subject: Tv Ads Help Lawyers Make Money [print this page] As a direct result of adverting on television one lawyer has become well-known in the Denver, Colorado area. If the results of his advertising work are as good in New York and they are in Denver, as well as some 90 additional cities all across the country, his law firm will quickly become a household name. This particular law office is just the latest of a myriad of personal injury firms to become part of advertising programs. Television advertising is effective, but costly. This Denver firm is shelling out big bucks in order to run 30 second ads depicting vignettes of average people talking about how to seek out a lawyer who will be effective and easy to work with for a blue collar guy. One specific ad has two blue collar employees chatting about finding a lawyer.
The United States Supreme Court legalized advertising by attorneys in 1977. This Denver lawyer is certainly not the first attorney to turn to the media of television to advertise his services, but he is the first one who came up with the genius idea of creating generic advertisements for the services of a personal injury lawyer. The result of his efforts has been phenomenal. The benefits have come to him, but also to the other lawyers in his firm. At the time he spent the initial money on the first commercial, he had only two people in office. They had roughly 80 clients a year. Today, he commands an office of many attorneys and legal assistants. They oversee more than 100 cases a month. Also housed in his three story office building are the offices of the television producer for his firm, the media buyer, a mock courtroom, and even a pool table.
This now successful lawyer now devotes the majority of time to development and marketing of his firm's television office. He notes that he is very successful financially and fully understands the power of television advertising. This came as a real shock to him. He says that when a successful commercial airs that 10 of his phone lines light up. As soon as the ad runs, the calls begin to come into the office.
Some of the largest corporate law firms resist advertising, citing it's lack of respect. They claim it is demeaning. However, personal injury attorneys are quickly coming alive to the power of advertising. Keep in mind it recent this now well-known attorney was just another one of many personal injury lawyers scrambling to get clients. Typically, he didn't get clients returning for more legal work because he was a personal injury attorney. So once he won their accidental injury cases, that was the end of their relationship.
It's undeniable that the ads get results. Often times the results coming in don't even have anything to do with personal injury cases. There are so many people out there who don't even know where to start looking for a lawyer. Only about one in every ten calls actually gives you a case worth taking up. The number of calls that are unrelated to law is probably the biggest problem that lawyers encounter with their advertising campaigns. One lawyer in Washington eventually dropped out of the program since he was unequipped with the proper resources to process all of the calls generated from the ads. This might increase your overhead costs, but it will also increase the number of cases you start taking in. Someone needs to be there to take all those calls. .
There's even one lawyer in the program who said that his first year's income heavily outweighed his advertising costs. He also noted that the income to cost ratio was consistently rising as his case load increased. Now, Frickey and his producer are the best known names int he lawyer advertising game. Football celebrity John Madden has been hired to film a series of six ads at a cost of $50,000.
by: Fred Lewis
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