Prospective Operating Expenses For Law Firms, Must Be Taken Into Account Prior To Advertising

One Denver attorney has become a household fixture thanks to the magic of television advertising. And, it is likely that this law office will also enjoy widespread notoriety in New York, if these TV ads are as successful here, as they are in Denver, and the other 90 cities throughout the U.S., where the ads are shown. Many personal injury law firms advertise; this office is the latest to join in. Similar to law firms in varying media markets, this law firm is making a large financial investment in order to gain the privilege for their name to be placed on a generic 30 second ad which depicts a scene from life, such as two workers talking about the best way to find a lawyer to fight on their behalf.

The Supreme Court allowed lawyers to begin advertising on TV in 1977. Although he's certainly not the first lawyer to put an ad on TV, he is the first to produce generic ads for personal injury lawyers all over the country. The effects that lawyers who join these affiliate programs is honestly nothing short of a miracle. At the time he spent the initial money on the first commercial, he had only two people in office. They had roughly 80 clients a year. Today, he commands an office of many attorneys and legal assistants. They oversee more than 100 cases a month. Also housed in his three story office building are the offices of the television producer for his firm, the media buyer, a mock courtroom, and even a pool table.

Now this lawyer doesn't even practice law, and instead works on developing and marketing ads. According to this attorney, he is generating a sizable income and is now fully aware of the impact potential of t.v. ads. This came as a real shock to him. He relates that all he does now is run one of his successful commercials, and all his 10 incoming lines start to ring. He says that you can gauge when the ad is running on television because the phone starts ringing off the hook.

Even though many of the corporate law firms turn their backs to the power of advertising and even consider it embarrassing, a lot of personal injury lawyers are keen to the power of television marketing. This lawyer used to struggle just to find clients. Because most of his cases involved people who had been injured in accidents, or other slip-and-falls, there was very little chance for repeat business.

These advertisements produce a reaction, without a doubt. Unfortunately, many of the calls they receive must be filtered out, having nothing to do with personal injury. Finding a lawyer is not something many people have the skills to do without help. Roughly one in ten calls results in a worthwhile case. Screening the calls that come in and have nothing to do with personal injury is the biggest downside to television advertising. There is even a lawyer in Washington who left the program because they just didn't have the kind of resources it took to handle all the calls that came in. While you will likely gain more clients you will also gain more expenses. Some lawyers need to hire someone to answer the increased call load.

One participating attorney indicated that the profits generated in the first year of the advertisements was twice the amount of the expenses. He also said that as his office is building an inventory of larger cases, his profit ratio is steadily increasing. Frickey and his commercial producer are now pursuing well-known individuals to star in their ads. John Madden, the well known football personality, has contracted to shoot six advertisements for $50,000.

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