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Lawyer Radio Commercials - Using Sales Pitches Effectively

If you've ever heard radio commercials before, you probably have an idea of what works best: funny skits, catchy jingles, things that make them stand out from the rest of the noise. You might be tempted to jump to the conclusion that these kinds of ads work equally well for all products and services, but there’s one important exception: legal advertising. Ask yourself: with your future or even your life on the line, would you trust a law firm whose lawyer radio commercials seem to make light of the issues you’re facing? Advertising legal services isn't like advertising fast food or used cars: lawyer radio commercials need to stay serious and focus on the facts.

So if you can’t rely on the usual commercial trappings to bring in clients, what can you use? The answer is simple: your lawyer radio commercials need a sales pitch that can convince potential clients why they should trust you with their cases over everyone else.

The first part of your sales pitch needs to catch your audience’s attention. Start off by asking your listeners if they’re dealing with legal issues that you can help them with:

Are you working more than 40 hours a week for your employer and aren’t getting paid overtime? Are you working through your lunch breaks and not getting paid for your time? Are you being paid a set salary but still work more than 40 hours a week? Did you leave your job and not receive your final paycheck?

Next, establish that your listeners do have recourse. Tell them about their rights and what they are entitled to:

The law provides in most cases that your employer must pay you time and a half for your overtime even if you’re a salaried employee. You may be entitled to damages far more than the wages that are owed to you even if you don’t work for that employer anymore.

Tell your listeners how you can help them, and emphasize what makes you different from others. Be passionate, but also clear. Finally, you need to deliver the call to action. Tell your listeners to call your office or visit your website, and be sure to repeat your contact information three times:

The law firm of Goldberg and Dohan specializes in representing employees just like you. We don’t charge an upfront fee and we only get paid if we recover money for you. We represent workers in employment, wage, and work injury claims.

With these elements in place, your lawyer radio commercials will be more likely to draw in clients and help your law firm thrive.
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