How to advertise legal services. Legal Services Texts: Samples of How to Build Selling Ads

The main problem with the websites of lawyers is that the local texts on legal services are often difficult for the average layman to understand. If the article contains such samples as "lawsuit" or "subjective law" - you can scare an unprepared client.

Contents (article updated on 02/26/2019)

A person is only interested in 2 questions: "How can I solve this problem?" and "Is it profitable for me to spend money on its solution?" For the buyer SELLING, the text on the provision of legal services should be written in a simple and accessible language.

If a legal ad can be understood even by a person with incomplete secondary education (yes, yes, there are some), then the audience will be much broader.

Legal services texts: why are they needed?

How to write selling texts about legal services?

The best legal services texts consist of 4 selling components:

• Lead (introduction)... Describe possible problems of the client in a household way. The use of professionalisms is allowed only in small quantities, with links and explanations.
• Offer... Briefly and succinctly describe what you offer.
• Objection processing... The client has questions and doubts - predict them in the text. For specific examples, see the sample legal services announcements later in the article. Choose your words carefully. After all, it will not be much more honest and beautiful not " result guarantee", a " reasonable prediction of a successful outcome of the case».
• Call to action... Good texts on legal services delicately hint what horrors of legal hell await the client if he does not turn to a competent lawyer in time. While someone chews snot, the enemy does not sleep. He collects information, gets rid of evidence and sells property. In general, he prepares cunning escape routes and carefully takes aim for a legal shot on the spot.

In the text of the leaflet about legal services, focus more on the result, rather than on the process. This hints at a willingness to stretch the process indefinitely, which generates a stream of heavy clients. In the pre-trial resolution of the conflict, the prompt assistance of a lawyer is also needed. Competently constructed arguments will hack down the conflict at the root and help to avoid legal costs.

In a leaflet about the provision of legal services, attract the customer with free legal advice and repeat this constantly in the text. Google is literally torn apart by requests for "free lawyer", "free legal advice", etc., etc.

Do not hide the time allotted for a free consultation from the client. The main thing is to professionally answer all questions, and the grateful client will agree to a paid consultation. She will also recommend it to friends by wireless phone.

Legal Services Texts: Samples

Horror stories act on someone, positive on someone. Based on the results of AB testing, you can find the most suitable option. Here's the first option:

Sample ad for legal services in a negative vein

Did you demolish the partition in the apartment without the approval of the regulatory authorities in order to unite the rooms? This is an unauthorized redevelopment. Legalize unauthorized redevelopment until the apartment was sold at a public auction by a court decision in accordance with clause 5.1. Art. 29 of the Housing Code of the Russian Federation. Get right to comfort. Contact us for a free consultation!

In the second case, you can write texts about legal services in a completely positive way. A person receives a solution to problems, and our caring specialists will stick out their tongues to run around all instances, resolve issues and show results. Which of the above options the customer will fall for depends on the specific character and outlook on life. Measuring one size fits all is an unforgivable mistake.

Sample ad for legal services in a positive way

Legalize redevelopments and unauthorized buildings. Create the perfect home to your liking and enjoy a happy life while we take care of the tedious paperwork. Contact for a free consultation now!

An example of the text of the advertisement of legal services No. 1

Doubt that legal services can be affordable for you? Not sure how to prepare for a lawsuit and defend your rights? Confused by the laws and do not know how to correctly formulate a claim?

Contact our legal specialists and get answers to your questions completely free of charge: in the online chat, by phone or make an appointment.

Our services are: inheritance lawyer, real estate lawyer, housing lawyer, car lawyer, criminal lawyer, family and civil lawyer.

What is an insoluble problem for you is an everyday situation for us.

We guarantee:

• Availability .
• Promptness .
• Confidentiality .
• Complex service.
• Transparency .

Failure to contact a lawyer in a timely manner can result in jail time or loss of property. Do not wait, contact now.

