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Legal Television Advertising - Is Your Ad Effective?

It’s a commonly held belief that legal television advertising is the most effective form of legal marketing available. There’s a good reason why TV advertising has such a steep price tag: even as the Internet continues to push its way into the mainstream, most US households still rely on television for information and entertainment, giving it the greatest reach of any advertising medium. But even though TV advertising is easily the most powerful advertising medium available, it’s not a silver bullet: if that power isn’t used responsibly, it can actually destroy a law firm instead of help it.

In legal television advertising, it’s not enough just to have a TV commercial: you need a good strategy in order to market your law firm effectively. The most basic thing you need to know is who your target demographic is: once you know who you should be trying to sell your services to, you can then make sure that your ad is airing during timeframes when they’ll actually be watching.

Once you’re sure your legal television advertising is reaching your audience, you can measure its effectiveness: compare how many clients and cases you had before you began running your TV commercial with how many you have afterwards. Some TV ads have instant response, but you usually won’t see the full effect of advertising on your business for several months – don’t be discouraged if you don’t see an immediate impact.

To back up the success of your legal television advertising, make sure you have a phone answering service and website ready for potential customers looking for more information. Unlike a TV ad, a website isn’t limited to whatever information you can fit into a 30-second spot: expand on what your TV ad says with more information about your services and the legal rights of your clients. Monitoring your website traffic is also another way you can measure the success of your TV advertising.

If your advertising isn’t bringing in more clients like you expected, you probably missed a step in your advertising strategy. Next time around, you should hire an advertising agency that specializes in legal marketing: choose one with experience working with various well-reputed legal organizations, since these people know the ins and outs of legal advertising and can help guide your law firm to success.
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