Television Advertising to Make an Impact

Oct 2014
By: Emma

There are so many different ways to advertise your law firm in this day and age.  You can go with social media, radio, print, etc. but the one that remains at the top of the game is television.

By spending a little time getting clear on who your target audience is, you can adapt your advertising to reach that audience in the best way with the most exposure.

You do need to take into consideration the effectiveness of your commercial.  It can be highly effective if it is both dignified and memorable, and has high production quality and a great viewing time.

With a television ad you have a captive audience.  The average American spends a minimum of four hours a day watching television. This provides you with a wide range of time during which to reach viewers with your commercial.

You want your commercial to draw the viewer in and let them see that you truly care about the outcome they will get from the problem they need solved. Sight and sound influence the way people view you and your firm.

Now along with those television ads you can also have online advertising going on which is going to increase your reach.  So many people are online nowadays that by reaching them there as well you have hit the top two places people spend their down time at.

Advertising on TV offers a number of benefits to your firm including incorporating sound, images and movement to make your firm come alive in the eyes of the viewer.

Ads that capture the attention of the audience can start conversations that effectively reaffirm your message.

Despite the large audience reach of television, it’s important to note that the ability to target market segments has grown significantly over the years.  Even network TV offers a wide range of programming options where ads are most likely to be viewed by specific target audience segments. With cable television advertising, advertisers can narrowly target specific market segments not only by placing their ads in specific programs but also choose specific zip-code areas for broadcasting the ads.

Not just anyone can practice law. In the same manner, not everyone knows how to buy media. When you want to purchase spots for your firm’s TV commercials and you want your message to stand out in a good way, you need to turn to the experts at Market Masters-Legal for help.

It’s not enough to simply produce a television commercial advertising your law firm. You need to be memorable, dignified, have a good message, include a call to action, and connect to your viewers. Additionally, lawyer television commercials need to be aired in just the right way—right station, right time, right audience—to reach your perfect client.

Market Masters-Legal knows how to put together television ads for law firms that combine a compelling message with powerful audio and video in correlation with our prestigious actors such as William Shatner and Robert Vaughn.

Let us implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately!

Did You See the Latest Tweet About Your Firm?

Oct 2014
By: Emma

With online videos going viral and it seeming like everyone is tweeting, pinning or posting you are probably wondering what advantages there are to still running television advertising rather than just going crazy on social media alone.

TV advertising still has enormous benefits if done in the correct way.

A huge part of the older generation still spends their time watching television for information as opposed to looking on social networks.  The ones that are connected on social networks are for the most part there to connect with family and stay in touch.

Your younger generation is the one that will be tweeting about your firm and posting their thoughts so you definitely want to make a good impression and get them to remember you so that they help you spread the word through their own efforts on social media.

In order to reach all different generations you want to have a presence in both worlds so that you are getting in front of anyone who would be in your target market as well as getting in front of people that are going to think of you and refer you to others. When building your advertising plan, approaching it in a way that flows with the business model you have in place is what will deliver results. Because television stations keep detailed information about audience demographics, it’s possible to broadcast your commercials to the exact audience you’re looking to capture.

While online videos often attract attention, locally broadcast TV commercials still do a better job of bringing in paying customers. Virtually every home in America has a TV or 2 or 5…you get the picture.  There seems to be one in almost every room in some homes.  Your audience spends their time relaxing and watching their favorite shows and you want to be sure that you are taking that opportunity to get in front of them and make them remember you. Even advertising only with local affiliate stations, your firm has the potential to reach thousands of potential customers every time the advertisement plays.

Television engages sight and sound while displaying motion. The connection of information with multiple senses aids in both learning and recall. Think of how teachers often use audio/visual aids in the classroom to reinforce new information. You are doing the same thing with your television commercial!  You are helping people to remember you. In the space of 30 seconds, an effective television spot delivers a brand image, informational content, emotional content and action content.

Market Masters-Legal is known to produce “The Most Powerful TV Ads in the Country” and we want to help your firm get out in front of your audience in a way that favorably distinguishes you from everyone else in your market. This in turn generates calls that turn into cases. The end result that any firm wants to have!

Market Masters-Legal has a way for you to set up a low cost trial period to experience the phenomenal power of our TV ad campaigns without a long term commitment.  Just contact us to find out more!

