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.
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