What Your Radio Commercial Should Offer Listeners

As with all of your lawyer advertising methods, your first goal is to get your information into the hands of your potential clients. You should have a book, audio CD, DVD, or at least some brochures that you can offer to send to interested listeners of your radio commercial. People love free stuff, especially when all they have to do to get it is pick up a phone or hop on your website.

Avoid rattling off all your practice areas and too many legal terms or case statistics
. They're boring to listen to and won't attract clients. Instead, this information should be put on your website (except the legal terms; jargon is never a good read!).

Use the word "free" a lot, simply for the fact that people's ears perk up when they hear that word. Your radio commercials are audio-only, so you have to rely on tactics like repetition to get your message stuck in the listener's head. Remind them you're offering a FREE guide to your practice area, and offer FREE consultations.

Radio stations love free stuff too, because they can give it away to listeners. If appropriate (say, for instance, you've written a book on protecting yourself from foreclosure), offer the radio station a copy of your book to include in their on-air giveaways. This gets your materials in more hands!

Effective lawyer advertising with radio commercials relies on the message you impart and when it's heard. My article on effective radio advertising talks more about how to craft a great radio commercial for your firm and how to go about scheduling when it airs. 

There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider it a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

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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