Which Approach To Lawyer Advertising Is Best?
Which Approach To Lawyer Advertising Is Best?
Dignified or Memorable.
Dignified, by far, has been the approach of choice. Lawyers on camera communicating how much they understand and care about those in need. The belief is that this type of advertising will hit home with people in a way that will make them feel good about the firm and want to do business with them. The problem with most ads in this category, in our opinion, is that they are weak at generating response and are easily forgotten.
There is a minority of attorneys who have chosen to take a more aggressive approach. Hard hitting ads filled with visual and/or audio gimmicks that practically scream at the consumer. Most lawyers would not choose this strategy, and in fact abhor it. While they lack dignity, they are memorable (even if it is for the wrong reasons).
There is a third choice.
Without question, the hardest thing to do is to consistently advertise in a way that is both memorable and dignified. However, we believe it is the only way to maximize response among those currently in need of a lawyer, while building positive equity with the larger segment of the market at any given time that does not yet have the need. Translation – more cases and better cases. With Market Masters-Legal you do not have to choose one or the other. You get both.
