Americans watch television, so TV advertising, with its different pricing options, can be an affordable way to market your disability practice. Here are five key elements that all TV commercials for disability lawyers should have.
Know Your Audience
Television advertising is one of the best ways to reach a new target audience. Think carefully about who your target audience is. Who are you trying to reach? Pst clients dictate future clients, so look at your current client base. What do they like and dislike? What are their personal characteristics? What channels and shows do they watch? Honing in on your audience will have a much higher return, much higher bang for the buck, and will generate leads, because you will be in front of the right TV audience.
Promote Your Brand
This is your time to shine. You’ve got to put your name out there. Focus on your expertise and your practice areas. In fact, devote the majority of your time to your practice areas. The more information you have, the better. Remember that there is a large group of people out there that need your skills as a disability lawyer, so being direct and getting to the point are key. Demonstrate that you know your clients’ needs and tell them how your expertise will help them; this is a major component of any effective commercial. Use specific colors, music or graphics to create a consistent and lasting impression.
Client Testimony
While you certainly can promote your own brand, there is nothing quite like a client testimony to distinguish you in the marketplace. Audiences trust client testimony and can better relate to someone relaying information first-hand rather than a lawyer telling someone about the case. Potential clients can relate to the person’s case and experience with your firm. Pick a client or two that have a compelling story, and ask for their help in your commercial. Think about the last time you bought something online. Perhaps you hesitated, but purchased after reading positive customer reviews. Why? Because you trusted their candid, unfiltered input. For this reason, customer testimonials are a worthy investment of your time.
Brevity
Remember that a picture is worth a thousand words! Be concise. Remember you only have 30 seconds to get your point across, or maybe even only 15 seconds! Tell your story effectively. Get right to the point and give your potential clients an immediate and clear idea of the services you offer. Don’t clutter your commercial with extraneous, unrelated information.
Contact Information
The most important part of your commercial is telling your audience what you want them to do. In a 30-second commercial, time is of the essence and you have to wrap it up and leave a lasting impression. Give your audience a clear, compelling reason to pick up the phone and call you. Tell them exactly what to do, how to reach you, and what benefit they’ll receive by taking action. Be sure that your phone and/or Website are prominently displayed for a lasting impression.
If you’re ready to make your commercial and you want maximum impact and return, call us today. We are a professional marketing firm with the experience and expertise to craft your message for the maximum return.