If you're a sports fan, you know that car commercials are ubiquitous on TV, often appearing one after another during a big NFL game. A casual viewer might think that these ads are intended to whet the appetites of the hundreds of thousands, or tens of millions, of people watching the game. In fact, though, car companies know that their potential audience is much smaller than that: these ads aren't for the benefit of the millions of people who are satisfied with their vehicles and have no intention of buying another, but rather for the much smaller percentage of folks who are deep into the process of considering buying a new car and are ripe to be swayed about their ultimate decision.

Legal marketing operates on a much smaller scale, compared to the hundreds of millions of dollars spent by car companies, but the basic concept is the same. When you air a thirty-second spot advertising your law firm during Judge Judy, your potential audience isn't the millions of people who watch the show, but the much tinier percentage who already know that they need a lawyer but haven't yet made a decision. In order for the Judge Judy viewer to sit up and take notice, of course, your specialty will have to match up with her needs—a car-accident lawyer won't be of much use to a person who's thinking about filing a claim for medical malpractice—and she'll have to come away with a good impression of your firm. Then, and only then, will she be tempted to call your 800 number for more information.

At Great Legal Marketing, we specialize in helping lawyers attract clients with both traditional and “out-of-the-box” marketing strategies for law firms. Call us today at 888-791-2150 for a free consultation!

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