Hi Lawyers!
You might be curious about using humor in your advertising, or even for your free social media posts.

Today’s post is sharing our journey toward using comedy in our lawyer ads. Also I’m sharing some of the bumps along the way… to get to the point where we could use humor in lawyer advertising without upsetting anyone (including ourselves)…

But first a lil’ personal invite!

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Ok… all fun aside… I hope you’re pop in and join me where I can walk you around the A.I. creative programs I’m using these days for law firm advertising.

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And now back to your regularly scheduled program:

In the beginning, long ago and far away, I met one of my most favorite client humans, Mike Sullivan. I think he found me on LinkedIn. And yes… back then I was sending out these regular emails.

Mike “grilled” me on a skewer on our first call (as most skeptical intelligent lawyers do) and then came to Sausalito to film. I wrote and directed our usual (safe) 30 or so FAQ videos.

Mike had been doing TV a long while. And we really hit it off! Mike asked if I could do his TV spots. “Yes”!

So we started with the usual blend of heartfelt and educational ads you see running these days. But Mike is a light hearted guy who loves to laugh and have fun outside of his serious legal life (like many of you).

As time went by, and Mike kept coming to visit and film with us in Sausalito, California. We built him a new website, started working on his social media, got him my Philippine intake, along with creating his TV ads and everything else.

​​I digress, back to the humor in advertising …

You might want to know Mike’s practice area is Social Security Disability Benefit (and Long Term Disability denial) lawyer, you may have seen his interview in a past posting but this form of humor works with personal injury and other practice areas as well.

Mike is an upbeat person. But the law is an extremely serious subject. Yes, your clients are going through the most difficult time of their lives. They need empathy and compassion.

So how can Mike express himself creatively and have fun with advertising?

We tried a lot of ideas. We tried making fun of the process. But people don’t know what the process is until they’re in it; so those didn’t work well.

Next we tried making fun of people who come in thinking they have a case but don’t. We had a beautiful girl with a blister on her finger. We couldn’t even start to play those ads. Not funny.

But we did discover that ads that made fun of Mike worked really well! And over time we have found other ways to have fun with humor.

Our humor journey really began to work when one day Mike called me as he was coming out of court and said “Mary, I want to be on a basketball court playing against judges.” then he had to hang up.

I said to myself “Huh?” …

After that call, I got to thinking (as any good marketing director should)… I asked myself “How can I bring Mike a lot of clients with this idea?” … I ruminated on it for the afternoon.

Then it was an “ah-ha” moment. I thought of Mike being on the wrong court. Then I switched it to “Make Sure Your Lawyer is On the Right Court!” (I like things positive)!

There were 4 TV spots in the “Wrong Court” series. And that’s where we began making fun of Mike. Mike had a football on the basketball court in this ad.

The ad I’m sharing with you today is the 2nd in the series because I really like it. But all 4 were all really fun and funny!

Mike is really a good sport about making fun of himself. In the first video of the series I had him trip on his shoelace and land on his face on the court. He didn’t mind!

The judges are played by my violinist Julie, Dave Cary drummer, Dave Spachula a guitarist friend, and my friend Marc who teaches and plays amazing Trombone! They’re all my musician friends.

The announcers are my pal Xavier who is a personal trainer, and Maya who is an actress and model who works in a lot of my ads.

Over the many years since this was filmed, we’ve made fun of Mike trying to play guitar in a band, on vacation unable to relax, and a lot of other funny scenarios! He’s such a good sport!

TODAY’S TIP:
So there are a lot of things you can’t make fun of; but you can make fun of yourself!

However, making fun of yourself is not without it’s drawbacks! You need a thick skin!

I have driven around Mikes home town of Louisville, Kentucky with Mike (when we were filming there), and I heard people yelling at Mike out of their cars… “Hey Mike… get guitar lessons…” hahah – But Mike rolls with it really well!

The people ribbing Mike means they’re seeing the ads and it’s working to put him into their mindshare.

If you need any help brainstorming your upbeat ads let me know! I hope this information is helpful and inspirational.

Stay engaged, and get to know us! Reach out anytime by email with comments, ideas or questions: Mary@GoMediaMarketing.com (Here’s to your success!)

Please join me on my Zoom Meeting August 4th at Noon Pacific for how we use A.I. in Marketing Lawyers… learn more click the button: