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Humor in attorney advertising? Jacoby & Meyers gives it a try.

A New York Times article reports that the national law firm of Jacoby & Meyers is using humor in a series of new television ads:

AMONG the most derided commercials on television are those by law firms that represent victims of accidents, which often feature tough-talking lawyers promising vengeance, video of car accidents and assorted mayhem, and modest production values.

Now a new campaign by Jacoby & Meyers, a law firm with offices in New York and throughout the United States, is taking the unconventional approach of eschewing lawyers and employing humor.

“Remember that guy?” begins one text-only commercial. “Who came in second in the last New York Marathon? Neither do we. Winning is everything.”

Another commercial opens with the song, “Hail to the Chief,” and shows portraits of the historical figures Horatio Seymour, Charles C. Pinckney, Hugh L. White and Lewis Cass. “Presidential elections are like lawsuits,” says a voiceover, “You’re nobody unless you win.” (The ad does not spell out the victors: Ulysses S. Grant, Thomas Jefferson, Martin Van Buren and Zachary Taylor, respectively.)

“They say,” begins yet another ad. “It doesn’t matter if you win or lose. As long as you tried your best. They probably weren’t rear-ended by a truck. Jacoby & Meyers. Winning serious injury lawsuits since 1972.”

While I haven’t yet seen the ads, it sounds as if they will be a refreshing change from the typical cheesy television ads used by many personal injury law firms. I’ve been a believer in the use of humor in attorney advertising for years. We first used humor to generate buzz and obtain new clients in 2008, when we created the “Yamaha Rhino Complaint Department” YouTube video. Although our Yamaha Rhino marketing campaign is over, you can still watch the video on YouTube.

If you’re an attorney who is interested in using creative television or online video ads to obtain new clients, check out my Online Videos That Attract Clients page.

New Study: Online Video Ads Beat TV Ads In Viewer Recall

More news is out this week in a study showing that online video ads beat television ads head-to-head when it comes to viewers paying attention and recalling the message after watching the video. I’ll have more on that below.

As a plaintiffs’ attorney I”m always interested in obtaining new clients with great cases. And as the owner of an online video/new media/social media company, I realized years ago that online video offered a wonderful opportunity for plaintiffs’ lawyers.

In early 2009, we began a very successful online video campaign designed to attract clients injured in Yamaha Rhino rollovers.  (See my March 29, 2009 post, “Use online video to do things you can’t do on TV“). Our satirical video made exactly the point we intended–that Yamaha was ignoring the too-frequent reports of people suffering serious injuries in Yamaha Rhino rollover accidents. To date, the satirical video has been viewed 11,755 times.

[Read more…]

Online video is taking no prisoners (updated)

I just drove past a Blockbuster Video store with a big “Closing” sign across the front. It reminded me of the time I was in San Francisco and I noticed the Virgin Records store in Union Square was going out of business.  Across the street was an Apple store with long lines of customers waiting patiently to plunk down their money. The irony wasn’t lost on me. Now, I believe that online video is to Blockbuster what Apple was to Virgin. [Read more…]

Online video: Big advantage for attorneys who market on the Internet

I’ve written before that attorneys who market over the Internet can gain a huge advantage from the use of well-optimized video.  As I mentioned in a post on the “Easiest way to a First Page Rank on Google“, Forrester Research has performed tests that show a video is 50 times more likely to be found on the first page of Google than a text page.

This has been consistently borne out in my own use of video in online legal marketing.  I’m involved in a project with other lawyers to represent victims of Yamaha Rhino rollovers.  We’ve posted two videos in connection with the project.  According to recent Wordtracker reports, the search term “Yamaha Rhino recall” is by far the most frequently searched term associated with Yamaha Rhinos.  I ran a Google search for “Yamaha Rhino recall” on October 7, 2009, and our two videos appeared in the top five results on Google’s first page.

Here’s a screenshot:

First page of a 10-7-09 Google search for "Yamaha Rhino recall"

First page of a 10-7-09 Google search for "Yamaha Rhino recall"

[Read more…]

Attorney Advertising

No representation is made that the quality of legal services to be performed is greater than the quality of legal services performed by other lawyers. The hiring of a law firm is a serious decision that should not be based on advertising alone.