For too many years to remember people have been claiming the end of TV advertising’s effectiveness. 

First there was the advent of cable TV. “Too many channels will make the viewing audience too splintered.” the experts said. They were right (a bit) about the splintering. But in

stead of it being a problem, it turned into a tremendous opportunity for savvy advertisers. Now, for the first time, you could target your audien...

1)   Does your advertising tell people what is unique and special about your firm?  

Some call it an “elevator pitch”, some call it a USP (Unique Selling Proposition). It is your ten-second (or less!) explanation of why clients should hire your law firm. Is it the results you have gotten for other clients? Is it your warm personal staff? Is it an area of deep specialty? Before defining yourself, survey the competitive la...

No, it’s not because you are full of gas.

It’s because, like Coke or Pepsi or RC Cola, it is a brand that is being presented to potential customers as what is known as a “parity” product. That means to the average consumer, there is no real difference in the product being offered from one law firm to the other. You are all lawyers, you all went to law schools, you all have won big cases and you are all generally impressive pe...

Stating the obvious here, but boy are PI law firm commercials awful. I mean, across the board horrible. At the top of the “food chain” you’ve got big fat bloated non-lawyer celebrities (yeah, I’m talking about you Shatner) shilling for firms in cheesy, over-the-top productions. At the other end of the spectrum are poorly lit, station-produced spots featuring lawyers speaking stiffly in front of a wall of legal books – well-int...