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HOW TO AGGRESSIVELY GROW YOUR PERSONAL INJURY LAW FIRM

LAWYER ADVERTISING TV CAMPAIGN (Retail)

LAW FIRM ADVERTISING (Wholesale)

by Philip L. Franckel, Esq., President 1-800-HURT-911, Inc.

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You can establish a successful personal injury law practice through personal marketing (I did), however, if you're looking for aggressive growth the only choice is advertising. You can choose retail advertising, wholesale advertising or both.  You simply cannot obtain either the large number of cases or the seven-figure cases without advertising.  The unfortunate client who is a double amputee with a multimillion dollar case simply will not come to you directly, but will only do so through TV advertising or another lawyer.

Retail advertising for personal injury lawyers is traditional advertising on TV, radio, billboards, etc. seeking to obtain new clients directly from the public to your law firm.   Before you consider retail advertising for your personal injury law firm, make sure that you read some of my other articles listed at the bottom of this page.

Wholesale advertising is advertising to other law firms, such as general practice lawyers or real estate law firms, etc., asking these law firms to refer injury cases to your office.  advertising to other law firms is fairly inexpensive, however, as with all advertising a strong commitment is required.  In other words, sending out one letter to a few hundred law firms will likely be a waste of your time and money.  You should plan on sending out letters three to four times a year.  Sending out a monthly newsletter is a much better idea.  A committed effort may cost from $10,000-$20,000 per year, but will yield substantial results.

If you take a look at the very large and successful personal injury law firms that you're aware of, you will notice that all of the successful law firms advertise in one of these two categories or both.  Additionally, you'll notice that the most successful law firms have made a long-term commitment to the method in which they obtain cases without concern as to whether they are risking their money.

What many lawyers don't know is that some of these law firms advertise in both the wholesale and retail arena but do so under different names. For instance, I know of one very large personal injury law firm which advertises to other law firms, using its law firm name, seeking referrals. This law firm wanted to advertise directly to the public, but did not want to offend law firms which were referring personal injury cases. Additionally, this firm wanted a substantial retail brand presence in the market. The firm bought a nationally known franchise and began spending millions of dollars on advertising under the franchise name. I also know of other very large law firms that form partnership agreements to have lesser-known law firms do their retail advertising.  Additionally, there are many law firms that simply to both wholesale and retail marketing under one name.

If you want your firm to become the powerhouse in your market, the answer is to conduct both retail and wholesale advertising. The cost of retail advertising is less costly than wholesale advertising because your firm will likely be paying 33% referral fees while reinvesting only 20% of fees into advertising. Even if you are in a state where referral fees are less than 33%, reinvesting 20% of fees into advertising will produce greater yields after two years because your brand will become so widely known.

Distribution Rights: This article may be freely published with the following title and byline: "Testing a Lawyer Advertising TV Campaign, How Long To Test?, by Philip L. Franckel, Esq., President 1-800-HURT-911, Inc., providing vanity telephone numbers for lawyer advertising and resources for people HURT in an accident at www.1800HURT911.com"

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