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Legal TV Ads, The Formula For A Successful Advertisement

We don’t live in a perfect world. Every day, there are crimes, abuses, arguments, and other conflicts between people’s interests. Laws exist to help right these wrongs, but they aren’t enough on their own: we need lawyers to defend the rights of those who are being oppressed or exploited by others. There are many out there who are willing to help; the problem is choosing the best one for the job. Legal TV ads can help people make the right decision.

Legal TV ads are not without their controversy. Some people argue that they cheapen the legal profession, and there are enough bad lawyer commercials out there to suggest they may have a point. Some law firms have even gone out of business after running terrible ads. But not all legal TV ads cast a shadow on the profession: some are informative, educating people about legal issues and their rights, and better still, they bring in clients. Advertising can make or break a law firm, and it pays to pay attention to what makes a successful legal TV advertisement:

• Content. Selling legal services isn't like selling fast food or used cars. Legal TV ads have to be as simple as possible and straight to the point. Audiences who need legal services want information, not a performance. A good legal advertisement should educate its viewers about the legal issues they may be facing, the rights they have in such situations, and what a law firm can do to help them.
• Presentation. The legal profession has no room for silly skits or fancy special effects. And while celebrity endorsements may sell cosmetics and sporting goods, legal services are a different matter. Take everything you think you know about what makes an advertisement eye-catching and effective and throw it out: the core message is all that matters. Legal TV ads need to convince your audience that you’re the best law firm for the job, not that you have the biggest advertising budget: if they can’t trust you to take their potentially life-changing legal issues seriously, they’ll take their case elsewhere.
• Cost. TV advertising can be prohibitively expensive, but there are ways to minimize your expenses. Buying spots directly from TV stations can quickly eat up your budget, but there are cheaper options: advertising agencies that offer remnant advertising can help you buy TV airtime at a fraction of the usual price. Agencies that specialize in legal marketing can also help you get the most out of your advertising budget by using tricks of the trade that will help you reach your target audience with maximum efficiency.
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