{"id":70058,"date":"2020-04-30T08:23:46","date_gmt":"2020-04-30T07:23:46","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/removing-emotion-without-reducing-impact\/"},"modified":"2025-03-07T17:10:19","modified_gmt":"2025-03-07T17:10:19","slug":"removing-emotion-without-reducing-impact","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/removing-emotion-without-reducing-impact\/","title":{"rendered":"How legal copywriting can remove emotion without reducing impact"},"content":{"rendered":"<p>TV crime dramas have painted a sombre image of the life and work of a lawyer. They come across as sassy, frank and cold. But from our experience of copywriting for legal companies, the reality of a lawyer\u2019s role couldn\u2019t be more different.<\/p>\n<p>Our clients help people through some of the most difficult and emotionally charged situations. Some people seek the help of lawyers to make arrangements for their children after separation. Others need to carry out the wishes of a loved one\u2019s will. The stress of buying or selling property is something you work with your solicitor to solve. And family businesses need to address succession planning. We turn to lawyers when relationships are breaking down and when we need to think sensibly about the future. Despite the support lawyers offer, legal copywriting can sometimes come across as formal and solemn. But it doesn\u2019t have to be that way.<\/p>\n<h2><strong>The compassionate side of law<\/strong><\/h2>\n<p>The words we use have the power to inflame emotions. There are lots of examples through history of speeches and lines that have inspired camaraderie or induced anger. Churchill\u2019s \u2018we will fight them on the beaches\u2019 address is a case in point.<\/p>\n<p>Though for many of our legal clients, words are used to diffuse situations and help people think pragmatically when their resilience and patience are being tested.<\/p>\n<p>A legal professional\u2019s broad awareness of a situation enables them to steer people through difficult decisions with logic. Many believe a lawyer\u2019s role is to remove emotion and help people think rationally, but that seems too simplistic compared to our experience working with legal firms.<\/p>\n<p>Although lawyers do bring transparency and reason to complex decisions, in many cases they will encourage their client to think about the emotional implications of decisions. For example, they may discuss possible options for child arrangements and explain the realities of each circumstance. They might also encourage family members who disagree over a will to work together to find a sensible outcome, helping to keep relationships intact.<\/p>\n<p>The legal firms we write for also talk about reassuring their clients. They provide clarity and understanding, so their clients can make the right decisions for their personal circumstances.<\/p>\n<p>So why, in that case, do law firms ask for our <a href=\"https:\/\/www.strattoncraig.com\/sectors\/legal\/\">legal copywriting<\/a> advice to come across as more human in their communications?<\/p>\n<h2><strong>Demonstrating empathy, not emotion<\/strong><\/h2>\n<p>We\u2019ve found that many legal firms revert to a standard way of communicating because the need to <a href=\"https:\/\/www.strattoncraig.com\/insight\/when-is-technical-copywriting-too-technical\/\">remain factual<\/a> overrides the benefit of writing for impact.<\/p>\n<p>However, there can be a balance. The right words can bring empathy, compassion and reassurance to legal copywriting without overstepping the line into emotional or dramatic.<\/p>\n<p>The Law Society has a great <a href=\"https:\/\/www.lawsociety.org.uk\/for-the-public\/common-legal-issues\/getting-a-divorce\/\">example<\/a>. On its page about divorce, it explains, \u201cA family law solicitor will support you through the divorce process \u2013 and will give you advice that you can trust about the things that matter most \u2013 your children, your home and your financial security\u201d. Using words like \u2018trust\u2019 and calling out people\u2019s common concerns illustrate an emotional understanding of the situation.<\/p>\n<p>Although Age UK isn\u2019t a legal firm, we do like its page about writing a will. It says, \u201cA will is the only way to make sure your money, property, possessions and investments (known as your estate) go to the people and causes you care about\u201d. It\u2019s to the point while showing compassion for someone\u2019s needs and considerations.<\/p>\n<h2><strong>Legal writing tips<\/strong><\/h2>\n<p>Here are a few tips we offer our legal clients to help them weave compassion into their communications:<\/p>\n<p><strong>Use everyday language<\/strong> \u2013 when you\u2019re trying to build connections with people, it can help to mirror the words they use. Reducing the formality and <a href=\"https:\/\/www.lawsociety.org.uk\/public\/for-public-visitors\/resources\/glossary\">jargon<\/a> can be as simple as swapping \u2018resolve\u2019 for \u2018decide\u2019 or \u2018agree\u2019.<\/p>\n<p><strong>Avoiding stating the emotions \u2013 <\/strong>the person reading your communications will probably know that their situation is upsetting, sad or distressing, so try to avoid describing the emotions and instead focus on a person\u2019s likely concerns.<\/p>\n<p><strong>Offer reassurance <\/strong>\u2013 by explaining how you can help, you will bring a positive takeaway and tell the potential client something they might not already know.<\/p>\n<p><strong>Use examples <\/strong>\u2013 it helps to show your understanding of someone\u2019s worries while avoiding overly expressive language.<\/p>\n<p>Legal copywriting is your chance to show the brilliant work you do helping people when they need guidance through difficult circumstances. It\u2019s something our legal copywriters and strategists have lots of experience in. <a href=\"https:\/\/www.strattoncraig.com\/our-clients\/\">Take a look<\/a> at how we\u2019ve helped many law firms stand out from their competitors.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>TV crime dramas have painted a sombre image of the life and work of a lawyer. They come across as sassy, frank and cold. But from our experience of copywriting for legal companies, the reality of a lawyer\u2019s role couldn\u2019t be more different. Our clients help people through some of the most difficult and emotionally [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":55895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,449],"tags":[460,500,501,502],"class_list":["post-70058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-us","category-legal-copywriting-us","tag-copywriting-us","tag-legal-content-marketing-us","tag-legal-copywriting-us","tag-legal-writing-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How legal copywriting can remove emotion without reducing impact<\/title>\n<meta name=\"description\" content=\"Solicitors guide people through some of the most testing and emotional situations. 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