James Sokolove, the attorney who’s always advertising on TV, doesn’t do much practicing of law, it seems. He’s a lawyer, but if you call him up, he won’t represent you himself, he just hooks you up with people who will.
Boston Magazine via Above The Law: Despite his prodigious success and his omnipresent image as a bulldog attorney, Sokolove hasn’t seen the inside of a courtroom in nearly three decades. Truth be told, he’s argued only one case before a jury; it was back in the early 1970s, and he lost. It wasn’t tenacious lawyering that allowed Sokolove to build a legal empire, but rather his prowess as a businessman and an innovator. He and his staff of 80 don’t try cases; instead they connect prospective clients to other lawyers, who pay Sokolove a cut of their fees for ginning up business…
And his ads have been carefully honed to get people to call him.
Sokolove has since also discovered that his most successful ads are the most formulaic. Unadorned with fancy graphics, they speak to very specific audiences (patients who once took a drug the FDA has pulled off the market is a big one). These ads always display his toll-free phone number and website address for the duration of the segment, to allow plenty of time to write it down. Sokolove–wearing his lawyerly suit–speaks directly to the camera, in a style he describes as “serious but not stern.” He knows from his research that most people think hiring a lawyer means paying up front, so he always explains that it costs nothing to talk to him. He never brings up any of his affiliates, because that only confuses viewers. And he always, always mentions the potential rewards. The message behind his ads, he says, is simple: Injured? Free money.
Photo from Boston Magazine
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