Advertising by law firms has traditionally been somewhat controversial and many in the profession feel that it has demeaned attorneys. On the other hand, legal advertising that conforms to required standards provides a valuable service to the public.
By one estimate, nearly 70% of Americans do not have access to an attorney. Honest, informative advertising can help them make more intelligent decisions when they do need one.
So, if you’re not advertising now, how do you get started?
First, remember that – in addition to the ethical standards which should be adhered to by all advertisers – attorneys have additional rules to which they must adhere or risk the wrath of the Bar. This may mean that almost everything you do has to be pre-approved by someone else to ensure you meet the standards. Depending on your state’s requirements, you may be able to do very little true advertising. If that’s the case, focus on networking and PR for your rainmaking.
Second, you’ll want to carefully evaluate the two parts of your advertising program – the medium and the message – to ensure you’re sending the right message to the right prospects.
The medium is how you communicate: print, radio, television, Internet, etc. and the message is, well, just that: what you tell your prospects.
Look at how effectively each method of communication reaches your target audience. An ad on a pop music station won’t reach many qualified prospects if you do probate and estate planning.
Your message should be based on the business plan, marketing plan, and brand development you’ve already developed for your practice. If you haven’t completed those tasks yet, you know what you have to do. You can’t put the roof on a house until you’ve finished the foundation and walls.
When you start working on the message for your advertising, the most important thing to remember is to ask yourself what’s in it for your potential client. It can be a real challenge to convert the “features” of your practice – highly trained lawyers and support staff, state-of-the-art technology, etc. – into benefits for your prospects.
Try to look at things from the prospect’s view. Why are they looking for an attorney in the first place? What’s their problem and how can you solve it faster and better than someone else? What do you provide that they can’t get at another firm? Law firms can appear very much the same to a non-attorney. Your challenge is to educate them and assure them that your solution to their problem is the best one.
Third, there are countless options available in advertising. If you choose to make it part of your marketing plan, find an ad agency that has worked with attorneys, clearly understands what you want to accomplish and can explain to your satisfaction why what they’re recommending meets your specific requirements.
With everything that’s involved in running a law practice – in addition to the actual practice of law – it’s no wonder that many firms don’t take the time to plan their advertising. It’s much easier just to slide by and hope for the best, dealing with problems as they arise.
On the other hand, good planning substantially increases your chances of success, both now and in the future. Plan to focus on what you do best – practicing law – and work with professionals in other areas, letting them do what they do best, and you’ll be well on your way to building a successful practice.
Posted by jeff 
