Attorney Marketing: Become a Local Radio Star

Posted by 180Fusion on June 24th, 2019

They say with small business the key to success is location, location, location! But when it comes to attorney marketing, the key to success is all about message, message, message – and getting that message of your legal expertise out to the right potential clients.

Yes, an attorney’s office location is important in that the office is in a professional building, and once a new client steps inside the office the furnishings and environment convey a confident atmosphere. But every decent attorney can do that.

The attorneys that break away from the pack of attorneys always chasing clients is to be the attorney with a unique message and story, both told in creative ways that lead to stellar attorney marketing. Done right, good attorney marketing builds a reputation for an attorney that will last years and years, and keep clients coming in the doors.

Local Marketing

In a local market, traditionally attorneys have advertised on television, billboards, and even bus stops and park benches. In a television spot you have 30 seconds to create an impression and deliver a message. Not a lot of time. Billboards, bus stops, and park benches are static. You have an image, usually the smiling face of an attorney, and a few short lines of text and a number to call.

But depending on the type of law you practice, another marketing option is appearing on radio and becoming a legal radio expert. Here’s how to do it.

Becoming a Radio Star

Local market radio is starving for good content, especially on weekends. Most likely in your local market are a handful of AM-talk stations. For a small fee, and maybe even for free, the news director at the station will work with you to create a 30-minute weekly radio show with you as the host. Depending on your area of legal expertise, the show could be about divorce and family law, business taxation, or local political and legal issues. The format of the show is in the beginning 5 minutes you present a topic to your audience and invite people to call in. Who doesn’t want free legal advice?

Once you are seen as a media expert, with your own radio show, you have instant credibility as a legal expert. And as with all types of marketing, spreading your message across different advertising mediums is the best way to spread your message and reach as many people as possible. So, throughout all your marketing efforts, you include a tagline about your radio show. This will definitely make you stand out and above your competition when it comes to attorney marketing.