Lawyers know TV commercials still capture more eyeballs than ads sent through any other medium on the planet.
The key to effective advertising on screen, however, is to make your message national caliber—one that rings a little louder, differently or more authentically.
It sounds simple, but when your law firm’s ad follows a heavily branded, visually tempting eye-catcher from let’s say Coca-Cola or another corporate giant, what you have to say needs to be even more distinct.
You can’t afford to get drowned out by a big-bucks spot that happens to precede or follow your commercial. There’s only so much prime time—and you need a premier spot to capture your audience’s attention.
Advertising messaging—and all marketing messaging, for that matter—has always been about “how” you do law differently (not what services you offer). Capturing that brand message in 60 seconds or less is a challenge.
But having a team of legal marketing and advertising experts on your side can quickly help you toss out the generics, distill your message to its essence and frame it effectively enough to compete with national ads book ending your commercial.
When developing a new TV spot or re-shaping an existing message for a visually based medium, it’s helpful to include a few key ingredients. Start by asking these questions; the answers will stir up a recipe for success.
- Are you saying what every other law firm is saying? Be honest.
- What is one distinguishing attribute (brand message) your firm can hang its hat on?
- Are you simplifying your message for TV or overloading viewers with information they can’t digest quick enough?
- Are you actually getting what you’re asking for with a clear and effective call to action?
- Is your production quality crisp—taking into account think like ideal lighting, high-quality voice over, impeccable grain, interesting graphics and optimal editing?
If you’re creative light bulb just flashed, that’s good news. You either have already one or just realized you need to find a full-service TV production partner that can help your firm craft a competitive legal advertisement from start to finish. It’s worth every dime—and it doesn’t have to take every one of them.
Remember, when you’re going back-to-back with national ads, it’s not the time to take a backseat.
We would be happy to evaluate your advertising, confidentially and constructively. Please just give us a call. Network Affiliates has been in this lawyer marketing game since 1981. We currently represent over 90 Law Firms around the country.
What do you have to loose? We feel the value of the case you are trying to get is everything.