Market Masters Legal – TV Advertising Blog

Coming up with a Halloween-appropriate post for a legal advertising blog isn’t very easy.  Actually, I wasn’t planning on writing one.  But sometimes, things just fall into your lap.

I had a little trouble getting to sleep the other night and flicked on the radio thinking it might help.  The station was broadcasting an enormously popular program called Coast to Coast AM.  The host was introducing his next guest as The Psychic Lawyer.  Needless to say, that caught my attention.  The Psychic Lawyer is Mark Anthony, a licensed attorney, who also happens to be a medium specializing in communicating with the dearly departed.  Imagine adding that to your TV commercials or website navigation bar.  “Auto Accidents”.  “Social Security”. “ Workers Compensation”.  “Communications with Spirits”. And it sure would make for an interesting victimonial.  Guess we would have to modify our slogan a bit too.  “Tell Them They Meant Business”.

If you are a psychic lawyer, even you need great TV campaigns and websites like those from Market Masters-Legal.    Of course, you already knew that.

Happy Halloween.

“Keep It Simple Stupid” or “Make It Super Sophisticated”?

My latest travels took me to visit with our licensees in Columbia, SC.  Frankly, it was long overdue, but I was welcomed warmly and enjoyed their true southern hospitality.  One of the most important things they wanted to accomplish was for me to see, first hand, the primary potential client base from which they need to draw in order to be successful.   So, they loaded me into their car and took me to Pig On The Ridge, an annual barbecue competition that draws from all around.  It gave me an opportunity to see, meet and speak with many good people that comprise what they consider to be their target demographic.  The point of this (beyond enjoying barbecue and my first taste of boiled peanuts) was that we all can get caught up in trying to look and be as sophisticated as possible in what we say and do as law firms.  It is natural to want to be impressive.  However, our licensees in Columbia correctly recognize the critical importance of communicating to their clientele on their level in a manner that they will best receive it.

The late American journalist, H.L. Mencken once said, “Nobody ever went broke underestimating the intelligence of the American public.”  I suppose that his intention is open to debate.  But one interpretation can certainly be that keeping it simple and direct, while still being impactful, is never a bad strategy.  In fact, it is the best strategy.  Nothing puts you in a better position to do that than the TV commercials produced by Market Masters-Legal …Period.  How is that for simple and direct?

“Everyone knows us.”

I shouldn’t be surprised when I hear this from an attorney at a well established firm that advertises heavily.  Yet, I almost always am.  Recently, I was told this by two of our licensees.  One was thinking that a 30% reduction in their advertising would not be a problem, and the other was saying that they could reallocate a portion of their budget to speculative strategies.  A few weeks after the cutback, the first attorney called me to express concern about dropping call numbers.  I reminded him about the reduction and he acknowledged that it was the likely cause of the downturn.

I have been told that the typical city/market experiences as much as a 20% annual turnover of population.  That 20% each year will not know you based on longevity or past marketing.  Even more important is the question as to what happens when a firm lessens its marketing position?  Inevitably, a competitor or competitors fill the vacuum that is created.  It can give them life where previously they were much less relevant.

Everyone does not know you, even if a lot do.  Stay strong and aggressive in your marketing using superior creative and proven strategies.  It will keep you on top.

Heading into Labor Day Weekend, I was trying to think of something appropriate to post.  Then I received a call from a prospective client interested in our TV campaigns for a specialized area, Wage Hour abuse cases.

Unfair labor practices have been around a very long time.  However, the suffering economy seems to have led to even more people being taken advantage of.   Hourly workers are required to work extra time without being compensated, or they are “promoted” to “management” to bypass overtime requirements. Two current Market Masters-Legal licensees began advertising for these cases earlier this year, with very strong results.  One of them told me that bigger companies are paying the fines/penalties whenever they are called to task, but have no intention of stopping what they are doing.  The savings outweigh the costs associated with the minority of people that will pursue claims against them.  In other words, there is no end to available cases/victims.

We have been advocating diversification in the types of cases being advertised for as a means to further grow practices.  Wage Hour abuse is an area that may be worth further exploration for you.  Let me know if you would like more information.

Have a safe and happy Labor Day Weekend.