Attorney Tv Ads: The Right Way To Get Attention

By Author: Stam Bett
Total Articles: 452
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As digital video recorders, streaming television services, and other technologies gain prominence, it’s easy to assume that television advertising is sliding into irrelevance now that viewers can watch their favorite shows without having to sit through even a single TV commercial. But TV advertising is far from dead, and it’s still possible to get viewers’ attention without getting drowned out among all the noise. Advertisers sometimes resort to comedy or controversy to leave a lasting impression, but what about attorneys? How can attorney TV ads get attention without giving the wrong impression?

Once upon a time, attorney TV ads were themselves a subject of controversy: selling legal services the same way you might sell fast food or used cars was considered “unethical” and banned outright until the landmark Bates vs. State Bar of Arizona case. At any rate, bad attorney TV ads cast a shadow not only on the firm running the ads, but on the entire profession: certainly you wouldn’t trust attorneys who try to be funny in their commercials with your life or livelihood. Conversely, good attorney TV ads can put ...
... both the firm and the rest of the legal profession in a positive light. Attorney TV ads therefore have far-reaching repercussions, both positive and negative – but how do you get the best possible outcome?

A good place to start is to look at existing ads and the feedback they’ve received. You can’t hope to please everybody, but if the positive feedback outweighs the negative, odds are you’re looking at a winner. There are also plenty of terrible lawyer ads that will live forever in infamy on the Internet: watching them is not only good for a laugh, but will also give you some ideas of what mistakes to avoid.

The most important thing to include in your ad is information. Just as you can’t expect to sell a car to someone who doesn’t know that roads and highways exist, people need to know that they have legal rights and how those rights are being abused before they can understand they need an attorney. A good example of this is advertisements about workers’ compensation claims, which let employees know what they are entitled to when their work contracts end.

If you’re interested in investing in TV ads, be sure to look into how effective TV advertising has been for other attorneys in the same field. Learn from their ads and take note of improvements you can make. Again, you can’t please everyone, but if your ads bring in clients, you can shrug off the criticism. Hiring an advertising agency always helps: not only can they handle the heavy lifting involved in promoting your business, but their expertise can help you avoid costly and embarrassing mistakes. Be sure to choose one that specializes in legal advertising – they know the tricks of the trade to help bring prospective clients to your door.

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