How to Advertise a Personal Injury Law Firm
Because there are agencies that do specialize in specific forms of legal advertising, here are our
things to consider when engaging in a personal injury law firm advertising campaign.
-Don't come across as pretentious or arrogant. It is possible to sound personable while still
maintaining a dignified appearance and tone.
-Focus on the real reason for personal injury law firm advertising-to provide consumers with
information concerning what your firm has to offer. Don't use advertising to make negative
comments or cast aspersions on other lawyers. It is your firm that will end up only confirming
what those who are against attorney marketing already believe, not the firm you are attacking.
-Don't use "gimmicks." Low-key, tasteful re-enactments or demonstrations do have their place in
personal injury law firm advertising, as long as they are not being used simply for the shock
value. Consumers who are thinking they may need the services of a personal injury law firm
most likely already know what can or did happen, and may not appreciate their specific incident
being presented in a cheap, undignified way.
-Look at other law firm advertising techniques and determine what you don't like about that
particular marketing campaign. Then, look for ways to ensure that your firm approaches from an
entirely different, more positive angle.
-There are many different forms of advertising, including television commercials, radio spots,
and print ads. Any or all of these can be successful mediums for attorney marketing, or your firm
may choose to use only one particular source. Whichever one you choose, remember to present
the content in an appropriate manner.
-The three different advertising mediums mentioned in Step #4 may require disclaimers or other
notices concerning attorney services. Make sure your personal injury law firm advertising is in
compliance with all rules and regulations.
-If possible, use people who are 100 percent employed with your firm to appear in television
commercials or print ads. And, don't think that the most handsome or attractive member must
necessarily be the one whose face is seen. Some people may appreciate the fact that your firm
does not emphasize personal appearance, but rather the services it offers.
-For radio spots, it probably will not matter if a firm member's voice is heard. Just make sure that
the ad is worded in such a way that the person performing the voice-over does not give the
impression he or she is a member of the firm.
-Do not exaggerate what your firm can do, or its success rate. If it is discovered that the
information given is not accurate, consumers may lose any trust they may have had in your firm.
Further, law firm marketing detractors can also use this to support their claim that personal injury
law firm advertising has no place in the legal profession.
-Be consistent. If changes need to be made in your personal injury law firm advertising
campaign, make them gradually.
Blue Dog has been creating advertising for local business since 1996.