The Power Of Advertisements Surprises Lawyers

In Denver, a lawyer's name has become a household word

, thanks to television advertising. Should his advertisements be as effective in New York as they have been in Denver, and also in 90 additional towns nationwide, there will soon be another very well known firm in this area. Many personal injury law firms advertise; this office is the latest to join in. Similarly to other attorney groups in various other regions, the law firm is spending significant resources for the ability to attach its branding to short, non-specific vignettes showing, for instance, a couple of regular laborers wondering aloud how to hire an attorney interested in helping people like themselves.

In 1977, the United States Supreme Court ratified Attorneys' right to advertise. While this particular person isn't the first one to use television advertising, he is definitely the only personal injury lawyer so far to use generic ads on a nationwide basis. The effect that advertisements have on a lawyers' business after they join this affiliate program are nothing short of revolutionary. When this attorney began advertising on television several years ago, his firm was a two person operation, trying to make ends meet by working 80 cases annually. Today, he employs a large number of attorneys and legal assistants, and his firm manages upwards of 100 cases, generated monthly, by his TV advertising. There is a pool table and mock courtroom, as well as offices housing the law firm's media buyer and TV producer, all within the attorney's three story building.

This entrepreneurial attorney has essentially stopped managing cases, and instead focuses on the advertising sector of his business. Since he has learned how powerful television advertising is, he also states he's quite thrilled with the major increase to his income. According to this lawyer, it was a great surprise to him. To hear him tell it, he ran one successful television ad and suddenly all ten phone lines light up like a Christmas tree. He can actually know when his ad is running by the avalanche of calls coming in.

Personal injury lawyers are aware of the power of publicity while many of the largest corporate legal firms still think advertising is demeaning and don't participate in the phenomenon. Fairly recently, this lawyer was simply one of the herd of personal injury lawyers searching for clients. With the nature of his business being personal injury, it provided few repeat customers since resolution of the case rarely needed revisiting (industrial accidents, slips and falls, car wrecks, etc).

The is no doubt that his advertisements get a response. These ads cast a wide net, so they often bring in calls that have nothing to do with personal injuries. It is common for people to have difficulty identifying the appropriate type of attorney. Roughly one in ten calls results in a worthwhile case. Lawyers in the program find that the biggest problem with the advertising program is screening through a large number of unrelated calls. Some lawyers have even quit the prograqm because they did not have the money to handle the cost of the ads and the additional personnael neededto handle the extra calls. This does raise the number of cases you will have, but it also raises your costs to run your business. You will need to hire some new staff. You will need employees to handle the phones.

One attorney who is using television ads reported that his income just in the first year of running his ads has almost doubled. And his case load is steadily increasing as his office builds a list of cases. Now Frickey, along with his producer, are working on having some people who are well-known names to be part of their advertising. For six film ads, they have secured John Madden the football celebrity at a cost of $50,000.

by: timothyrs

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