“There is a comfortable assumption in PI billboard advertising that “Heavy Hitters,” “Bulldogs,” or “Strong Arm” messaging is what drives calls.
It usually isn’t.
A firm worth watching switched out its generic “Call Now, We’re the Heavy Hitters” boards for billboards featuring a unique wrestling persona they built called Thunderclap. Same firm, same coverage areas, same channel. Substantially more cases.
The lesson is not that wrestling personas are the answer. The lesson is that differentiation drives recall, and recall drives calls. A board that looks exactly like the other twelve PI boards on the same highway gets averaged in the driver’s memory with the other twelve. A board that doesn’t look like any of them gets remembered as “the one with Thunderclap.”
Most PI firms are not losing on the offer. They are losing on the sameness. The firms that are gaining ground figured out that being unforgettable matters more than being aggressive.“
– Hugo E. Gomez, Founder (Abogados NOW)
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