No matter what you do or say in your commercial, you will get calls for all areas of the law. Be prepared to handle these responses with courtesy and refer callers to someone who can assist them - another firm, the State Bar, a Bar Referral Service or other service. Make sure each caller's name and address gets into your database, and he or she receives a thank you letter for the call. Send callers your firm brochure, an auto accident brochure or anything else appropriate. Continue the relationship by sending your quarterly newsletter, holiday card or refrigerator magnet.
Cases come from establishing and maintaining relationships.
The Competition Television advertising is expensive. Before you get your feet wet, check out the budget needed to reach your expectations. Examine current advertisers' annual budgets for previous spending. A budget that puts you lower than the top three advertisers may not produce enough cases to reach your goals. The other advertisers on television will include a significant number of firms operating without a plan.