Are You Positioning Your Firm Via Both Internet and Television?

Sep 2014
By: Emma

Even though many marketing firms believe that Internet marketing is the “take over” for traditional marketing, I am here to tell you that television advertising is still a key part of the advertising world and can be used in conjunction with your other marketing methods to bring in even greater results.

People spend a lot of time browsing the Internet on their smart phones, iPads and other devices, but newspapers, magazines and other print media seem to be the things that are going a bit more to the wayside.  Almost anything can be found online now and between the internet and television, that is where people spend their down time.

TV advertising remains a powerful force because of its wide reach and storytelling/connection potential. The largest TV advertisers remain committed for one reason – TV works.

TV can help drive traffic to your website or increase web searches for your firm. Well-crafted high production value TV spots can personalize your law firm and open the door for consumers to take the next step.  This is one way to grow the know, like and trust factor of getting people to become clients with you. Then, by properly designing and constructing your website to offer an excellent user experience, you can help consumers in your area make the decision to contact your firm.

The benefits of TV advertising come from a consistent ongoing message that remains on the air over time. It needs to be compelling and evoke emotion in your viewers.  It needs to be authentic and connect with them so that when they or someone they love is in need of your services you will be top of mind for them to contact to help them solve their problem.

Market Masters-Legal has been using the highest production values along with relationships with talent that have been developed over the years.

The future survivability of many firms is in question if action is not taken.  Our results are universally gratifying, ranging from immediate increases of market share to complete dominance of your local market with a much more efficient use of your TV dollar.

Using high visibility and celebrity spokespeople produces huge increases in business, is affordable, and can work in just about any market.

Don’t wait to contact us until after one of your competitors is using the campaign.  At that point it will be too late. Let Market Masters-Legal implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately!

Are You Reaching Your Audience When They Are Paying Attention?

Aug 2014
By: Emma

Television commercials remain one of the most effective forms of attorney advertising in today’s market.  If you are serious about marketing your law firm in the current competitive business environment, and increasing your clientele and case load, you need to be on television.

Your target audience, no matter who they are, most likely will sit down and relax in front of the television at some point in the day.  You want to be sure that you are on that screen, talking directly to them at their viewing time, no matter what time of day that is.

TV is an active medium that delivers a strong call to action to victims, prompting them to pick up the phone and call an attorney. Statistically, television commercials deliver the most leads for the money, outperforming conventional forms of legal advertising such as the Yellow Pages, billboards, direct mail, and print ads.

While those other forms of advertising work, television is one constant that you can be sure people will be in front of just about each day for at least an hour if not a few hours.

People don’t flip through the Yellow Pages like they used to…especially since they can Google anything they want now and it is a lot quicker.  They still see billboards but don’t usually pay as much attention to them as they are most likely on their way somewhere when they spot them.  Direct mail and print ads work to an extent but a lot of people file those in the circular file as well.

You want to be sure that you are marketing your law firm with custom commercials that will make your audience feel the emotion that you want to invoke…the one that there is hope that they can get out of their situation or make it better in some way.

You want to have control over your brand and message and what is getting out in front of your audience, in the best way and at the best time.

You also want to have a dignified and memorable commercial which isn’t always the easiest thing to do.

The thing is, you want someone to help you accomplish all of this.  You don’t have time to do this on your own and still focus your attention on your firm.

Market Masters-Legal is the group to help you accomplish this.  Your firm’s ads are going to be compared with sophisticated national ads for corporations – along with those of other attorneys in your market.  Our commercials cut through that clutter with powerful concepts and prominent actors (making the ads both dignified and memorable) – thus multiplying your media investment exponentially.

Market Masters-Legal can provide your firm with an advertising presence that is unsurpassed and will increase your success at a quick pace.

Some of our top actors include William Shatner, International film and TV star, Multiple Emmy and Golden Globe actor and star of ABC’s “Boston Legal”, TV’s Judge Joe Brown, Emmy Award nominee and one of the most trusted and recognizable personalities on television, and Harry Hamlin of the award winning television series LA Law and Mad Men. All have dramatically increased response rates and continue to deliver prolific results for clients in markets of all sizes.

Our compelling platforms have become powerful intake producers.  We understand what makes consumers respond to law firm marketing and put that knowledge to work. Contact us to learn about about our short term trial program.