Contact details : address, website, telephone

Then set aside half an hour for each client, notify him of this and within the specified time, professionally answer his questions. After the specified time has elapsed, announce to him that the time is up, and the problem goes beyond the scope of a free consultation. You give him a business card with contact information. If he received at least a partial solution to his problem, he will contact your company more than once, and he will also call his friends by word of mouth. This works especially well for individual entrepreneurs. A very effective method of attracting customers for a newbie.

Effective Legal Services Texts: Tricks

Just don't fool the client. Telling him the fables of his grandfather Shchukar is obviously a losing situation. Even if you manage to make money once, there will be no next time. And he will dissuade others. And the main income for a lawyer comes not from selling texts about legal services on the website, not from advertisements on the fence, and not even commercial proposals for cooperation, but from regular clients and their social circle.

Over time, "big names" appear among clients or defeated defendants. It can be a well-known politician, businessman, firm or bank. You need to call them in a conversation with a potential client - they will be your trump card. If you have already been able to cope with such a high-profile case, then you will definitely master its problem. And include it in your legal selling text

The more texts about legal services will contain specifics and narrow specialization, the more solvent clients will come to you. The more in the ad it will be written specifically about his problem, the more confidence there will be. If you provide several services, try to write different ads for each one.

Put yourself in the client's shoes. First, think about WHAT the client wants. And secondly - HOW specifically can you help him. Then - will it be MUTUALLY PROFITABLE.

And don't be afraid to write prices. The client tends to exaggerate them, so immediately identify your target audience.

Sample text for advertising legal services on radio # 1 (timing 40 seconds)

(A man sings a song with a guitar)

I bought an apartment on Tverskaya,

Without consulting a lawyer,

Now I live in a clean field,

And another lives in that house.

Citizens! Learn from other people's mistakes. Before making an important decision for yourself - consult with a lawyer. (Again the sound of a falling coin and a quiet "Thank you") ... only with a lawyer. Law firm "Yurist". Tel. 149-36-14, 149-36-14. And the consultation is only 150 rubles! (Murderous Argument)

Verdict: One of the rare examples when legal advertising on transaction support turned out to be creative and selling at the same time. It plays well on psychological fears of losing an apartment in a deal. In addition, 150 rubles is negligible compared to multi-million dollar transactions.

Sample of legal advertising on radio and YouTube # 2 (duration 20 seconds)

Do you urgently need to draw up a contract, a lawsuit or another document? The fast-yurist.rf service creates documents in 2 clicks for free and without registration. Detailed information on the website fast-yurist.rf.

Verdict: Simple, short and clear. The target audience will immediately use the service, the rest will also remember the name of the site on occasion.

Legal Services Texts: Sample Advertising on the Radio of the Credit Lawyer on Bank Debts No. 3 (15 seconds)

(Background melody ModernTalking- WintheRace) Loan lawyer. Legal assistance to bank debtors. Restructuring. Credit holidays. Termination of an agreement. Debt cancellation. Representation in court. Phone in Abakan 321-000

Verdict: Simple, short and well remembered!

Legal services texts: example of advertising on radio # 4 (timing 20 seconds)

To the attention of parents! Is your son being drafted into the army despite having diseases? Contact "Conscript 18" urgently! "Conscript 18" - legal emergency assistance to conscripts. Even with a subpoena. 100% guaranteed result. Call 907-927, 907-927.

Verdict: In the beginning, the target audience is very clearly defined. Specifically identify problems for which they can help. The flow of customers is guaranteed!

An example of an advertising text about legal services of an auto lawyer # 5 (timing 1 minute)

(Engine sound. Shout "Where are you going?", Collision sound and exclamations. Dialing sound. Beeps).

- Hello! Emergency commissioners? Help out!

