Here are some of the most common types of personal injury law cases:

1. traffic accidents
2. accidents at work
3. assault claims
4. product defect accidents
5. accidents in the home
6. medical and dental accidents
7. occupational hazards (resulting in medical aliments)

When developing a broadcast campaign for a personal injury lawyer, ask them what types of cases are their specialty. Use that niche as a way to brand them. For example, it my be a lawyer who specializes in asbestos cases, so make that the focus of your commercial. Today’s consumers are overwhelmed with advertising messages, so those that are the most focused stand out from the crowd.

Don’t create a personal injury lawyer commercial that sounds like it could be made for any personal injury lawyer like this commercial.

This radio commercial for a criminal defense lawyer focuses on the legal ramifications of a DUI.

See the difference? Which one do you think it more memorable? The one that sounds like a lawyer commercial with a generic message or one that is specific about why you want to avoid getting a DUI?

Here are a few other campaign ideas:

1) Turn your client into an expert. Have them respond to the most common questions they hear from your client. Solicit more questions from your listeners as the call to action.

2) Video education. Getting a sense for a lawyer is tough in a 30-second radio commercial. Have the lawyer offer one piece of legal advice and then direct them to online resources like a webinar on a specific legal topic or avideo directory of your client responding to questions.

3) Social media or mobile. Make the call to action easy to remember by promoting a 5-digit short code or a hashtag on Twitter, so your listeners can get connect to your client’s stream of legal knowledge and recommendations.