Commercial Advertising: You’re Doing It Wrong!

I recently discovered a fantastic parody of a local-attorney-at-law commercial starring Scott Baio. Through tears of laughter, I realized that this satire was so successful because its formulaic presentation was identical to every “So and So and Someone, Attorneys at Law” commercial I’ve ever seen. I validated my theory through hours of Youtube and Google searches, to have a basis for a thorough comparative analysis of any attorney advertisement I could think of to apply to what I affectionately call the “Bob Loblaw Model”. This spot-on parody is effective because it follows the legions of law firm ads responsible for creating the mold that has become the punchline.

IF YOUR AD FITS THIS MOLD, DESTROY IT AND START OVER…

I observed several local commercials for law firms and what I found may shock you… Or not; if you too own a TV and have ignored one of these ads. The results of my study suggest that either all of these firms employed the same advertising company which offers a single template for each industry, or these individuals are all very like
minded and feel this patented formula is the only way to effectively represent their message. Consequently, these firms are all nearly impossible to differentiate from each other. (Even after looking up the different TV ads for the attorneys, I still couldn’t tell you which commercial is for which attorney) If what you offer is better than that of your competitors, you need to represent yourself accordingly, in a way that reflects and amplifies how and why you’re better than the next guy. So do yourself a favor, if you see your competition putting out ads that all seem similar, resist the temptation to follow suit. To follow trends set by others from which you want to distinguish yourself, negates your efforts to mark your brand as the better choice.

DARE TO DIVERGE FROM THE STATUS QUO…

Don’t be afraid to be completely different from everyone else in the way you express your your message. Think of what it is exactly that sets you apart from the rest, or what your prospective client can only get from you, and be creative with how you express your rare commodity to your audience.

This week I challenge you to…

Take a look at your ad campaign as is. Is it similar to any others you can think of? If someone were to satirize your ads, what would they say about it? Can you think of more creative ways to make an advertisement for a law firm, or your own brand? Let me know in the comments section!

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