What Unique Offerings Are You Showing Your Target Market?

Aug 2014
By: Emma

In terms of marketing, the biggest difference between smaller firms and larger is the depth of resources they can apply to the marketing function. Smaller firms tend to use their marketing dollars very wisely in order to make them stretch as far as they can and provide the best return on investment.

A small practice can now compete with the “big boys” through a television ad campaign. Along with that campaign they may launch a social media effort.

Every firm is unique.  Yes, you will be targeting the same market as a competitive firm but what you do and how you do it is unique to your firm. What feeling do you provide your clients with?  Do you show that you truly care about their problem and are putting in 100% to get it solved for them?  Do you take time to connect with them personally and not just on a “business” aspect?

Market Masters-Legal has the skill and expertise to make sure that your television ad campaign evokes those feelings you want your target audience to have and is effective.  We provide you with commercials that cut through the clutter.  We use powerful concepts and prominent actors that are both dynamic and compelling, two traits that you want for a successful television ad.

Recognize that you can be highly successful by leveraging your resources against tighter definitions of geography, target prospects and/or area of focus.

Times have changed for marketing tactics.  What used to work doesn’t work anymore.  Think about it…every day we go to work and after wading through hundreds of emails, proceed to write hundreds of our own, often preferring the anonymity of a keyboard to taking time out of our busy days to pick up a phone and have a conversation with someone that may take more time then we wish to spend. Direct mail and cold calling is not the way of this new world.  Now it is all about connecting and building relationships.  Getting in front of your audience and being authentic and showing you care.

Sometimes in the world of email there’s a price to be paid for this new way of communicating, particularly when one’s “tone” may not be coming through accurately. We wonder what the client meant, or if there is something they are leaving out. Why did they give a one-word reply?  What does it all mean?

There’s something to be said for verbal cues and feedback. It’s amazing how much a raised eyebrow or a soothing voice can convey.  Television campaigns show that human aspect for you in a wonderful way.

The most effective marketing and business development programs are invariably those that integrate the best of all the different business-building activities you have to offer.

I invite you to contact us and try out our low cost trial period to experience the phenomenal power of our campaigns so you can make an educated decision on what is best for you.  The old way or our way.

What Is Your Return on Your Legal Marketing Investment?

Jul 2014
By: Emma

Most times, law firms will implement a marketing initiative and then at a later date (whenever it comes up) decide if the attempt was a success or failure in generating new revenue for the firm.

For example, they will look at how much money was allocated for the activity, how many new clients came of it and how much new revenue those clients brought in.

If the numbers don’t meet the firm’s anticipated projections or goals, the effort is declared a failure.

What is wrong with this method? The firms are assuming every marketing attempt they undertake exists in a vacuum. In truth, most communications are in fact successful, because your target audience has been exposed to your message a number of times and in a variety of ways.

An individual who registered for a seminar held by your firm may have seen an ad or press release for the event or even been told about it by a friend. They then attended the seminar and came away with a positive or negative impression of the attorney who made the presentation. After the seminar, that individual went home, and in wanting to learn more about the firm, decides to check out the firm’s web site. Then, at the first appointment, while sitting in the waiting area, that potential prospect starts to read one of the firm brochures strategically placed upright on a credenza in the room.  Thus, prior to actually retaining the firm, that individual has been exposed to a representation of it somewhere between 4 and 7 times.

It’s no different for any other form of marketing.

Market Masters-Legal has the key to connecting with your target market via television commercials.  Through the use of high end production and national talent we know that your commercial will be a success.

We only take one lawyer in each field for the area.  So for instance if you are a personal injury attorney, there will not be another one in your area that has these commercials.  Think about that for a minute.  A unique commercial stands apart from the rest.

When you put numbers to each marketing activity you are discounting the other activities.  When you ask “Where did you find out about us?” and get the response of “I saw your ad,” “I Googled you on the web,” or “I attended your seminar,” the response is noted and the revenue from that new client is credited towards whatever activity was cited in the response.  In reality they may have heard about you from a friend, then Googled you and decided to attend your seminar.  Every activity you have going could have contributed in some way to the gain of that client’s business.

We should not assume marketing activities work in a vacuum or that new business is generated in a single direct way.

