Advertising is how businesses attract customers and clients, but poor advertising can have the opposite effect: if your radio ad makes a bad impression on your audience, you’ve not only wasted money, but also soured your listeners on the prospect of doing business with you.
With this in mind, it’s not enough just to have a radio ad: you need one that will capture your audience’s attention and convey your message while also convincing them that you can offer the services they need. Here’s some advice to help you get the most out of your lawyer radio advertising.
First of all, focus on your message. Keep music and background effects to a minimum: as much as you might want to add bells and whistles (perhaps literally!) to make your ad more “fun,” you’ll be distracting your audience from your message. The most effective format for lawyer radio advertising is the “pitch ad” – that is, a simple voiceover narration. You’re not trying to entertain your audience: you’re trying to keep them engaged long enough to convey your message.
Use a direct response style for your pitch. Don’t get bogged down with boring facts or “witty” banter: your message should tell prospects who you are, what you can do for them, and where they can go for more information. Here’s a simple five-step plan for lawyer radio advertising that works:
1. Get your listeners’ attention with an opening statement that targets your ideal prospects.
• “Can’t keep up with your credit card payments? Debt collectors calling you at all hours? You don’t have to take it lying down.”
2. Establish a connection between the listener and the service you offer.
• “With the help of an experienced attorney, you may be able to settle your debt for a fraction of what you owe.”
3. Explain who you are and why you offer the best service – clearly and with conviction!
• “I’m Attorney Frank Brown, and debt collectors hate me. Not only will I help settle your debt, but I’ll also ensure your legal rights are protected.”
4. Reestablish a connection between the listener and the service you offer.
• “If a creditor harasses you, you have the right to sue them, and you may even receive monetary damages.”
5. Finish with the “call to action” – tell your listeners to call you, visit your website, or otherwise make the first step to becoming clients. Make sure your call to action is repeated three times.
• “If you’re in debt, please call 1-888-43-DEBTS for a free consultation. That’s 1-888-433-3287. Frank Brown and Associates services all of Florida; our main office is in South Beach. Call 1-888-43-DEBTS.”
This simple template will help you create concise and effective pitches for all your lawyer radio advertising campaigns. Listen closely to the most successful radio ad campaigns out there: you’ll hear the same pattern.