I grew up riding a tough school bus. In a tough town with locals that “just didn’t debate a lot…”
This taciturn way of problem solving meant I had to quickly develop some basic boxing skills. One of the most valuable things I learned was this:
“You hold a huge advantage over your opponent if you can connect with a one-two combination punch, when challenged by a ‘non-debater’.”
The most important thing about the one-two combo is the way it seems to defy basic math. An opponent might take the first punch ok, but the second one drops him to his knees. The stun factor of the one-two makes it seem like you’ve clocked him more than twice… and like they aren’t going to forget it once they come to.
Really good advertising is like a one-two combination punch. It’s retentive—you can’t forget it (like that dumb detergent jingle you still remember from way back in high school)!
When your law firm’s prospective clients see the color in your logo or hear the music of your theme, they should think, “These guys are good lawyers. They care about me. They will fight for me.”
To deliver the one-two marketing message you need a multi-media advertising strategy. Some law firms only want to get into one medium: television, online, billboards, or radio. These law firms get “sold” on their favorite medium by a clever salesman who’s more interested in his business’s bottom line than in theirs.
A single channel approach is not smart or effective. And you lose exponentially the impact of multiple advertising channels working together. And yes, the word is exponential loss.
Kirkpatrick Creative will coach you to deploy a killer one-two advertising punch:
One! Use television as an intrusive medium.
Then, Two! A follow up in digital media for the long-read medium (with a “Sign Up Now!” form ever present for immediacy).
Television piques interest and digital closes the sale. Digital has the ability to relay comprehensive information with details and testimonials, and to convert using an on-line form for your law firm’s prospective customers to submit.
Your law firm needs to be open for an injured party whenever they want to contact you, even at two in the morning. Especially at two in the morning—that’s when all your competition is closed!
Digital advertising, submission forms, and live chat all work together to let you capture your client’s information, their attention, and their business.
Our law firm advertising agency has data tested for trends in TV ads vs. digital ads—using our in-house analytics software—to see which advertising medium produced the most leads. What we found was:
BOTH media are tremendously effective.
BOTH television and digital advertising can stand alone in advertising for injury law, bankruptcy, and social security case prospect reach.
But NOTHING hits harder than a well-orchestrated one-two punch:
Our most recent data analysis of advertising response rates shows that our clients’ caseloads have increased as much as 39% over a comparable quarter in previous years.
In case you’re skimming this, that’s THIRTY-NINE PERCENT GROWTH (punch number two…) after the deployment of an aggressive digital campaign laid over a baseline coverage television campaign.
Use television advertising and digital marketing in concert and you’ll be amazed with how much more effective your advertising can be.
Bottom line? Your law firm needs to advertise by employing a measurable, multi-media strategy—a customized one-two combination.
The boxing ring isn’t a bad analogy for this… legal and injury law firm advertising isn’t for the faint of heart!