By Addia Maddi
As a direct result of adverting on television one lawyer has become well-known in the Denver, Colorado area. His firm is now been turned onto television advertising as well. They're running ads in New York much like the ones showing in Denver that have done so well. More ads will air in 90 other cities across the nation. The firm is the most recent personal injury office to participate in an ad project. Some basic ads contain real life scenarios where workers are discussing how they can find a good lawyer who will really fight for people like them - law firms in all different markets across the country are paying enormous amounts of money to have their firm and attorney names added to these simple advertisements.
The United States Supreme Court legalized advertising by attorneys in 1977. While many lawyers and their firms have been using TV ads for a long time, the creation of generic ads is a relatively new concept for personal injury lawyers. The attorneys who have chosen to participate in this advertising plan have experienced astounding results. Prior to his advertising system, his firm was a struggling two-person office handling about 80 cases per year; now more than 100 cases per month, brought in by the television ads, go through that office requiring the help of many lawyers and legal assistants. His offices are now contained in a three-story building which also houses the firm's television producer, the media buyer, a mock courtroom and a pool table.
This lawyer doesn't even practice law anymore, and instead devotes his time to making advertisements. He says that now that he understands the power of television advertising, he's making real money. According to this lawyer, it was a great surprise to him. He says that when a successful commercial airs that 10 of his phone lines light up. It is no coincidence that the phones start ringing at the same time the advertisement is on the air.
Though large, established corporate attorneys tend to eschew television ads, believing it to be lowbrow, more and more personal injury practitioners have become aware of the great benefits of greater public exposure. This lawyer used to struggle just to find clients. The nature of personal injury cases makes it very unlikely that the firm will receive repeat customers - most people come to this type of lawyer because of some type of accident.
There is no doubt that these advertisements generate a response. Unfortunately, not all of the calls generated by these ads have anything to do with personal injury cases. Sometimes people need a lawyer for something else and just don't know where to find one. Only about one in every ten calls actually gives you a case worth taking up. Lawyers who participate in this type of advertising say their number one problem comes from the amount of calls that are completely unrelated. Recently there was a lawyer in Washington who chose to drop the program because he felt he didn't have enough resources to handle the cost of ads or the resulting phone 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. After all, the phone won't answer itself. This costs money.
One of the program's participating attorneys reports that the amount he spent on advertising during his first year in the program, was only half of the amount of income that was generated by the TV ads. His law firm is continuing to amass a catalog of bigger cases, and his income to cost ratio continues to rise. Now Frickey and his producers are the go-to guys for law advertisements. John Madden, the well known football personality, has contracted to shoot six advertisements for $50,000.
As a direct result of adverting on television one lawyer has become well-known in the Denver, Colorado area. His firm is now been turned onto television advertising as well. They're running ads in New York much like the ones showing in Denver that have done so well. More ads will air in 90 other cities across the nation. The firm is the most recent personal injury office to participate in an ad project. Some basic ads contain real life scenarios where workers are discussing how they can find a good lawyer who will really fight for people like them - law firms in all different markets across the country are paying enormous amounts of money to have their firm and attorney names added to these simple advertisements.
The United States Supreme Court legalized advertising by attorneys in 1977. While many lawyers and their firms have been using TV ads for a long time, the creation of generic ads is a relatively new concept for personal injury lawyers. The attorneys who have chosen to participate in this advertising plan have experienced astounding results. Prior to his advertising system, his firm was a struggling two-person office handling about 80 cases per year; now more than 100 cases per month, brought in by the television ads, go through that office requiring the help of many lawyers and legal assistants. His offices are now contained in a three-story building which also houses the firm's television producer, the media buyer, a mock courtroom and a pool table.
This lawyer doesn't even practice law anymore, and instead devotes his time to making advertisements. He says that now that he understands the power of television advertising, he's making real money. According to this lawyer, it was a great surprise to him. He says that when a successful commercial airs that 10 of his phone lines light up. It is no coincidence that the phones start ringing at the same time the advertisement is on the air.
Though large, established corporate attorneys tend to eschew television ads, believing it to be lowbrow, more and more personal injury practitioners have become aware of the great benefits of greater public exposure. This lawyer used to struggle just to find clients. The nature of personal injury cases makes it very unlikely that the firm will receive repeat customers - most people come to this type of lawyer because of some type of accident.
There is no doubt that these advertisements generate a response. Unfortunately, not all of the calls generated by these ads have anything to do with personal injury cases. Sometimes people need a lawyer for something else and just don't know where to find one. Only about one in every ten calls actually gives you a case worth taking up. Lawyers who participate in this type of advertising say their number one problem comes from the amount of calls that are completely unrelated. Recently there was a lawyer in Washington who chose to drop the program because he felt he didn't have enough resources to handle the cost of ads or the resulting phone 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. After all, the phone won't answer itself. This costs money.
One of the program's participating attorneys reports that the amount he spent on advertising during his first year in the program, was only half of the amount of income that was generated by the TV ads. His law firm is continuing to amass a catalog of bigger cases, and his income to cost ratio continues to rise. Now Frickey and his producers are the go-to guys for law advertisements. John Madden, the well known football personality, has contracted to shoot six advertisements for $50,000.
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