WHY DO IT ?
Let ’ s first dig into why do a commercial before we even get into the types of ads a law firm can do . You do an advertisement because , however you define TV ( broadcast , cable , satellite , streaming , OTT , programmatic ), there is nothing like reaching a potential user needing your service like the power of television . Having the opportunity to be on the big screen of someone ’ s TV at home , laptop , or phone anywhere is an opportunity for connection and relatability with the viewer that other mediums struggle to replicate . That ’ s not to say other mediums are not as important as they are , but outside of video , it ’ s hard for anyone to see who you are and hear what you have to say effectively at the same time . If you can get 15 , 30 , or 60 seconds of someone ’ s attention , the likelihood of them calling you when they need a law firm increases exponentially .
IS AN AD AN AD ?
Next , let ’ s dig into the types of ads . Not everyone can afford to do an ad that looks like it was created for Geico , BMW , Mercury , Allstate , McDonald ’ s , and others , yet there are still compelling options that look great . Before we discuss high-concept branded ads , it is a good idea to consider what we call “ B-Roll Shoots .” A B-Roll shoot is typically done by bringing a small crew into your market where the face or faces of the firm are shown in familiar local environments indoors and out , office settings , home settings , local cafes , neighborhoods , and so on , while a well-written and produced voiceover by whoever is featured in the shoot plays over the action throughout the ad . The ad will end with an end tag still using the lawyer on camera ’ s voice and lead to onscreen information that features branding , a tagline , contact information , both a QR Code and URL address in complete form , along with other pertinent information the law firm will want on screen at the ad close .
12 x The A-List