television.

1.) "No fee if no recovery!" - A lot of injury lawyers use this in their advertisements as if they are unique in offering it. The reality, though, is that every personal injury lawyer I know has this same policy. It means that if the lawyer does not recover any money for you from your case, then you do not owe them anything beyond their out of pocket expenses. These out of pocket costs are for routine expenditures such as filing fees and hiring expert witnesses. When you hear this in a personal injury ad, keep in mind that every lawyer will offer this, and it should not be seen as any kind of uniquely positive trait.

2.) "Free initial consultation!" - This phrase is pretty self explanatory, the important thing to understand about it, is that every personal injury lawyer I know of will offer this as well. The reason this is the case is simple; if your case is good, everybody wants it. The opportunity cost of offering free initial consultations is universally seen as worth it because it can bring in some good cases. If you come to an attorney with a case that could bring in a high settlement, but can't make it to their office, I guarantee they will come to see you for the initial consultation.

3.) "The best lawyer in XZY County!" - This kind of advertising really disturbs me. There is no way to validate the statement, even if it is based on a poll of local residents. It is a highly subjective statement that is merely the opinion of the firm saying it. Advertising with a statement like this is highly unethical, and the state Bar could very well come down on them with harsh measures.

4.) "28 years of combined experience" - A potentially misleading and meaningless phrase. This really has no direct correlation to substantial experience in a law firm. It could very well mean that the firm has 7 lawyers with 4 years of experience each. Make sure you research a firm who advertises this before hiring them. Make sure that the attorneys there actually have experience that will make you comfortable with having them represent you.

5.) "Quick settlements in 30 days or less" - Phrases like these try to take advantage of a general misconception that settling cases fast every time is a good thing. While it would be nice to settle early and get the case over with, you should not agree to do so unless you have a good offer. The problem with firms that advertise this is that insurance companies know who they are and will have leverage on them when discussing a settlement. If the auto insurance company knows that the lawyer is trying to settle in 30 days or less, then there is no incentive to offer a legitimate settlement.