It's a dog fight out there for legal work.
In them, they hammer that they get a better deal for their clients than their competitors. The model mimics that of political campaigning. And, it goes beyond the raw tone of "Better Call Saul."
In 2015, reports Bloomberg, lawyers spent $823 million on advertising. The amount invested in television advertising could increase 300 percent this year, predicts Kantar Media. The heavy use of television for marketing is nothing new, of course.
In Connecticut, personal injury firm Carter Mario created its branding through saturating late night television. Once it established high name recognition it added other tactics such as wraparound ads on buses. During a snow storm, a bus got stuck in a drift. Television networks liked the visual and that particular ad received tremendous exposure.
When Carter Mario began its aggressive television advertising, that was controversial. Now, that approach seems tame.
Also, zeroing in on the competition to showcase your own unique benefits is nothing new. It's a basic sales technique. You ask the prospects what price and/or perks the competition cited. If they play along and disclose that information, you configure and offer a better deal.
What is new is that attack model could become standard. As time passes, it could become more vicious. Lawyers, like the media, would be digging to find out dirt on their competition.