Many attorneys are afraid to start a TV advertising campaign because it will be too expensive. Others accept that is will be expensive, so they bite the bullet on million-dollar campaigns, hoping that the investment will be worth it. Do you have to be just one or the other?

Of course not! Devising an innovative legal marketing campaign means doing everything you can with the tools you have available. Even a limited budget can be stretched to its full potential if you know how to apply your funds—and your marketing know-how.

Here are three mistakes to avoid when planning your law firm’s first TV ad:

  • Giving the station a “blank check.” Too many attorneys wait until they’ve spent weeks making an ad to get a final quote on their commercial’s airtime. Give the station a number lower than your total budget; otherwise, they’ll use your total budget as the starting price point.
  • Letting station staff write the script. “Leaving it to the pros” will not only cost you for their services, it will guarantee that your ad looks and sounds just the same as everyone else’s—hardly a way to distinguish yourself.
  • Directing customers to your homepage. While your new customers should of course visit your website, you’re not going to know if your TV ads are working unless you send them to a specific URL that you can track—one that must be in place before the commercial airs.

Television marketing for your law firm doesn’t have to be complicated. Call 888-791-2150 and our legal marketing team will send you the latest tips and tricks right to your inbox. For a preview of the insider knowledge you could receive, click the link on this page to download a free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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