Ready to see what we can do for you? Let us implement a turn-key, low cost, low risk, 6 month trial for you to see how we can get your firm in the public eye prominently so you see results right away. We only take on one specialty in each area so you want to contact us today before your competition does!

How Long Do You Spend Making Decisions?

Jul 2014
By: Emma

In this day and age people are rushing everywhere.  They are always in a hurry, over scheduling themselves and having less and less downtime.

Many people suffer from Bright Shiny Object Syndrome.  They jump from place to place, get bored easily with what they are doing and look for the next thing to move on to.  They want fast solutions when they have a problem.

When they are looking for a law firm to represent them, they are looking for the one that jumps out and speaks to them.

In order for this to happen, you need to be in front of them at the right time.

There is so much distraction in our lives that people want a simple, easy solution.

Often we think fast when making decisions about what to do next, who to buy from, who to work with, who to spend time with.  We talk to friends we trust, post it on Facebook that we are looking for something, view ads on television and jot down the info from the ones that jump out at us.

Brands that design their advertising with a direct and to-the-point approach will be the ones that succeed.

When you view commercials you instantly recognize Apple’s brand with its icons, Windows 8 brand with its tiles and Corona with the beach commercials (sunny beach backdrop, waves gently crashing into each other, bottle front and center on a table). This allows you to focus on specific information provided and works well no matter how they use it.

Just one appealing visual is enough to attract attention. That attention is retained when the ad has a crisp, clear appearance that is simple and easy to understand and conveys how they can help you with your current problem.

You want your campaign to be seen in multiple formats and to get in front of people who are your ideal clients.  You want them to feel secure and that their problem will be taken care of when they work with you.

Market Masters-Legal can create that less-is-more commercial for you in a compelling and dignified way.

The results from our unique commercials are universally gratifying, ranging from immediate increases of market share to complete dominance of your local market with a much more efficient use of your TV dollar.

Don’t wait to contact us until after your competitor is using the market-exclusive campaign. Let Market Masters-Legal implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately.

Is Your Commercial Unique?

Jun 2014
By: Emma

When you are thinking of commercials that stand out to you and compel you to take action, what do you think about?

Do you think about how similar it is to another brand?

Do you think about the unique elements that make this brand stand out?

Recently, a new Taco Bell commercial came out for their breakfast food.  The thing is, they used people named Ronald McDonald in the commercial.  So all these people are eating the Taco Bell food and saying “My name is Ronald McDonald”.  Well this was super confusing!  Not to mention, they gave more air time to their competitor than they gave themselves.  Not a smart marketing tactic!

When you are advertising on television for your law firm you don’t want to be similar to another firm and you definitely don’t want to compare yourself or raise their name in the ad.  You want to ensure that you stand out and show your true brand to the world.

When you advertise in a unique way you are standing out from the competition and showing your target audience EXACTLY why they should be working with you and not the firm down the road.  You use that space to get your mission across, connect emotionally with your viewer and show them how you can help solve their problem.

In the book “Reality in Advertising” written by Rosser Reeves, it states that every business, product or service absolutely needs to have a “USP” or “Unique Selling Proposition”.  He says that focusing on the USP in every advertising and marketing effort is key to creating an effective and cohesive advertising marketing campaign.

Do you know what your USP is?  If not you want to really spend a little time to get clear on it.

Market Masters-Legal can help you with this.

We have the ability to provide your firm with an advertising presence that is unsurpassed and will truly show your USP to the world.

We use top actors in our commercials including International film and TV star William Shatner, Emmy Award nominee Judge Joe Brown and Emmy Award winning Harry Hamlin, who have dramatically increased response rates and continue to deliver prolific results for clients in markets of all sizes.

The power of their delivery, combined with our compelling dramatizations and other unique elements make this campaign instantly recognizable and unforgettable.

The intention of our unique low cost trial period is to allow you to experience the phenomenal power of our campaigns without a long term commitment.

Are you ready to get clear on your Unique Selling Proposition and get it out in front of your target audience?  Are you ready to increase the growth of your firm based on your Uniqueness and true message that you want to deliver?

Contact Market Masters-Legal today to see how we can help you get where you need to be!

Is Your Strategy Bringing You Success?

May 2014
By: Emma

Have you ever heard the quote by Napoleon Bonaparte “Never interrupt your enemy when he is making a mistake”?  Well it fits in your marketing also.

