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Raising The Bar With Attorney Tv Commercials
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TV is easily the fastest and most effective way to put your name and face in the minds of the public at large. It’s a cliché that’s over half a century old: if you want to be famous, you need to get on television. This applies whether you’re a starry-eyed hopeful aiming for a career in the music industry, an entrepreneur looking to turn a garage business into a globally-recognized brand name, or even a lawyer looking to bring in more clients and get ahead of their competition. That’s right: attorney TV commercials can turn even no-name practices into the rock stars of the legal profession.
Once upon a time, attorney TV commercials were a subject of controversy. Even this long after the landmark Bates v. State Bar of Arizona case, which established that law firms had the right to advertise themselves, there are many who express concern that advertising reflects badly on the legal profession – and these concerns have some weight behind them, given the number of terrible attorney TV commercials out there. But advertising for attorneys doesn’t have to invite ridicule: it can help establish a rapport between lawyers and their potential clients before they’ve ever even met in person. Legal advertising is in the mainstream now, and there are many success stories that would never have been possible without it.
Learning from the mistakes of others is a good place to start. You can find samples of the worst that legal advertising has to offer on YouTube and other sites – ads which use jingles, silly skits, or other cheesy attempts at getting the audience’s attention. These techniques do indeed get attention, but not the kind you want: if anything, potential clients are likely to feel insulted at having their life-changing legal issues trivialized or made fun of. They don’t want a clown representing them in court, and they’ll take their cases to someone who will take them seriously.
One way that attorney TV commercials can help both lawyers and their potential clients is by promoting awareness of issues such as common violations of legal rights and dangerous drugs and products. Instead of making a sales pitch, approach it more like a public service announcement: many of your potential clients may not even realize they have legal recourse for their troubles, or that they’re using – or have already been harmed by – medicines or other products with hazardous side effects. You won’t even need to ask potential clients to give you a call: they’ll remember the law firm that told them they could stand up and take action and hire you by default. Taking a socially responsible approach will help you earn the respect and trust of the public, and improving the reputation of the legal profession as a whole will certainly go over well with your fellow attorneys.
Television advertising puts the full power of the medium at your disposal, including its reach. As long as you obey the relevant advertising laws, you can broadcast your commercial in every state you’re licensed to practice in, or even nationwide. While not all practices can benefit from nationwide advertising, personal injury and mass tort firms can use it to reach out to huge numbers of potential clients. On the flip side, television advertising subjects you to the constraints of the medium as well: with only 30 to 60 seconds to work with, attorney TV commercials have to say a lot in a short amount of time. A good way to work around this limitation is to have a professional-looking website ready to provide further information. Have your TV commercial direct potential clients to your website, and be sure to use SEO techniques to make sure you also get traffic from search engines. Television and the Internet are both powerful advertising media, and using them together can multiply their effectiveness.
If all this sounds like a lot to handle on your own, don’t worry – there are advertising agencies out there that specialize in legal marketing. The knowledge and experience they can provide will help you avoid costly mistakes and get the absolute most out of your advertising investment.
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