June 22, 1977. Unless it is your birthday, that date might not seem significant to you, however, it does represent a rather pivotal time in history for attorneys. That was the day the U.S. Supreme Court’s Bates v. State Bar of Arizona ruling struck down prohibitions against attorney advertising.
So while attorney advertising is only 44 years old, the sheer volume of it in today’s world might lead some people to believe it has been around forever and nowhere is this idea reinforced more than on television.
In fact, it is not unheard of for larger firms to annually spend 10’s of millions of dollars on TV advertising. That type of budget buys a lot of spots for firms to pitch their slogans and aggressive talk, especially on daytime television.
But why do some law firms choose to advertise on television, while other firms elect to stay off the tube? And does either choice speak to a firm’s ability to effectively represent you?
Should You Hire a Law Firm that Advertises on Television?
Before we look at the reasons someone might choose an attorney based on their television advertisements, we first want to emphasize how important it is to hire a firm that has experience with your particular case type. Experience can make a significant difference in the outcome of your case.
Now, assuming you see a law firm on television that is advertising their willingness to help you with your case type, you might have a few thoughts/questions, such as:
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- “I’ve seen their TV commercials for a long time, so they must be one of the best.”
As an attorney who used to manage the litigation department for a large firm that advertised on television, Matt Boulton would sometimes hear clients make this remark.
In reality, there is nothing stopping any firm from advertising on television other than the willingness to spend its budget on that particular type of marketing, including how long the firm has been in operation.
As such, a firm’s decision to advertise on television should never be viewed as an indicator of their ability to successfully represent you.
- “The attorneys on TV must be the bigger law firms in my area.”
Some people equate the size of a firm with its ability to achieve big settlements and/or verdicts on behalf of its clients, and TV advertising can give the illusion that attorneys who advertise on television must be the fanciest and most well-known among insurance companies.
Surprisingly, attorney television advertising is not as expensive as it used to be, and depending on the volume, time of day/year, among other factors, it can be a source of marketing for mega-firms as well as solo practitioners. (Changes in television advertising, such as costs, have largely been a result of the increase in online/digital advertising.)
As such, you should never assume a firm that advertises on television is necessarily the largest, nor should you only hire a firm based solely on the number of attorneys they employ.
- “Why is some attorney TV advertising so cheesy?”
From serious to somewhat comical, attorney advertising has quite a history with creative advertising campaigns, including commercials that depict paid spokespeople and other sensational themes.
The reason some law firms might choose to advertise in dramatic fashion is solely based on the ability to grab your attention. In some instances, the more cheesy the commercial, the more memorable it might be for its audience.
Again, more important than the style of the commercial is whether or not the firm has particular experience with your case type and if you feel confident in their ability to successfully handle your case.
Why Boulton Law Group Chooses Not to Advertise on Television
When Matt founded Boulton Law Group, he envisioned a firm that offered Indiana residents an exceptional experience in terms of client service, so much so, that the firm’s motto has become “Get Treated Like Family.”
Law firms that advertise on television may place their focus on volume, i.e., they try to sign up as many cases as possible. In fact, mega-firms may have their paralegals work 100’s of cases at any given time.
This is not to suggest that mega-firms are not capable of offering personal service, however, Matt’s decision to focus on quality over all else helps to ensure that his clients have a memorable legal experience that results in a deserved outcome.
Contact Boulton Law Group
If you have questions about a potential case and need experienced legal advice, you can contact Matt for a free, friendly review. There is never a cost associated with asking Matt his opinion and the firm’s Zero Fee Guarantee promises that you never owe the firm anything unless your case is won.
Matt personally reviews all website contacts received at the firm. If you wish to send your story to him, you can do so by using the firm’s free, confidential contact form.