Buzzworthy Lawyers

Buzzwords become buzzwords because they strike a cord. While they’re hot, phrases like “win-win,” “think outside the box,” “convenient location,” “free consultation,” all make the advertiser appear to be on the “cutting edge.” But what happens when you are using a buzzword past the expiration date?

You lose clout and become part of the incessant background noise and not the hype buzz you’d wanted. Attorneys, for example, are egregious over users of the phrase “free consultation.” It is hard to think about other ways to impart this benefit—especially if you are using pay-per-click or other advertising with limited space, but when you do find other ways to invite people “to learn more about their rights for free” results will increase.

Your advertising is supposed to make you stand apart and tell the story of why you are different. It should not make you blend into the crowd because you are mimicking other competitors. Attorneys are very good at looking within their own industry and following the lead of the big dogs-the problem is it creates an environment of sameness, almost inbred advertising.

If you are going to use a buzzworthy term, be the first to do it so you set the standard. Look to other industries for a fresh approach. Better yet, stop writing “ad copy.” Really analyze who you are and what you do best. Make sure it matches the reality of what your clients like about you, then find a way to include words that your clients use and understand. And make sure you monitor your ads to avoid “ad fatigue”—change them based on what you learn works best through your testing. Online ads need more updates, but television ads can and should run for a longer time frame.

We all want to be different, but actually having the guts to do it is another thing. Are you up for being truly buzzworthy by creating your own path?

Stretch your advertising investment with a “value add”

A special thanks to guest blogger Mary Ann Grooms for this post.

As a media buyer I’m often asked, “How can you help me get me more out of my advertising investment?” In an economy where every cent counts and budgets are getting smaller, stretching those dollars to obtain improved results is even more important. In the past, “value adds” or “value added” has been seen as icing on the cake for a large advertising investment. Today, media companies are more willing to negotiate value adds for all levels of advertisers. The most important lesson I’ve learned is: if you don’t ask, you don’t get!

Here are a few tips to help you stretch your advertising dollars:

1. Ask your station rep, media contact or ad agency partner about adding your logo and a link to your website on the station’s website during the ad campaign.
2. Offer trade – (free services or gift certificates in exchange for advertising or promotional exposure) - to your cash investment to really beef it up.
3. Inquire about bonus “spots” (commercials or ads) or bonus color – when ad sales are sluggish, many stations are willing to run your ads for free during non-peak hours or as fill-ins really stretching those dollars. Print publications may give free color that will spruce up your black and white ad.

It can’t hurt to ask what your media contact or agency partner can do to help you get the most for your investment. After all, if you succeed, you’ll likely buy more advertising—and they’ll succeed!

Mary Ann Grooms has been with vitalink (www.vitalinkweb.com) for over three years as Project Director/Media Buyer. She handles a significant amount of market research and sends out the firm’s press releases through her extensive list of media contacts. Mary Ann also volunteers her time for a variety of causes, such as NC Special Olympics, Raleigh Rescue Mission, and Light the Night. She can be reached at 919.850.0605 or via email at maryann@vitalinkweb.com.