Skip to main content

Attorney TV Advertising - Attention Through Education

Attorney TV advertising has long been a subject of controversy, and not without reason. The rationale goes that TV advertising threatens the credibility of the entire legal profession, and with all the terrible law firm ads making the rounds on the Internet these days, it’s hard to argue the point. TV advertising still reigns supreme as the king of advertising media, but attorney TV advertising seems like a curious mismatch: two great tastes that adamantly refuse to go great together. Is it truly a lost cause? Is there no way for legal professionals to advertise on television without making yet another lawyer joke?

As it happens, there is indeed a way – and it’s so far removed from the usual methodology behind TV advertising that it’s no wonder why so many law firms still get it wrong. Advertising is normally a no-holds-barred grudge match for the audience’s attention, waged against all the other commercials advertising the same thing – and the flashiest, funniest, or cleverest commercial wins. But when people are looking for legal services, they’re not looking to be entertained: the last thing they want is a clown representing them in court, especially one that made fun of their legal troubles on nationwide TV. The thing about legal services is that you can’t sell them the same way you might sell fast food or used cars, and it’s foolish to even try. But your advertising doesn’t need to be flashy or funny or even clever to be effective: it just needs to educate your audience.

Has a commercial ever convinced you to buy something you didn’t even know you wanted? Many prospective clients simply don't realize what options they have when they’re faced with legal issues, or even that they’re facing them in the first place. Your TV ad has the potential to change that. When your TV ad tells people something they don’t know, they sit up and listen – and you can be sure they’ll remember who told it to them. Even prospective clients who already understand their legal situations will be impressed when your attorney TV advertising sums up exactly what they know: it’ll be clear to them that you know what you’re talking about, and they’ll be more likely to bring their cases to you.

There are other benefits to getting your audience’s attention through education, including:

• Maintaining your dignity as a lawyer. One thing’s for sure – your ad will never end up the next viral video sensation. But people will remember it, and for the reasons you want them to. Personal injury and mass tort firms in particular can get a lot of mileage out of this, since they can inform people about dangerous products or medicines making the rounds.
• Clients will come of their own accord. You don’t even need a sales pitch with an ad like these. Informational ads speak of honesty and integrity, things that stand in stark contrast to the public perception of the legal profession: people will come to you because your ad will make it clear you’re not just another “shark” out to make a quick buck.
• Standing out from your competition. When everyone else is doing the same thing, just doing something different sets you apart from the crowd.

Of course, the one problem with trying to run an informational commercial is that you can’t cram a lot of information into a 30-to-60-second ad spot. This is where attorney TV advertising can get a little clever. Instead of trying to pack your commercial with as much information as possible, present only whatever information would be of immediate interest to your prospective clients, and invite them to call your office or visit your website if they have any questions. It’s important to have a professional-looking website to support your ad: visitors should be able to find answers to their questions quickly and easily.

Information is the most powerful tool – a truth which applies to advertising as well. By keeping your audience well-informed, you’ll also keep clients coming in.

Comments

Popular posts from this blog

What Does a Probate Lawyer in Miami Do?

At one point or another, we all hear about probate attorneys, but it's not something we ever think about until we're faced with the inevitable. What does a probate lawyer in Miami do anyway? What makes a probate attorney and when do you need one? What is a Miami Probate Attorney? Probate attorneys manage the filing of a deceased person's last testament or will, and they also handle estate planning. Because many disputes can arise from the disposition of property after someone passes, a probate lawyer will act as an estate or trust lawyer. Unfortunately, most people don't even consider finding a probate lawyer in Miami until someone has died. This means there is usually a sense of urgency to hire an attorney and not much time spent shopping around for an experienced and qualified lawyer. It's important to understand that probate law may be very simple or convoluted, time-consuming and confusing, and it all depends on how much estate planning the ...

Why Consider Estate Planning in Miami?

Have you ever wondered if you should hire a Miami estate planning attorney at some point, or why estate planning is so important? Actually, estate planning is incredibly important if you want family and loved ones to inherit your property and assets without a time-consuming and expensive probate process, or huge taxes that take a large share of the estate. Unfortunately, too many people put off creating an estate plan because they believe there will always be time later. This overview will explain a few of the most important benefits of working with an estate planning attorney in Miami . 1. Medical Power of Attorney While you may think of estate planning as something that's only important after you die, an estate planning attorney in Miami can help you create a medical power of attorney and living will, designating someone you trust to make important medical decisions and manage your affairs if you are incapacitated or seriously hurt by following your written guideline...

Television Advertising Agencies - How They Help You Get The Most Out Of Your Ads?

Television advertising agencies can do a lot of good for a company. Without TV ad agencies , the major brands that we all rely on might have never come into existence. Brands thrive through the features and services offered by advertising agencies, which give them the extra marketing muscle they need to grow into globally-recognized household names. The market is a perpetual battleground, and television advertising agencies help companies get an edge over their competitors. They have the knowledge, experience, skills, and talent to determine what kind of campaign will work best for a specific product and then bring that campaign to life. Here are some of the specific ways that television advertising agencies can help you get the most out of your ads: 1. Agencies deliver expertise. TV agencies have one job and one alone: helping you advertise your brand. This level of focus means they have the technical background and skills necessary to implement ad campaigns for a wide varie...