Attorney Television Ads: Why They Still Work

By Author: Stam Bett
Total Articles: 452
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Attorney television ads, despite the controversy surrounding them, have been undeniably effective in helping people find lawyers to help them with their legal issues. Even though the rise of Internet marketing to prominence has caused some people to loudly proclaim that television advertising is dead, TV remains a powerful marketing medium for the legal profession. Even now, attorney television ads have more reach than Internet advertising, especially when you consider that many people who need an attorney are more likely to have ready access to a television than a computer.

Many people who have suffered harm at the hands of another party are completely unaware of their legal options. Attorney television ads inform them of their rights and tell them what attorneys can do to help. Some people argue that attorney advertising cheapens the profession, that it makes success a matter of who has the most eye-catching ad rather than the most trustworthy services, and they do have half a point: some law firms have commercials that are so bizarre and ridiculous that they cast a shadow on the entire legal profession. The good news ...
... is that people rarely fall for them: there are plenty of places on the Internet where people have highlighted the worst that attorney TV ads have to offer for public criticism and ridicule.

The mistake that bad attorney TV ads make is that selling legal services isn’t like selling fast food or used cars. You don’t get points for being silly or subversive: you can’t expect people to hire you if they can’t trust you to treat their legal issues with the seriousness they deserve. Good attorney TV ads are informative and stick to the facts: they keep people aware of legal issues and who they can turn to about them. People can find this same information on the Internet, but they have to be looking for it: an attorney TV ad can give them both someone look for and an impetus to find them. And even if all they remember from the commercial is a general idea of their legal options, they still know what to look for. In this fashion, attorney television ads can open opportunities for other lawyers as well.

The secret to success in legal advertising isn’t just having a good commercial, but also a solid marketing strategy. Be sure to back up your TV commercial with a well-designed website with legal information as well as information specifically for potential clients. If you’re not sure what to do next, hire an advertising agency that specializes in legal advertisements: they can steer you and your prospective clients in the right direction.

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