Not that your competition is the “enemy” but if they are not forming a plan for their media buying they are making a mistake.  So if you are taking this opportunity to do just the opposite of them you are ahead of the game!

Good strategy is important, whether you are in the courtroom, the mediation table, or designing a marketing plan.

Here at Market Masters-Legal we utilize a team of highly trained, experienced and skilled media buyers armed with the best research and technology that money can buy. This gives them a tremendous edge when negotiating rates and added value with television stations. They proudly achieve millions of dollars of savings for our licensees each year. This often more than offsets annual license fees for the creation, production and use of the TV campaigns.

An effective strategy for media buying is important if you are interested in growing your Firm. We understand your clients, and better yet, we know how to reach them.  And reaching them is what is going to grow your firm.

You should be demanding accountability from your marketing campaigns. You need to know what is working and what is not.

We are experts in this field and use our strong, experienced team to put together the best plan for you that works to reach the goals you have outlined.  We help you to be both successful and profitable.

The definition of Media Planning according to Entrepreneur magazine is: The process of establishing the exact media vehicles to be used for advertising.

Deciding what media vehicle to use to grow your firm can be confusing at times and even overwhelming.

That’s why it’s important to put together a media plan for your advertising campaign. The three components of a media plan should be:

1. Defining the problem. Do you know where business is coming from and where potential for more business lies? Do you know which markets offer the greatest opportunity?

2. Turning your marketing requirements into attainable media objectives. Do you want to reach more people or a select group? Television advertising could help you reach either group that you desire.

3. Determining a media solution based on media strategies. There are different schedules that work best depending on what media channel you are going with. Television advertising is most effective when run at certain times of the day or around certain programs, depending on what market you’re trying to reach.

When comparing cost and effectiveness of various media, consider this:

How many people do you want to reach?

How many homes do you want to expose your firm to through specific media scheduled over a certain time frame?

How often do you want to reach these people? It takes an average of three or more exposures to an advertising message before people take action.

Is your message making an impact?  If you are putting out a television ad and people aren’t responding, why is that?  Is it too obnoxious?  Too Boring?  Make sure that your message appeals to people’s emotions as well as being visually and audibly appealing.

Frequency is important because it takes a while to build up awareness and break through the consumer’s selection process. People screen everything now and discard those not of interest. Strategy and repetition are key to success in your media buying.

Contact Market Masters-Legal for a turn-key 6-month trial campaign today.

Are You Marketing Your Firm with Dignity?

May 2014
By: Emma

Do you use what you know best in your ads?  What I mean by this, is do you give value to people, and touch them emotionally so they feel that you are the perfect fit to solve their problem?

You want to attract new clients, increase referrals, gain strong customer loyalty and step out as an expert in your field.  That is the key to growing your firm.

To do that in a dignified manner means no loud, obnoxious commercials.  It means a professional base that prospects get when they call in to your office each and every time.

You don’t want to spend your time selling people on you with a hard sell base.  You want them to get to know you and understand how you can help them. Avoid giving people a sales pitch and instead provide them with facts and advice that will show you are a respected authority in your field.

People will be drawn to your knowledge, skill, judgment and experience. They accept your information and advice – and then ask you for help in solving their legal problems.  This is when your efforts have paid off.  They have gotten to know you and the value you provide and they are ready to hire you to solve their most pressing problem.

One of your biggest marketing challenges you will find is identifying qualified prospects.  You need to be clear on who your target audience is and then make sure that your commercial is both dignified and memorable.  Memorable does not require you making a fool of yourself!

Potential clients learning about you will be:

(1) Skeptical and cautious

(2) Busy- which is why they often put their problem on the backburner until it becomes a priority

(3) Confused by all the choices they have and afraid of what they don’t understand

Television advertising is effective for reaching your target market because it covers a significant area.

The key to growth in your firm isn’t a clever slogan or fancy logo… it’s in not demeaning yourself to gain clientele. Both you and your prospects will have much more respect for the dignified you.

Market Masters-Legal has “The Most Powerful TV Ads in the Country” and we would like to showcase you to your audience.  We can show people clearly what you are all about in a way that favorably distinguishes you from anyone else in your market (and doesn’t require costumes, singing or anything else in that realm).

To set up a casual conversation now, contact us today.