Are you using billboard ads effectively?
Are you a personal injury attorney that spends a lot of money on billboard advertising? I want to tell you two things I often see done incorrectly.
First, imagery that’s too small. You need big, easily identifiable letters, as you only have their attention for a brief moment in time. There also needs to be a clear header that relates directly to your area of the law. A bad example that I see frequently is “Don’t text and drive.” This may cause an observer to believe that you are a consumer safety expert. “Car Accident?” demonstrates that you are in personal injury law (as a form of more direct advertising). You can also use the firm name for top-of-mind brand recognition.
The second issue is the overuse of keyword vanity numbers. No one under 30 has really used a touch-tone phone and it takes time to associate each letter with a number. Most folks aren’t password enthusiasts and cryptologists, trying to break a cypher; a better tactic is to use “repeater numbers” (e.g., 222-2222), as they’re easily remembered by literally anyone.
Agree? Disagree? Leave a comment below.