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Lawyer Tv Advertising: Doing It The Right Way
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The legal industry is a competitive field, and growing only more crowded with each passing year. Rather than relying on word of mouth or simply letting nature take its course and getting lost in the noise, many lawyers take advantage of lawyer TV advertising: while once controversial at best and outright banned at worst, lawyer TV advertising is one of the most effective and powerful ways for any aspiring law firm to attract prospective clients and put themselves on the map. However, like advertising in any other industry, lawyer TV advertising can be a Pandora’s Box: it can bring your firm either unimaginable success or absolute financial ruin, all depending on how you execute it.
When businesses make mistakes – especially embarrassing and stupid ones – you can count on the Internet to enshrine those mistakes for posterity. The world of lawyer TV advertising isn’t any different: even now, you can find the worst of the worst on YouTube, placed on permanent record for all to point and laugh at. The point behind advertising is to stand out and be remembered, but these commercials forget one important thing: no one wants a clown representing them in court. Jokes, jingles, and silly skits might sell fast food or used cars, but using people’s potentially life-changing legal situations as a punchline in your commercial is a surefire way to alienate them. In their zeal to attract prospective clients, some commercials even flagrantly ignore laws and restrictions applying to legal advertising, such as having actors pretend to be lawyers or making claims they simply can’t back up. In short, not only are these lawyer commercials terrible, they’re also illegal, and in many cases there’s nothing left of the firms that perpetrated them except a stupid 30-second clip making the rounds.
With all this in mind, successful legal advertising can seem like a no-win situation. If none of the usual methods for getting your audience’s attention work with legal advertising, then how can you execute a successful legal advertising campaign? The answer is right there in the question: none of the usual methods work, so you need to try something different. Instead of spending your 30 seconds of airtime trumpeting how you’re the best in your field and how you’ll “fight for your clients” (note: avoid these kinds of clichés like the plague), focus your message on your clients and what they have to gain by hiring you. Once you’ve made your case, wrap up with a call to action: tell prospective clients what to do to make the next step, such as calling you or visiting your website. This is what’s called “direct response marketing,” and it’s a perfect fit for legal advertising: you can get your audience’s attention without looking like a clown, and better still, what stands out to the audience isn’t your ad – it’s you as a lawyer.
One other benefit of direct response advertising is that it’s easy to measure its effectiveness. You don’t have to guess about whether your advertising is bringing in the results you want – you can just track the calls you get or visits your website receives as a result of your commercial’s call to action. Be sure to set up a special phone number and web address specifically for your commercial: this way, you’ll be able to tell which calls and visits come from people who saw your commercial and which ones come from people who found out about you through other means. If you have multiple ads, you can set up special phone numbers and web addresses for each one so you can track their individual effectiveness. Knowing exactly what kinds of people are responding to your ad – their age range, location, social class, and more – will help you determine how to make future advertising even more effective.
Even with all this advice, TV advertising can still be daunting for newcomers. If you’re a first-timer, it pays to hire a TV advertising agency that specializes in direct response legal advertising: the knowledge and expertise they provide can help you avoid costly novice mistakes. TV advertising can be a huge boon to your legal practice, so do everything you can to get the most out of your investment!
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