I met an attorney yesterday who told me that his sole method of advertising was to run a 30 second television commercial. He advertised on network television mostly in the evening and during the nighttime hours. When I asked him how he differentiated his commercial from any other lawyer commercial, he looked at me questioningly and responded “I guess I don’t.”
I had a chance to view this attorney’s 30 second commercial last night and could find no compelling reason why an injured victim would call this particular lawyer over any lawyer who practices personal injury Law in New York.
What’s the take-home message?
You must give a potential client a reason to call you. Simply saying that you are a lawyer running a commercial is meaningless in today’s age of video, face book, twitter, my space and other social networking online. In my opinion, you must explain to the viewer how you are different from all the other lawyers out there.
As a reminder, you are never to compare yourself to any lawyer or law firm. Distinguish yourself by explaining how you can help people with legal problems. Explain how you helped people in the past. Importantly, make sure what you say comports with your state ethics rules.
