Why Attorneys Love Radio (You Can’t Handle The Truth)

Radio might not be the newest form of media on the block, but that doesn’t make it any less popular. Even as video, podcasts, and other forms of entertainment continue to gain attention, radio remains one of the most lucrative channels.

According to some studies, more Americans listen to the radio each week than those using Facebook.

In advertising, radio offers a unique way for professionals from every industry to capture their audience’s attention.

Through carefully chosen sonic branding strategies, catchy jingles, and targeted messages, virtually any brand can stand out on the radio. However, some industries are more drawn to radio ads than others.

For instance, if you’re listening to the radio in the US, you’ve probably heard countless lawyers and attorneys advertising their services on your favorite AM or FM channel. Lawyers seem to have more airtime than almost any other service provider.

So, what’s the reason behind this? Why are attorneys so tuned in to radio advertising?

Let’s find out.

Why Do Attorneys Still Advertise on the Radio?

Not only are there many radio listeners out there for lawyers to reach, but the marketplace is highly diverse too.

Virtually every generation, from the youngest music fans to the oldest, still listen to the radio. This gives attorneys a lot of room to work with when building marketing campaigns.

Some other vital reasons attorneys tend to advertise through radio include the following.

• Targeted reach: Great advertising requires excellent targeting. While some businesses and professionals can offer products and services to customers anywhere, this is rarely the case for attorneys. Lawyers typically serve clients in a specific region with a particular need. Fortunately, radio makes targeting the right audience extremely simple. Not only can you choose a station dedicated to your particular service area, but you can partner with a company whose listeners share the demographics of your target audience.
  
• Reduced competition: Companies are often distracted by the next big thing in marketing. As such, many have begun moving away from radio to experimenting with social media, podcasting, and other strategies. Failing to “follow the crowd” might be good for attorneys. There are endless opportunities for businesses to buy ad spots on radio shows without competing as much with other major brands.
  
• Increased impact: Today’s lawyers and attorneys invest in various marketing campaigns. It’s not unusual to see a law firm with its own content marketing or social media campaign. However, few promotional methods have the same emotional impact as radio. Radio gives attorneys a chance to connect with customers on an emotional level, using their authentic voice. This can lead to increased trust – something all attorney clients are looking for.
  
• Easy to measure: Compared to other more traditional forms of advertising, like TV ads, radio marketing is much easier to monitor and measure. If you format your ad correctly, with the right call-to-action and guidance, you can actively track how many people you reach. Radio makes it relatively easy to understand how many people hear your ads and how often they’re taking action. You can even use discount codes and rewards to make it easier to track which ads generate the best results.
  
• Cost savings: Radio advertising can be much more cost-effective for cash-strapped attorneys than other marketing methods. Although the exact price of an ad can vary, the reduced competition often means you’ll be able to save some serious cash. Paired with the minimal effort involved in producing a radio message, the cost of a radio advertisement can improve your chances of a great ROI.

How Lawyers Can Benefit From Radio Advertising

With so many unique benefits, it’s easy to see why countless attorneys have turned to radio advertising over the years.

Of course, just because the radio can deliver significant advantages to attorneys doesn’t mean you’re guaranteed success.

Like any other marketing or promotional strategy, you must have the right plan to cultivate results.

Listen to a few ads from lawyers the next time you’re tuning into a broadcast, and you’ll notice many do the following things.

Prioritize Clear Communication

It might sound like a no-brainer, but communicating clearly is one of the most essential things any attorney can do when creating a radio ad.

It’s not enough to simply tell customers what you have to offer; you need to convince clients you’re the right solution to their problem.

The goal isn’t just to entertain but to provide clients with relevant information they can use.

Develop a Sonic Brand

Have you ever noticed many lawyers use their own music clips and jingles in radio ads? It’s not a coincidence.

A strong “sonic brand” can make all the difference in the radio landscape.

Choosing the right tune or melody to add to a message influences potential customers’ feelings about your business. Think about how you can convey your brand’s values and firm with the right soundtrack.

Refine Your Message

Radio airtime is relatively brief for most channels. You’ll only get a few seconds to pitch whatever you’re selling.

This means you need to get your message across fast. Keeping your offer concise is a great way to make it more impactful.

Many attorneys even work with branding and marketing specialists to help them produce the perfect “script” for a radio campaign.

Get the Voice Right

As mentioned above, one thing that makes radio advertising so appealing to attorneys is the opportunity to generate emotional connections and trust.

Consumers listening to radio ads want instant evidence that they can trust your business to deliver the necessary service.

With that in mind, it’s vital to get the voice right. An authentic message from a leading firm member will often have the best impact. Just make sure they can speak clearly.

Choose the Right Station

Radio advertising gives attorneys an excellent way to connect with a specific local audience. If you’re serving clients in a particular area, it makes sense to choose a local station.

However, you may have quite a few options. Take the time to research the listener demographics for each station you’re planning on working with.

This will ensure you’ll reach customers interested in your service.

Master Timing

The timing of your radio ad is just as important as the station you choose to advertise with.

Stations tend to divide the day into different sections, with numerous programs for customers to enjoy.

Therefore, choosing a time slot for your ad after a relevant segment can greatly increase your chances of finding the right customers.

You can also tailor your choice of advertising time to your audience.

For instance, if you’re advertising legal services for companies and business owners, it’s best to avoid broadcasting during work hours.

Hire Professionals

Finally, while any lawyer or attorney can contact a radio station and ask for an ad slot, ensuring your campaign hits home takes a little work.

Working with a specialist who can create compelling messages on your behalf is a good idea here.

Radio specialists and marketing experts can boost the impact of your message and improve your chances of a good ROI.

Is Radio the Perfect Landscape for Lawyers?

It’s no coincidence that today’s radio broadcasts are often filled with advertisements for attorneys.

Radio is still one of the most valuable marketing channels out there. After all, listeners are 48 percent more aware of companies that advertise on the radio.

They’re also 12 percent more likely to consider working with those brands when looking for a service or product.

For attorneys, radio advertising offers an opportunity to connect with a highly targeted audience in an emotionally driven environment.

It’s a fantastic way to (literally) make your voice heard and improve your brand reputation.

Plus, it tends to be much more affordable than many other forms of marketing.