Radio Commercials: Effective Lawyer Advertising? (Part A)

There's a method of lawyer advertising called "direct response" that can be one of the best methods of tracking your marketing dollars. A direct response advertising method is one that prompts a client to directly reply to that exact piece of marketing material. It may be: completing a form and sending it in; calling a special 1-800 number; or sending a text message to a certain number.

Getting a direct response from a specific advertisement lets you track how clients are finding you. This sort of data is useful when experimenting with new legal marketing methods and deciding what works and what doesn't. Combined with your client database, you should be able to easily track where new leads come from and if they turn into actual clients.

A Radio Commercial Is Direct Response

A beautiful thing about a radio commercial is that it's easily repeated, easily branded, and easily tracked. For smart tracking of your lawyer advertising make sure that each of your radio spots includes a unique way to contact you (a unique Web page or 1-800 number are the two easiest). This way, you can tell immediately whether or not your radio commercial is effective at bringing in new clients.

One of the biggest factors in determining if an advertising method is appropriate for your firm (or not) is by tracking the responses. If your new clients aren't telling you "oh I heard your ad on the radio the other day" then it's probably a good bet that radio commercial advertising isn't for you.

Successful Lawyer Advertising with a Radio Commercial

Your radio commercial should have the same purpose as most of your other first contact lawyer advertising: getting your information in the clients' hands. Your radio commercial needs to clearly explain who and what you are and how your listeners can learn more. Offer them your book, direct them to your website full of information, let them know you are the guru of legal knowledge and you're willing to share it with them.

Whether you choose to voice the radio commercial yourself, hire the familiar voice of a local DJ, or have another professional voice talent do the talking is completely up to you. Many listeners identify well with the sound of their local DJs, but "live read" lawyer advertising often comes off sounding fake and scripted (and it is scripted).

There's a lot more to determining if a radio commercial will be a beneficial form of lawyer advertising for your firm. The next part of my article talks about how to best strategize when you'll be airing your ads.

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