Radio is the best way to appeal to potential clients. You can make the customer familiar with your voice, and make yourself famous all in a matter of a few seconds, practically transporting him to your front door.
At least, that’s what you thought. It’s been a few months, and you can’t tell if your ads have had any positive effect, other than a few friends and neighbors telling you that they heard you on the radio. So what gives? With the decline of traditional radio, more and more lawyer find themselves losing money investing in radio advertisements. No surprise, it is not as effective as it used to be. Pandora and Spotify are growing in popularity, and the typical FM stations are becoming dinosaurs.
Even worse, most lawyers walk into radio advertisement blindly. You cannot rely on the radio station to tell you if you are doing something wrong. Many first-time radio advertisers find themselves disappointed with the results. There can be success in radio, but you need to avoid the common pitfalls that will drain your advertising budget without getting new clients.
Here are the four common mistakes lawyers make when buying radio ads for the first time:
- Choosing the wrong station. Too many attorneys make the mistake of choosing their favorite radio station, or a station where they know one of the staff members. Remember: you’re looking to find your client, and he may not listen to the same things you or your friends do.
- You Neglect Internet Radio. Internet radio can be local too. Most users sign up with their address, or at the very least their zip code. Many small businesses use target internet radio ads with great success. What's better, is that internet radio is often used while at work or at home and has almost replaced traditional FM in those locations.
- Trying to do too much. Call me! Hire me! Visit my website! Are you trying to appeal to your customer in six ways in under a minute? They’re going to feel rushed and overwhelmed, and then associate your firm with that sense of panic. Your radio ad should have one goal, the same goal as your web copy: getting your customer to find out more via your FREE book or report.
- Airing too many ads at one time. Would you place two billboards on the same country road? How can you tell which one is working, or which one is more effective? The same goes for your radio ads, especially if you’re sticking them to a single schedule: one at a time is the best strategy.
- Ruining your returns. If you’re not tracking the calls that come in as a direct result of your ad, you’ll never know if the ad buy was worth it. Always attach a unique phone number to each radio ad (one that isn’t used anywhere else in your business). If there’s only one way to respond, you know exactly how the caller heard about you—you don’t even have to ask.
Remember: when it comes to building your law firm’s profit margin, you need to save money as well as bring it in—and knowing exactly how much revenue your ad budget is generating is key to closing the gap.