Legal Tv Advertising: Think Like A Businessman

By Author: Stam Bett
Total Articles: 452
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Legal TV advertising has long been a subject of controversy – and not without reason. As anyone who’s heard a lawyer joke can attest, the legal profession has long held a questionable reputation in the eyes of the public, and many commercials on television seem engineered specifically to reinforce the common stereotype. However, that doesn’t mean it’s impossible for lawyers to advertise on television without making a laughingstock of themselves. There are lawyers and law firms that have successfully used legal TV advertising to their advantage, and with the right approach, you can replicate that success in your own advertising.

Thinking like a businessman is important in legal TV advertising. Like any other business, law firms need a steady supply of clients in order to grow and thrive. It doesn’t matter if you’re the best in your field if no one hires you, and no one will hire you if you’re just another face in the crowd. You need to stand out from your competition: more and more lawyers enter the field every year, and they’re all competing over the same limited pool of cases and clients. Some traditionalists ...
... decry advertising of any kind, for the same reasons stated above: they believe it reinforces all the bad stereotypes about the legal profession. But regardless of their concerns, over 75% of law firms recognize advertising as necessary for survival in the legal market.

One basic rule of advertising – including legal TV advertising – is that once is never enough. You can’t expect to air your commercial once and only once and expect clients to come in by the droves: when was the last time you saw something on TV for the first time and rushed out to buy it? Most people aren’t so free with their money, and when it comes to legal services, many of your prospective clients simply won’t need you the first time they see your commercial: they need to see it again and again and again, so that when they actually need your services, you’ll be the first law firm they call. Rome wasn’t built in a day, and household names aren’t established overnight – you need to air your commercial repeatedly over a long period of time.

At this point, the sticker shock is probably setting in: if you already know anything about TV advertising, you know that it’s expensive. That expense will be worth it in the long run, but there are ways of making it more manageable to begin with. Before you start production, have a long-term plan which includes your total advertising budget and sales goals: follow it to the letter, and keep it updated to make sure you’re still on course. Pay close attention to your ad’s performance: if it doesn’t generate any noticeable increase in clients after a month or so, odds are it just isn’t working, and you need to pull it before the financial bleeding becomes severe.

The biggest difference between legal advertising and advertising for any other business is that legal advertising has more rules and restrictions to be aware of. Be sure to familiarize yourself with the laws and ethics of legal advertising: these rules vary from state to state, so if you’re planning on taking your legal TV advertising campaign nationwide, make sure your ad doesn’t violate any local laws in the states you plan to air in.

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