Everybody Wants That Truck Wreck

[Personal injury lawyers carpet-bomb us with ads so we’ll remember them.]
In 2024, the regrettable Morgan & Morgan spent a horrifying $350 million dollars on marketing, and a decent chunk of that was used on roadside advertising. Why exactly do personal injury lawyers buy so many billboards?

“Because PI [personal injury] is direct-to-consumer, it can affect anybody. It’s not like estate planning, where you’re targeting a very potentially small set of folks: people that have high net worth or a lot of assets. [PI ads] can really be relevant to anyone and everyone.”

And if you want to target “everyone,” there’s no substitute for hanging a huge rectangular advertisement on the side of a busy roadway.

It also seems likely that attorneys are buying billboards because their competitors are buying billboards, in an awful arms race. Personally, I’d be very much in favor of a billboard non-proliferation treaty.

Link: https://thehustle.co/originals/why-lawyers-buy-so-many-billboards