(Voice of the announcer to the music): the service of road lawyers of Russia will quickly and competently draw up your accident and accompany the case to full compensation for damage. "Emergency Commissars" work for you, who will arrive at the accident scene in the shortest possible time. All employees have extensive experience in dealing with emergency situations. Competent lawyers represent your interests in the traffic police, insurance and in court, as well as provide roadside assistance by phone. We officially cooperate with the traffic police of the Gorodetsky district, and, most importantly, all this is absolutely free. The office is located at st. Republican, 75A. Telephones for communication "Emergency Commissioners" 413-44-64, Lawyers 8-920-297-17-90, 8-920-297-17-90

Verdict: 1 minute is long. A person who listens to the radio constantly will get tired of this annoying video. But he will remember for a long time. But the main purpose of advertising legal services on radio and television is not to entertain the buyer, but to sell.

Selection of keys in the text of legal services on the site

The services of a lawyer are the same goods as bread, clothes or a car, only intangible. They cannot be weighed, measured or photographed. But nevertheless, they are necessary and must be sold correctly.

In order for the text to bring people from search to your site, and so that they read the article with interest, you need to enter the correct key phrases into the material. In order to find out what people are interested in and what questions they type into the search bar, use the services "Wordstat" and "Keyword Planner".

Order a text about legal services from a copywriter

So that the work pleases with a good income, professionalism alone is not enough. It is important that the client learns about how you can help him in a language he understands. He does not need mountains of abstruse legal terms - he needs a solution to the problem.

To order a text about legal services from a copywriter is to write in detail about simple things, and JUST about complex ones. The services of a lawyer, in view of the confusion and variability of legislation, refer precisely to the second option. Therefore, simplify, simplify and simplify again.

Make your company a star on the legal map of the region and make your way to the Legal Olympus.

Update article on 02/26/2019

Friends! Due to the congestion, I suspended the writing of legal texts. My site has successfully made it to the TOP for a large number of keywords, a lot of people turn to me, and many regular customers have appeared. You have to narrow your range of topics. I don't have enough time and energy for everyone, alas and ah!

Therefore, if you need a selling text, I suggest contacting a trusted freelance exchange. On these exchanges, I myself began my career as a copywriter, and therefore I can recommend them with a clear conscience.

Exchange №1... On this exchange, you can not only order legal selling texts from a copywriter, but also order the creation of a legal website, design of leaflets and banners, setting up contextual advertising for a legal company, creating and promoting a group in social networks, voice acting for audio clips, creating a legal video and much more. Many are doing this in a highly specialized manner, so it is quite possible to find a quality performer at a reasonable price.

You can register there in one click, using your Vkontakte, Facebook or Google+ account, mastering the exchange interface is no more difficult than reading this article to the end :) To order text, advertising, social networks, audio, video for a lawyer, click here.

Exchange number 2... This exchange specializes only in copywriting. I recommend it if you need to get a legal text at a minimal price or if you need a very large number of articles. There are a lot of performers here, so the dumping just goes off scale. If you are in doubt about the quality of the executor, check the box “Select an executor manually” and choose from the responses of the authors with the most readable portfolio :) To order a legal article, click here.

What I could, so helped. If you have questions, ask them in the comments, I will answer them in detail. Let the wind of profit blow the sails of your business!

And most importantly, your law firm (private specialist), using the material in this article, will be able to attract many new clients and retain old ones.

You will understand how to advertise legal services and legal advertising will become a reliable tool and source of new clients. The following methods of advertising legal aid have been successfully used for a long time, others - quite recently, but have already proven their effectiveness, an example of this is Internet advertising.

You can apply most of the following methods yourself - they do not require contacting specialized agencies or have an advertising department (special employees).

About advertising for legal services

Under the current conditions, in a situation of intense competition, advertising of legal services is a necessary element for successful business. And how, without advertising, a potential client of a law firm can understand that your organization is the best?

This is true for the entire legal market - it doesn't matter whether you advertise a large legal agency, or a small legal consultation, or maybe even an advertisement for a notary, a lawyer or a private lawyer.

The starting point for preparing a short-term advertising campaign or general marketing strategy should be to determine the target audience of your consumers. Namely, you need to highlight the groups of people most interested in purchasing the services offered by your company.

Quite simply, answer the question: who are your customers? what signs characterize them? Accordingly, advertising of a law firm should be directed to such clients.

