Dominate Personal Injury Advertising

Advertising for personal injury lawyers gets more difficult every year because of rapidly increasing advertising budgets, new channels of advertising media and a finite number of injury cases.

Advertising media used to be very limited – a couple of TV channels and one yellow page book. Those days are over. Now, there are hundreds of TV channels. Then there was a couple of ways of advertising on the Internet. Today, there are hundreds of ways of advertising on the Internet. The more places there are to advertise, the bigger lawyer advertising budgets get.

Just how many cases are personal injury lawyers chasing? According to BigMouthmarketing, 409,925 personal injury lawsuits are filed every year. This is the breakdown:

  • 52% motor vehicle accidents.
  • 15% medical malpractice.
  • 5% product liability.
  • 28% other

How can you compete against personal injury lawyers with larger advertising budgets?

Answer: Reduce client acquisition costs and increase conversion and ROI from your attorney website, online ads/internet PPC, TV, Billboards and other advertising with a 1-800 vanity number.

Embrace the competition and stand out of the crowd of lawyers by creating a brand or acquiring an existing brand.  The best way is with a prestigious vanity phone number that creates a brand impression upon the first exposure.

1-800-HURT-911® is the best brand vanity phone number for personal injury advertising!

How do I know? I built a lucrative personal injury practice and had to take on a partner.

This was an Email from my partner, Rob Plevy:
Rob: I will be working from the beach office tomorrow!
Phil: Enjoy it before we get too many more cases.
Rob: We already have too many cases. Millions of dollars in legal fees! May we always be too busy! I know we will be. You are the Master Rain Maker!! You can and do control the weather!

Then, we had to partner with a 50 employee law firm and became their largest source of cases!

Then, after an audit by an accounting firm, FRANCKEL & PLEVY won the Law Firm 500 Award! Awarded to the 500 Fastest Growing Law Firms in the US, we were the 44th fastest growing law firm, thanks to 1-800-HURT-911!

See our website at

500 Fastest Growing L aw Firms seal

Why is a vanity phone number essential to dominate lawyer advertising? Because it’s impressive and that’s what gets people to call when they don’t know you. It’s like wearing a gold Rolex and driving a Bently. You want to look successful!

A vanity phone number dramatically increases advertising results three ways.

First, with both Internet and traditional media you have only 1-5 seconds to attract viewers’ attention. 1-800-HURT-911 transmits your message in 1-2 seconds.

Second, the viewer is converted into a caller because they see 1-800-HURT-911® as an important and impressive established brand, even if they have never seen it before. This makes it more likely that the viewer will respond to your advertising message, whether that be on the Internet, TV or any other media.

We just started A/B testing Google ads in New York using 1-800-HURT-911® either in the title or in the description vs. ads with Franckel & Plevy either in the title or in the description (although potential clients see 1-800-HURT-911® in ads, all calls are actually routed through different tracking numbers).

So far, using 1-800-HURT-911® in Google ads is responsible for 166.66 % increase in click/calls; 62.5% share of clicks/calls vs. 37.5% for Franckel & Plevy; and 100% of cases signed!

Google mobile ad for personal injury lawyer

This should be your Google Ad!

Third, with traditional media it’s important that potential clients remember your phone number from TV, Billboards and Radio (compare on Radio | compare on Billboards).


Lawyer advertising is the most competitive it has ever been and keeps getting more competitive every year.  However, competition increases business by raising awareness.

You want to be one of the 10 lawyers advertising on a Google page because it’s where potential clients are looking for a lawyer. You want to advertise on the TV channels with the most number of lawyers because potential clients are looking for a lawyer on those channels. But you need to stand out from the crowd.

If you’re selling ice cream at the beach, you want to be at a beach with 500,000 people and 100 ice cream vendors, not a secluded beach where you’re the only ice cream vendor.  Just set up your ice cream stand next to the most number of ice cream vendors with a taller and different color umbrella.

lawyer advertising standing out of the crowd

Will your advertising standing out of the crowd of lawyers?

Not convinced? Why are car dealers and fast food retailers always in the same area?

