As part of my research for an article I am writing, I have been looking at the websites of about 100 law firms. Although not pertinent to my article, I began to notice how some firms use the word "professional staff" while others use only the word "staff" in describing all those who are not working as lawyers at their firm.
I also noticed that, at a visceral level, I liked and admired the law firms that used the phrase "professional staff" more than those that used only the word "staff." Is it just me?
"My task, which I am trying to achieve is, by the power of the written word, to make you hear, to make you feel--it is, before all, to make you see."
I know words matter—we all do. We should all act on that knowledge and do our best to say what we mean.
Take a look at your firm's website. It will only take a moment. Does it say what you mean?
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