What Are Some Personal Injury Marketing Ideas That Will Make My Small Law Firm TV Spots Fresh and Engaging?

Creating a television ad for your law firm can seem daunting, but you have a huge advantage. Most lawyer television ads look the same, so it is not difficult to stand out from the crowd!When you are looking for fresh marketing ideas for your law firm’s ad, look at other industries television ads. Think about what you like, and what helps you decide what to purchase. Once you have reviewed other business’s TV ads, think about these four points:

  1. Your message, your voice.
    Before you start scripting your ad, figure out what you bring to the marketplace and highlight that in the advertisement. You’ll only have a few seconds to get your point across, so be direct and engaging. Don’t accept a pre-made script for any television affiliate. Write your script or outsource the writing to a contractor that you know and trust.
  2. It’s about the client, not you.
    There’s a chance some of your audience hasn’t realized a legal action is an option. Whenever you can, direct the prospective clients to information you can provide them about their situations, rather than sketchy self-promotion. Education based marketing builds trust and helps the client remember your law firm.
  3. Don’t let the station use your budget as a “starting point.”
    Make their staffers work within the boundaries of your television advertising budget. Any ad executive will try to push you to pay for more. Don’t bend to their will. Most local television stations are struggling to compete against online streaming services, and it is likely you could negotiate more advertisement for your dollar.
  4. Get ready to track your results.
    Before you even buy airtime, have a follow-up plan in place for everyone who contacts your firm because of your ad, even people who don’t currently have a case.

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.

Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.

Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.

If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.

We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!

by Ben Glass

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.


  • Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.