As a lawyer, if you’re looking to win new business, you should be looking at TV advertising. It’s true that television is changing, as programmers and broadcasters adjust their approach to the changing tastes of their audiences.
The fact remains that TV is valuable to the right businesses.
Whether you like it or not, advertising on TV can reach a larger audience than any other medium, With the United States, by far, the largest advertising market in the world, according to Statista, it’s no wonder law firm television commercials are booming. While every campaign is different, these five rules should always be followed.
One Size Doesn’t Fit All
TV advertisements aren’t like baseball caps, one size doesn’t fit all. When it comes to successful ad campaigns, what worked in one market may not work or make sense in another. Every lawyer brings to the table different assets and has their own unique messaging and branding.
Advertising for your law firm needs to be customized, creative, and individualized to reflect your unique brand and message in order to be effective.
Feature Real People, Not Lawyers
With attorney advertising you only have a few seconds to make a meaningful connection and memorable impression. Lawyers don’t always speak in “the people’s vernacular,” which is okay, but legal speak isn’t effective when it comes to advertising your law firm.
Your commercials need to be an emotional proposition, so you need to include testimonials, family values, and humor if you want to create an effective TV commercial. Each commercial spot must be oriented toward the people you hope to attract to your services.
Always Stand Out
There are nearly six million law firms in the United States, which means you have a lot of competition. Many of these firms are also on TV, which means you have to stand out from the crowd if you want to gain any new customers.
While there are lawyers in nearly every corner of the country, attorneys who are personable, passionate, and good at what they do are a bit tougher to find. People understand this, so your goal is to craft compelling, authentic, and unique advertising campaigns so you can rise above your competition.
Show Past Results
An important part of direct response advertising is showing past results. Before contacting a law firm, consumers what to have a general idea about the outcome they can expect.
By including information on your past settlements in your commercials, potential clients can get a better sense that they have a higher chance of winning their case if they sign with your firm. This is a great way to talk about your past successes.
You Don’t Need to Spend a Fortune
Since 2008, law firm spending has increased their spending on TV ads by 68 percent since 2008, according to a report released by the Institute for Legal Reform. One of the most enduring tricks of the trade is being able to portray high-end production values at a low cost.
Lawyers and their law firms haven’t always had the ability to advertise their practice. However, if you want to build your business and attract new clients, you should consider creating a sharp and memorable TV commercial that will help your firm stand out from the crowd.