After determining which customer groups you are working with, you need to draw up a rough portrait of each group. Where can you often find such clients, what are they interested in, what magazines they watch, etc.

For example, consumers of conscription services are young people, 16-25 years old and their parents, 40-50 years old, with an average and above-average income. You can find it near military enlistment offices (a joke with a grain of truth), in educational institutions, in public transport.

Even this information is enough to make a sufficiently effective advertisement of legal aid, because: 1) we will be able to correctly compose an advertising message, describing the values ​​characteristic of each group; 2) choose such tools that will allow the target audience to see your legal advertisement.

In addition, it is important to determine the purpose of advertising communication - whether it will be a message about new special offers, building a company's reputation, increasing the recognition of the name of a legal agency, or simply increasing the flow of clients. Based on the goals of the advertising campaign, tools are selected and a message is written to a potential counterparty.

The standard types of legal advertising include:

• Outdoor advertising of lawyers' services

Also, the most often used signboards as advertising are lawyers and notaries.

Due to the relatively high cost, placements must be carefully selected. Successfully placed in front of a technical school or military registration and enlistment office, a banner with an advertisement for legal aid can create a significant flow of draft-age clients.

• Distribution of leaflets and announcements

A4-A6 leaflets are distributed as an advertising medium in places of mass concentration of the target audience: in tax inspectorates, in business centers, in pension and medical funds in the metro and other public transport, at exhibitions and conferences.

Conditionally, leaflets can also include people - "sandwiches" - special employees who wear a structure with advertising of lawyers or lawyer services. Advertising with leaflets is used by those legal offices that operate in the mass segment: advertising the registration of companies, assistance in obtaining a driver's license.

• Printable advertisement

The selection of printed publications for placement, like other advertising tools, proceeds from the definition of the target audience and the specifics of your company.

Advertising a legal consultation, a small company, just like advertising a lawyer. may look good in a regional newspaper, in a specialized magazine (on legal and related topics - accounting, audit, etc.) or in the classified section (small modular announcements) of federal economic magazines (Kommersant Dengi, Profile, Expert).

Even better, if they are placed near an article with a discussion of any legal problem, it will be ideal - also with your comments as a professional.

A large firm can afford to place colorful, large-format legal services advertisements in major federal newspapers and publications. Such an image placement will work best with a business audience.

Other ways to attract clients to legal services

If we go a little further and not take only advertising, but consider the issue of promoting legal services more broadly, then we can highlight several more ways to attract and retain clients. Marketing of legal services - this is how you can call these methods. So, what the marketing of legal services offers us:

• Direct sales

They can be telephone ("cold calls"), can be personal at exhibitions, conferences, as well as by employees of a certain area (business centers, shopping areas, etc.).

For a law firm that is just entering the market and does not have the resources to advertise at all, this is perhaps the only option for promoting legal services. One of the main conditions is the presence of a base of potential customers and experienced sales staff.

• Direct mailing

Sending a large number of letters to potential customers, the base of which you can purchase or type on your own.

Unlike spam mailings, direct mail is targeted and is sent to specific officials or citizens. The effectiveness of this method of advertising lawyer services with skillful appeal can be very high.

• "Word of mouth"

One of the most effective marketing tools for legal services, as for a law firm, reputation is its main asset.

Yes, and re-selling services to a client with whom you previously worked is much easier and cheaper than a new one.

Reputation is more important only for private specialists: often advertising of lawyers - advertising of a lawyer's office - these are the words of a satisfied client to his acquaintances: “He is a professional. You can rely on him. " And such an advertisement of a lawyer is much more effective than a banner or a module in a newspaper.

• Exhibitions, seminars and conferences

Another means of building a reputation and a good way to promote legal services is to participate in exhibitions, seminars and conferences.

At the same time, the size and status of the conference can be any - it can be an international conference of lawyers, or a meeting of residents of the area concerned about any problem. They can all be your clients.

If you can't find a suitable event - organize your own. It is not difficult and will pay off in full.

