Heavy advertising doesn’t necessarily correlate with legal competence, making it crucial to look beyond marketing messages when selecting representation. Large advertising budgets might indicate financial success but could also mean high case volumes preventing personal attention. Television commercials and billboards create name recognition without demonstrating actual legal skills or case results. Some heavily advertised firms operate as referral services, passing cases to other lawyers while keeping referral fees. Investigate whether prominent advertisers actually try cases or primarily pursue quick settlements to maintain volume. Ethical advertising should include disclaimers about prior results not guaranteeing future outcomes. Be skeptical of dramatic promises or emotional manipulation in marketing materials versus factual information about experience and qualifications. Many excellent personal injury lawyers rely on referrals and reputation rather than mass advertising. Research actual case results, peer recognition, and client testimonials beyond marketing claims. Ask advertisers directly about their trial experience and recent verdict results. Some advertising lawyers excel at both marketing and legal practice, while others compensate for weak legal skills through aggressive marketing. Consider whether marketing expenses might pressure lawyers to settle cases quickly to maintain cash flow for advertising budgets. The most effective approach evaluates substantive qualifications regardless of advertising presence or absence. Focus on verifiable credentials, experience, and results rather than marketing sophistication or memorable slogans.