Creating a television ad for your law firm can seem daunting, but you have a huge advantage. Most lawyer television ads look the same, so it is not difficult to stand out from the crowd!
When you are looking for fresh marketing ideas for your law firm's ad, look at other industries television ads. Think about what you like, and what helps you decide what to purchase. Once you have reviewed other business's TV ads, think about these four points:
- Your message, your voice.
Before you start scripting your ad, figure out what you bring to the marketplace and highlight that in the advertisement. You’ll only have a few seconds to get your point across, so be direct and engaging. Don't accept a pre-made script for any television affiliate. Write your script or outsource the writing to a contractor that you know and trust.
- It’s about the client, not you.
There’s a chance some of your audience hasn’t realized a legal action is an option. Whenever you can, direct the prospective clients to information you can provide them about their situations, rather than sketchy self-promotion. Education based marketing builds trust and helps the client remember your law firm.
- Don’t let the station use your budget as a “starting point.”
Make their staffers work within the boundaries of your television advertising budget. Any ad executive will try to push you to pay for more. Don't bend to their will. Most local television stations are struggling to compete against online streaming services, and it is likely you could negotiate more advertisement for your dollar.
- Get ready to track your results.
Before you even buy airtime, have a follow-up plan in place for everyone who contacts your firm because of your ad, even people who don’t currently have a case.