Attorney Marketing: Avoid the three “B’S”

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Whenever an attorney comes to me with a question about where to spend his marketing dollars somehow three forms of media that I absolutely despise almost always enter into the discussion.  These three forms of media are: Billboards, Buses and Benches.

Why do I hate these forms of media so much?

Three reasons:

Reason one:  Their effectiveness is questionable.  Let’s say you are a criminal lawyer and you plaster your face on the side of a bus.  What are the odds someone who is charged with a crime or is the subject of an investigation will have a pen and paper in his hand right at the time the bus with your face passes by?  How about the odds of this person picking up his cell phone and calling you, from the street, to discuss his robbery charge?

This is true for all three of these forms of media.  They are expensive and their effectiveness is questionable.

Reason two:  You cannot track the results.  With all three of these forms of media you could use a special phone number dedicated just for that advertisement.  This would allow you to track how much business was coming from each bench, billboard or bus.  The problem is that just the tracking alone is expensive.  Forget about the fact that there is no way to measure how many people will actually look at, and read your ads.

Reason three:  The ads make you look desperate.  I do not care how you try to spin it.  Plastering your face on the side of a bus or on a billboard looks desperate.  It degrades the legal profession and it degrades you.  There are plenty of alternatives to these three forms of media.  I highly recommend you look into them.

Advertising on buses, benches and billboards is the worst of the worst when it comes to attorney marketing.  Don’t do it.