Recently, one of my attorney clients received an alarming email from a large attorney marketing company. They sent him an email saying that they felt that he was growing and that LuckyFish Media wasn’t helping him. Him, being a smart criminal defense attorney, knew better so he asked to be removed from their mailing list, but instead of honoring that request, they sent back a message designed to scare him into switching providers.
Here’s what the email said:
*“Happy to do so but look at this first.
You haven’t seen consistent growth with them. You are paying to target Russia, South Korea, State of Palestine, and Mexico. If you don’t want to do better that’s fine, but I find it hard to believe that you are happy with these results.”*
At first glance, this type of email might sound serious. However, once we reviewed the data, the truth told a very different story.
Fake screenshot to scare the client
The Reality Behind the Numbers
Over the past 60 days, more than 91% of all website traffic came from the United States. The small number of visits from other countries were simply spammy organic hits — not paid ads.
In addition, the law firm’s Google Ads account (criminal defense) is strictly targeted to Southeast Michigan. And during the last three months, the campaigns produced:
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Over 2,500 clicks at an efficient cost per click
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Nearly 80 conversions (calls and form submissions)
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65 tracked calls from prospective clients
That’s not wasted spending. That’s consistent, measurable performance that leads to real client opportunities.
Why Scare Tactics Are So Common
Unfortunately, some marketing agencies use fear to pressure attorneys into making quick decisions. By cherry-picking data, they make it sound like something is broken — when in reality, the campaigns are running effectively.
Transitioning from fear to facts, here’s the truth: a few clicks from other countries will always appear due to bots, VPNs, or misreported IP addresses. What matters is the overwhelming majority of traffic is from the right area — and even more importantly, that those visits are converting into calls and consultations.
Frankly, they should be embarrassed by this behavior. Instead of helping attorneys understand the numbers, they deliberately misrepresented the facts to try and win business. That’s not just unprofessional — it’s deceptive. I would never deceive a client like this. My job is to earn trust, not break it. Plus, do you really want a marketing partner that deceived you before you even started working together?
Unfortunately, this isn’t my first run-in with this company. I’ve seen them use the same scare tactics on other attorneys, often with completely irrelevant or misleading data. For example, they once told a criminal defense attorney that he wasn’t ranking for family law keywords. Of course he wasn’t — because he’s not a family law attorney, nor does he want to be.
That’s the point: their goal isn’t accuracy or helping the client, it’s simply to scare them into switching providers. They don’t care about the attorney’s actual practice or needs — they just want the sale.
What makes this especially frustrating is how hard I work to earn my clients’ trust and build lasting relationships. Then along comes a big-name marketing company that steamrolls over that trust, treating attorneys like just another number to add to their client list.
Attorneys deserve better than fear-driven sales tactics.
How Attorneys Can Quickly Verify Claims
Attorneys are trained to verify facts before taking action. That same approach works when evaluating marketing claims. If you ever receive an email like this, here are a few steps to take:
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Check your Google Ads location targeting – confirm that your ads are limited to your service area.
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Review GA4 location reports – verify where the bulk of your traffic is coming from.
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Focus on conversions, not just clicks – ask if the phone is ringing and forms are being filled out.
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Look for context – don’t base decisions on a single screenshot.
By following these steps, you’ll avoid being pressured into signing contracts based on fear.
The Bottom Line
Marketing should never be built on scare tactics. Attorneys need transparency, clear reporting, and results they can verify quickly.
At LuckyFish Media, I work with solo attorneys and small law firms to cut through the noise, explain the numbers in plain English, and deliver real results. Instead of fear, I focus on steady growth and measurable client inquiries.
👉 If you’ve ever received one of these “your marketing is broken” emails, don’t panic. Verify the data, ask questions, and if you’d like a partner who has your back, contact me today.
