- 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.
- 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.
- 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.
- 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.
What Are Some Personal Injury Marketing Ideas That Will Make My Small Law Firm TV Spots Fresh and Engaging?
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.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.