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Lawyers and TV Advertising: Questions to Be Answered
By Robbie Darmona


Lawyers and TV Advertising: Questions to Be Answered
By Robbie Darmona
When lawyers want to make an advertisement of the judicial services they offer, is just one great possibility of presenting themselves before the public eye. But there are few questions of interest, whose answers must be found before going into advertising.

Who is advertising on TV?

The simple answer runs: THE PROSPEROUS PROFESSIONALS. A lawyer showing himself on is a lawyer who have profit of doing that. If you have been seeing a lawyer doing advertising for a month or two, the logical conclusion is that he or she can afford it. Why can they afford it? Because it brings them profits. If you have similar practice as theirs, perhaps advertising will be perfect for you, too.

Who would hire a lawyer from TV?

advertising is aimed at people from lower economic demo, such as working class or even lower. This is because these people don't know a lawyer personally and cannot find one. They depend on advertising to meet with a professional.

What exactly are you offering?

If you are offering unusual judicial services, chances are that you will be noticed by people from higher economic demo. That depends of the specificity of your qualification - the more specific, the higher the possibility to be reached by well-to-do clients.

What legal specialty works well on TV?

advertising requires special strategies and decisions that you have to take. You have to decide which one of the services that you offer is worth

being advertised on TV. Advertising a corporate tax law practice on local television would not be the most ingenious solution that you may come upon. There are too many people doing that, and you may not be noticed except as a part of the huge crowd of tax practitioners.

How about the rivalry between colleagues?

advertising has one special advantage: if you and a colleague of yours have advertised nearly in the same time, but she or he has ceased showing up on TV, your ad will gain all the potential clientele of your colleague. People don't remember names, and one attorney is interchangeable with other. In the long run, you may be rewarded for your persistence in advertising.

Do you need to pay the staff extra?

The staff in your office will consciously or unconsciously fight against your advertising, except if you don't involve them in the process. Involvement should include financial bonuses for receiving phone calls from clients. The staff needs to feel part of the new marketing strategy. Any kind of moral support from you or gathering decision-taking meetings will be suitable for changing their attitudes.

You also need to hire a special person with the prime responsibility of selecting the phone calls that you have received. advertising usually leads to a lot of useless phone rings from people that do not really need your service. Not to be huddled up, you have to take measures by positioning a contact person.

Who will produce the advertisement?

Make sure that you trust the right person. Lawyers' commercials have to put up with some basic requirements. For example, the State Bar of Texas supports special Advertising Committee, that is responsible for advertising of law services. It is extremely important that you play by the rules, otherwise advertising may turn up to have the opposite effect on your career and professional development.
Article by Robbie Darmona - an article writer who writes on a wide variety of subjects. For more information click TV advertising


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