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There’s a stretch of the I-10 leading out from Palm Springs to Los Angeles that has a lawyer billboard about every 1,000 feet or so.
It’s a seemingly infinite parade of various white guys in suits and ties saying they are the lawyer for you.
I started wondering what these billboards cost and how well they converted into paying clients—do people really hire lawyers off the interstate?
But then there was this in giant letters: “Tired of lawyer billboards? Just call me.” It had his name and number and that’s it. No photo. No logo.
Now I have no idea if that billboard is converting for him, but it definitely set him apart from everyone else. If I was choosing a (generalist) lawyer off that highway, I might have called him.
It’s a good bet he’s savvy—since he or someone he hired figured out how to call attention to himself in a sea of competitors. He’s probably also creative, willing to try non-conventional ideas.
Arresting advertising if you’re paying attention on a long stretch of highway, but he was still just another generalist trolling for clients.
My bet is that the best converting billboard of them all is the motorcycle accident lawyer. His giant eagle logo seems calculated to pull in the deep-pocketed Harley crowd (“We ride, we care, we win.”) and it’s certainly possible that his target clients might take note while speeding past his sign.
And remember his name the next time they have an accident.
The moral of this story: it pays to stand out, but it pays even more to stand out to the exact tribe of people who will hire you or buy your stuff.
Which begs the question: How well is your message resonating with your ideal clients and buyers?
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