Disclaimer: this post does not create a consultant-client relationship with any reader. For legal marketing advice you can contact a legal marketing consultant in YOUR area – OR (if you are based in Australia or Singapore/South East Asia) you can engage me in a professional relationship.
OR you can just enjoy reading how other law firms are building business and developing relationships through their Legal Marketing. ENJOY!
Here’s a simple question for you – let’s say you want to attract clients in a particular demographic – clients who like to get information by listening to the radio and watching TV – how should you adjust your legal marketing to attract and appeal to this audience?
That’s right – make sure you market by radio and “TV” – and using radio and TV techniques. TV advertising can be expensive – yet you can use TV techniques without having to pay for TV advertising. Here’s how.
This morning I’m so glad that I heard about a law firm I’d never heard of before .
I became aware of the firm’s existence because of clever, targeted radio advertising .
The radio ad promoted a law firm that can help with relationship disputes – (a broader term for family law and related matters)
I must mention the ad caught my attention – NOT because I need a family lawyer – but because I’m the sort of “marketing nerd” who loves to listen to and learn from advertising.
I welcome and study the ads on TV and radio and in magazines!
Laws about law firm advertising vary from jurisdiction to jurisdiction – and you’ll have to check out any restrictions for your jurisdiction.
What impressed me this morning was that the radio ad I heard this morning was very clever and well written.
The radio ad:
1. targeted a time when the potential audience would be listening to the radio – e.g. driving kids to school as I was this morning
2. created urgency – with a memorable message along the lines that “mistakes made at the early stages of relationship disputes could cost YOU big money later on.”
3. was designed to be remembered.
People listening to the radio (especially in the mornings) are often doing other things – driving kids to school or running around the kitchen.
Because I was driving – this ad needed to help me remember the name of the firm.
I recall the ad mentioned the name 3 times throughout the ad.
I just remembered one of the names – Bennett – because I have a good mate with the last name Bennett. But one name was enough!
When I got home – I googled Bennett and Family law and Brisbane – and sure enough, found the firm Bennett Carroll – in various places near Brisbane.
(Note: they are described as legal problem solvers – not lawyers. That’s what your audience wants you to do – solve their problems!)
The firm seemed to quite progressive and “aggressive” with its marketing via advertising and I wanted to check out their marketing style and their website.
It seemed to me that they were quite strategic in engaging what I call a mainstream suburban “TV and radio” audience.
This was the first time I’d heard of the firm. I am not connected with the firm in any way.
I don’t know if the firm has been using radio advertising for a long time – or if it was trying something new.
What I CAN say – is the ad worked in hooking my attention and making me remember the name (well one of the names anyway and that was enough to help me find track down the firm)
I wanted to check if my professional legal marketing “instincts” were correct.
I predicted the firm probably wanted to engage a “suburban” family audience that was more into mainstream media.
I predicted a website with lots of video – straight-talking and direct communication in a “blokey” style – probably with the suit jacket off.
From my experience, this type of audience likes to get its information more “passively” by listening of watching rather than searching and reading.
This audience probably gets its news by radio and TV rather than print – and feels comfortable with video and likes to see people’s faces and body language.
This sort of audience needs to trust you and is interested in “the person” inside the suit.
Sure enough – the web page I landed on had just brief text then 6 videos that would appeal to people who would rather have a real person speak with them (well on video at least). I was impressed with the naturalness of the talent.
I come from a radio and TV broadcast background – so I pay attention to things like the framing, the setting, and the delivery.
In my opinion, the website videos were very clever the way they were shot and delivered.
1. They were shot almost with the same point of view as if you are sitting across the desk from the lawyer or standing next to the lawyer. The videos have a natural look using “available” light rather than looking too “corporate and slick” with obvious lighting.
2. The talent sounds like he is talking rather than reading a script. The style is very natural and “Australian” – yet projecting lots of experience!
3. The surroundings look effective yet not extravagantly expensive. I mean that as a compliment and the image fits in with a great “line” describing why work with the firm.
“We offer a big-city experience & service at a suburban cost.”
Now, in the US, a law firm that created a great line like that would protect it with a trademark!
On many US law firm websites you’ll often see the TM sign next to a cleverly crafted slogan or tag line.
I often recommend that Australian law firms protect their slogans or tag lines the way US firms do.
Progressive Australian firms are protecting their branding too!
TV advertising can be very expensive – but with social media, websites and blogs and youtube – YOU can generate your own “TV-style” content as Bennett Carroll does with its website.
I suspect that he firm has invested in some professional and progressive legal marketing help. Maybe they did it al themselves. If so, they have great marketing instincts.
The firm also has a youtube presence and seems to invest time in producing video content. Video is an effective way of engaging with “everyday” clients – especially in areas such as family law and personal injuries (plaintiff) and compensation law.
If YOU plan to produce video content, I encourage you to remember that the audio as well as the video is very important.
The further back you move the camera – the poorer the audio (if you are just using the built-in camera mike) Use microphones and work to get good audio. Audiences do not tolerate poor audio or lighting.
So my main points for you:
1. think of the best way to reach your target audience – how do they like to get their information? If TV or radio – create videos and audio. Videos can be best because you your audience can hear your voice AND see your face and body language.
2. match your communication style to your audience. For example, this firm’s audience would not have been so impressed with the usual lawyer in a suit reading in a wooden style from a script and standing in front of a bookshelf full of law books. I admired the “natural” look.
Here’s a link to the page I landed on – so if you are interested you can check it out for yourself and see what you think.
As I mentioned, I am not in any way connected with the firm. I just think the firm does an excellent job in connecting with its target audience.Firm website – bcglaw
Tony Biancotti helps lawyers communicate more effectively with everyday people. Tony is a former lawyer turned journalist, communication consultant, and legal marketing maverick.
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