In the 1960s, Los Angeles based Adee plumbing began running TV ads featuring an actor who asked, “Who knows what danger lurks in your plumbing?” It was a play on the 1930s radio show, The Shadow, that opened with an announcer asking, “Who knows what evil lurks in the hearts of men?”
In the TV commercial, the answer was “Adee do”. That ad, and others using the same concept and catch phrase, ran well into the 1980s.
First, in your marketing, look for ways to piggyback on ideas and themes that are already in your market’s consciousness. It’s a simple and effective way to help your message be understood and remembered.
DUI defense lawyer Myles L. Berman does this in his long-running commercials that use the tag, “Because ‘Friends don’t let friends plead guilty(TM),” playing off the Mothers Against Drunk Driving (MADD) slogan, “Friends don’t let friends drive drunk”.
There’s an added bonus here because of the obvious tie-in with drinking and driving, but you could use this idea no matter what your practice area.
A family law attorney, for example, could use, “Because friends don’t let friends get married without a prenup.” Okay, maybe not the best, but you get the idea.
Second point: when you have something that’s working–a tag, a commercial, a presentation, or any kind of marketing message, resist the urge to change it.
Yes, even after thirty years.
You may be tired of hearing or seeing the same thing, but that doesn’t mean your market is tired of it. It makes no sense to throw away something that’s been working well for a long time.
Test other messages or ideas, headlines, and offers against it, to see if something else works better, but make sure it does before you change it.
Who knows what danger lurks in your legal marketing? That would be me.