Your Law Firm’s Radio Ad Should Reach Many, But Be Aimed at One: Your Ideal Client

Your new website is going to reach a lot of people—and best of all, it never sleeps. But people are only going to see it if they go there willingly, and if they’re on the lookout for “any attorney,” they’re going to need an extra nudge in your direction. This is why it is important to stand out early in the customer's shopping process. You will want to enter their moving parade of interest long before they even need a lawyer. This is where mass advertising has a huge advantage.

Radio ads are a great way to get in your prospective customer’s ears. People who commonly listen to radio will hear your ad and internalize it. If your ad is different than the other attorney ads, you will find yourself in the minds of everyone who tunes into the radio regularly. This includes internet radio platforms such as Pandora or Spotify. People who use radio tend to listen not only in their car but at work or in their homes. This can potentially give you more exposure than local TV ads. As the market migrates toward streaming their television shows and getting their news from the internet, they watch local TV less and less.

Of course, this entirely depends on your target audience. If you are in estate planning or elder law, local TV ads may be a better platform than internet radio. That is why it is very important to design your marketing campaigns for your customer.

How to optimize your radio ads to reach more clients.The group of people you’re trying to reach isn’t composed merely of people who want a lawyer—it’s people whose cases you want to take. To use your radio ad to market directly to your ideal client, you must consider the following three factors extremely wisely:

  • Station. You need to choose a station (or stations) that reaches your target demographic. This is a blend of both areas (the stations that reach the cities and neighborhoods in which your ideal clients live) and lifestyle (what your ideal clients listen to). Are men or women more likely to listen to the station? Are they well-off financially, or struggling? Are they younger or older?
  • Schedule. Many attorneys assume drive time is the best option for their ad to be on air—and often pay a hefty price for it. But if your prospective clients are likelier to be in their cars overnight (truckers and night shift workers) or mornings (the same as drive time, just on their way into work instead of out), you could get a better return and pay less for airtime.
  • Ad. When it comes time to write your ad copy, you should have one goal in mind: offering a high-value product to listeners. High value does not mean high cost. This applies to free reports or books that your target client will want and need. Explain what is included in your offer, offer a few insider tips, and make sure you emphasize why it is vital that customers have the information before they hire an attorney.
  • Tracking, tracking, tracking. This is important for all marketing campaigns, not just radio advertisement. Set up systems for tracking every call or client that comes into your office. This is the only true way to know if your marketing campaign is performing if you need to change it, or if you should eliminate that expense.

It will take a lot of trial and error to determine what works—and what doesn’t—in your legal radio ads. The best way to find out if your ads are bringing in the clients you want is by tracking your return on investment, allowing you to “tweak” your campaign so that none of your budget is wasted.

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