• Cross-selling

Joint sales of two companies, a kind of symbiosis in which companies either exchange clients or sell their services together. Legal firms often sell services in conjunction with accounting and auditing firms. If you don't have such a partner yet, just find one, or create an additional direction in your company.

• Legal office website

In today's situation, no serious legal company can do without its own Internet site.

To make the site not just a business card. and a real tool for attracting customers - you need to carefully consider its content, structure and design. It is important that the site visitor not only reads what services you provide and what are famous for, but also picks up the phone and dials your phone number.

You will never be noticed as long as you do what others do.

We suspect that this is exactly the slogan of those who decided to distinguish their company from others thanks to the original advertising.

1. Chopsticks in a Chinese restaurant

Marketers or representatives of a law firm believe that you need to use every opportunity to declare yourself. Why isn't a Chinese restaurant good for this? Laconic advertising, however, makes it quite clear that we are talking about a divorce case. When the sticks are separated, it is very symbolic that the heart breaks. There is also a website where you can choose a lawyer who will help you to alleviate the situation (at least in legal terms).

2. Business cards

You never know who might actually need your card. So let your customers find you. A box with business cards attached to the car is another original advertising move.

3. American Gothic by Grant Wood (1930)

These lawyers, obviously lovers and connoisseurs of art, decided to choose the famous painting by Grant Wood "American Gothic" to advertise their services and made a cosplay on it. This picture has repeatedly been the object of memes and parodies, she had to endure a lot of gossip. In the original, the author placed in it a lot of symbols and things collected from different eras, however, for these lawyers, I think it became just an interesting idea to submit their legal services in the field of agriculture.

4. Erotica

It is not for us to judge the expediency and morality of such advertising. However, as you can see, everyone expresses their creativity differently. Thus, the law firm offers to help with resolving legal issues in divorce.

5. Elevator

As you may have noticed, it is the divorce lawyers who show the greatest originality when advertising their services. Here is another, in our opinion, the most interesting example. The doors open, the couple disconnects, and you have an advertisement for a law firm. Simple and very creative at the same time.

We could compose and give you a full text template describing the service, for example. But we will not do this, because templates are evil in creating selling texts. It is very difficult to deceive the client. If he is interested in purchasing a service, he will quickly notice in comparison that the texts with legal advertising are similar, like twins.

You must find the distinctive aspects of your company, your services, come up with unique offers - in a word, stand out from others, and not copy their material. We will show you how to do this.

1. Creation of benefits

Individual approach, services of the highest quality, great experience - is this about you? Are you nodding? Do you think some of your competitors are now writing “I graduated from college yesterday and is still not a specialist”? Naturally not. They write the same thing as you write in the same words.

Competitive advantage should really differentiate you from others. For example, not everyone offers 24/7 support or on-site visits when needed.

Even if you are an average representative of the legal services market and work “like everyone else”, you can focus on the benefits for the client.

Badly: Comprehensive advisory support.

Good: Already at the first consultation, you will receive specific recommendations on your issue.

2. Practice in numbers

People love statistics. People believe statistics. And in marketing this can be effectively used.

Badly: We help many clients every year.

Good: In 2016 alone, we successfully completed 49 civil litigation cases.

By typing in accurate metrics, you convince the prospect to trust you on the basis of fact, rather than faceless laudatory odes.

Badly: All clients are satisfied with cooperation with us.

Good: We have already provided assistance to 65 clients, and 64 of them are ready to give us positive recommendations.

3. Structure

Prepare a text outline, think over which paragraph will go after which and why. What needs to be told in more detail? What information is not needed in the description of this particular service? Will the potential client understand how much work he will receive?

And most importantly, stick to your chosen marketing model. For example, AIDA, which we wrote about just above. Do not cross out or swap the main blocks of the model.

Step by step, the sales copy should repeat to the potential client: here is the solution to your problem, this is a useful service. Then the call to action in the finale will become not an “annoying advertisement”, but a long-awaited start to cooperation.