"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." -Joseph Conrad
As part of an article I'm writing, I've been looking at the websites of about 100 law firms. Although not pertinent to my article, I've noticed how some firms use "professional staff," while others use "staff" when describing talent who are not lawyers. I also noticed that, at a visceral level, I liked and admired the firms that used the phrase "professional staff" more than those that used only the word "staff." I liked, even more, the firms that refer to their talent mix as: "Attorneys and other professionals..." I would add that in my view, the last phrase is best used when there is actually a need to differentiate. Why? Because the best-run law firms know that to offer clients value, their talent mix requires more than lawyers.
Is it just me?
I know words matter—we all do. We should all act on that knowledge and do our best to say what we mean. Words can—at their most impactful—unite or separate; enlighten or obfuscate.
Let's look at our words. Let's look at our websites. Let's look at the articles we've written. Then, let's ask ourselves: Does it say what we mean?