By Benjamin Glass Platinum Quality Author
Using a radio commercial as part of your lawyer advertising is a bit of a gamble, but one that could pay off tremendously. I'm a big fan of legal marketing methods that can be tracked, analyzed, and run with little to no continued effort on your part. Radio can be one of these methods if your audience is receptive to it and you conduct your campaign correctly.
Setting Up a Radio Commercial
I'm not going to get into the technical side of how a radio commercial is produced and aired, that's a job for the professional companies that deal with these things. Instead, I'm going to tell you the steps you can take when developing your lawyer advertising strategy to include radio.
First, think about your client, the one you want to reach with your radio commercial. What kind of information are they looking for? What will catch their attention? Make sure this information is the basis of your script, because you only have 10-30 seconds to make your point. The most important information you MUST include is how to learn more.
Your contact method mentioned in your radio commercial is critical to making the overall system work. If you are giving a phone number, make sure it is a number unique to that ad. That way, you know all calls coming to that number were a result of your lawyer advertising on the radio. If it's a website, make sure that address is also unique to that specific ad, so you know the traffic coming to that page is more than likely a result of your radio commercial.
Timing is Everything
When do your potential clients listen to the radio? Many radio stations have marketing sales departments with agents who will help you determine this. To help them out, you need to know the demographics of your ideal client. Knowing when your clients are most likely to hear your radio commercial is critical to picking the times and schedules for when to play your ad.
The scheduling of your radio commercial playback may take some trial-and-error adjustment before you find your sweet spot - or you may not find it at all. If you diligently track your timing and response for your lawyer advertising on the radio and find you're just not getting results no matter which time slots you pick, it's most likely that radio just isn't the way to capture your clients' attention.
Radio Isn't For Everyone
Back in the '50s and '60s, even the '70s, the radio was a popular medium for information. As technology advanced, so did the way we get our news and do our research, and the radio has fallen to the wayside in recent years. But it's not dead yet! Traditional radio is still used by many in their cars or heard in public places like restaurants, salons, and doctor's offices. Internet radio is also gaining popularity with satellite and online streaming services allowing users to listen to their local stations from anywhere in the world.
Before you decide your lawyer advertising should include a radio commercial you should listen to some radio channels yourself. See what kinds of ads are already being played, and if they're local businesses, see if you can ask them how their response has been. Especially keep your ears open for other lawyers advertising on the radio. This could be your legal advertising niche if no one in your area is taking advantage of this method!
At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass. http://www.greatlegalmarketing.com/
Ben will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - (703) 591-9829.
Article Source: http://EzineArticles.com/?expert=Benjamin_Glass
Using a radio commercial as part of your lawyer advertising is a bit of a gamble, but one that could pay off tremendously. I'm a big fan of legal marketing methods that can be tracked, analyzed, and run with little to no continued effort on your part. Radio can be one of these methods if your audience is receptive to it and you conduct your campaign correctly.
Setting Up a Radio Commercial
I'm not going to get into the technical side of how a radio commercial is produced and aired, that's a job for the professional companies that deal with these things. Instead, I'm going to tell you the steps you can take when developing your lawyer advertising strategy to include radio.
First, think about your client, the one you want to reach with your radio commercial. What kind of information are they looking for? What will catch their attention? Make sure this information is the basis of your script, because you only have 10-30 seconds to make your point. The most important information you MUST include is how to learn more.
Your contact method mentioned in your radio commercial is critical to making the overall system work. If you are giving a phone number, make sure it is a number unique to that ad. That way, you know all calls coming to that number were a result of your lawyer advertising on the radio. If it's a website, make sure that address is also unique to that specific ad, so you know the traffic coming to that page is more than likely a result of your radio commercial.
Timing is Everything
When do your potential clients listen to the radio? Many radio stations have marketing sales departments with agents who will help you determine this. To help them out, you need to know the demographics of your ideal client. Knowing when your clients are most likely to hear your radio commercial is critical to picking the times and schedules for when to play your ad.
The scheduling of your radio commercial playback may take some trial-and-error adjustment before you find your sweet spot - or you may not find it at all. If you diligently track your timing and response for your lawyer advertising on the radio and find you're just not getting results no matter which time slots you pick, it's most likely that radio just isn't the way to capture your clients' attention.
Radio Isn't For Everyone
Back in the '50s and '60s, even the '70s, the radio was a popular medium for information. As technology advanced, so did the way we get our news and do our research, and the radio has fallen to the wayside in recent years. But it's not dead yet! Traditional radio is still used by many in their cars or heard in public places like restaurants, salons, and doctor's offices. Internet radio is also gaining popularity with satellite and online streaming services allowing users to listen to their local stations from anywhere in the world.
Before you decide your lawyer advertising should include a radio commercial you should listen to some radio channels yourself. See what kinds of ads are already being played, and if they're local businesses, see if you can ask them how their response has been. Especially keep your ears open for other lawyers advertising on the radio. This could be your legal advertising niche if no one in your area is taking advantage of this method!
At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass. http://www.greatlegalmarketing.com/
Ben will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - (703) 591-9829.
Article Source: http://EzineArticles.com/?expert=Benjamin_Glass
Tidak ada komentar:
Posting Komentar