Attorney Advertising - Personal Injury TV ads

It is human nature to put things off, especially when they seem complicated and possibly expensive. You already know the importance of educating your potential clients about contingency fees to counter the assumption that they cannot afford a personal injury attorney. It is equally important to inform them of time limits in a way that motivates them to take immediate action.

Most people are familiar with the term “statute of limitations”, but may not have a full understanding of what it means to them as plaintiffs in a civil lawsuit. There are several common misconceptions.

One misconception is that if you are in the right and someone has done you wrong it does not matter if you miss a deadline. Good prevails over evil, the law is on the best man’s side, and all of those idealistic notions that make for a willing and positive client, but can cost them their case. On the other end of the spectrum are the pessimists who assume that it must be too late already, so why bother.

The third common misconception is a case of a little knowledge being a dangerous thing. It is the assumption that time limits are simple and consistent and accurately portrayed on television. People with this misinformation get the basic concept of the statute of limitation, but typically have an amount of time in their mind that they are sure applies to their case, and they are usually very wrong.

Your law firm’s advertising campaign needs to correct all three groups without scaring any of them off. You must communicate a sense of urgency that clearly negates the first misconception, “If you wait too long you will lose your rights forever, no matter how right you are.” At the same time, you don’t want that to convince the second group that it really must be too late. You can avoid that by attacking the third misconception and letting your audience know that every case is unique and that statutes of limitations vary depending not only on the type of case but the jurisdiction.

At Network Affiliates we have the experience to help you get the right message across in your legal advertising campaign; one that will create a sense of urgency while reassuring your potential clients that meeting with you is an opportunity for them to gain a clear understanding of their rights. Please, contact us today.