Even if you don’t have a big budget, you still want to advertise where all the other law firms are. One or two law firms don’t get all the clients. They may get a lot more than you but you’ll still get more clients advertising where they do and advertising how you’re different.

On 47th St in NYC, there are thousands of jewelers on one block which brings millions of customers! The jewelers in the window get more business but the ones in the back still get a lot of business.  Do you want to be alone on the other side of town?

Advertise your law firm where all the other lawyers advertise. Just STAND OUT!


Branding increases results because it differentiates your law firm from competitors by identifying your quality and importance and enhances memorability.

Studies have shown that consumers make purchase decisions based on emotion and expect to pay more for a branded product or service because it provides more value.

Branding increases memorability of your company and increases the likelihood that consumers or in this case, accident victims, will call you when they need a personal injury lawyer.


Because the public really doesn’t know who you are, 1-800-HURT-911® is the conversion factor that gets people to call whether they see it on TV or your website.

Branding normally takes two years to accomplish but personal injury lawyers advertising with 1-800-HURT-911 achieve instant brand recognition within 1-2 seconds.  Because it’s so impressive, viewers think they have seen it on TV. Of course, it will continue to build a stronger brand every year.

Someone passing a billboard has less than 3 seconds to view your ad. Website visitors will leave your website in just 10 seconds if they don’t think you can help them. TV ads last only 10 seconds, 15 seconds or 30 seconds.

Because potential accident clients typically don’t spend days or weeks researching who to call, you need to convert accident victims immediately.


Local listings, PPC and Directories

1-800-HURT-911® can be used in the title of your local listings, PPC and directory ads! Only 1-800-HURT-911® can attract attention out of the clutter; tell the searcher what you do; and impress the searcher enough to convince them to click on your ad.

Because searchers have only seconds to see your PPC ad among other PPC ads and other links, your PPC headline is crucial to get accident victims to your website and to increase your CTR (Click Through Rate) over your competitors.

“Achieving a high click-through rate is essential to your PPC success, because it directly affects both your Quality Score and how much you pay every time someone clicks your search ad.” WordStream


Instant branding is also vital for lawyer websites because potential clients who need a lawyer immediately will spend only seconds on your website to see if they came to the right place.

According to the Nielsen/Norman Group article, How Long Do Users Stay on Web Pages?, “To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.”

Interactive marketing says “The largest percentage of your visitors are bailing (leaving) within 0-8 seconds” 

Thus, you have 0-10 seconds to attract a searcher with a compelling headline!

eyequant stated, “Simply put, users typically ‘screen and glean’ a website during the first moments of their visit in order to assess whether they have come to the right place.” “Meanwhile, if a website is deemed by the user to be unhelpful, the user is likely to leave within the first moments of their visit, and not wait around to see if their minds can be changed.”

In the article, What The Highest Converting Websites Do Differently, Kissmetrics said the #1 thing is “They Make Their Unique Value Proposition(s) Clear”. 1-800-HURT-911 Instantly makes it clear.

TIP: Make sure your vanity phone number is boldly advertised not just on your website but also in your Internet advertising, landing pages and website page descriptions so it shows in search results.

Many personal injury lawyers here know who I am but potential clients don’t.  Seeing 1-800-HURT-911 in internet search results, internet advertising and on my website is what gets them to call.

Personal injury lawyer's website advertising HURT911 across the top of the website

We use our vanity phone number at the top of our law firm website where it’s important to attract potential clients and our law firm name is at the bottom of the website.

And that’s why I advertise it very large across the top of my own personal injury websites. 1-800-HURT-911 Is seen at the top of every page on my websites.

A competing vanity phone number advertised across the top of a personal injury lawyer's website

This attorney uses his vanity phone number as a brand on his building, larger than his law firm name and above it to attract clients. This image is also the home page of his website.

This is another lawyer who understands the importance of advertising a vanity phone number across the top of his website. This is a screen capture of his home page.

What will you brand, your law firm name or your vanity phone number?

After Hundreds of Million$ spent on advertising to brand the name of Jacoby & Meyers, people know the name but no one knows how to call them!

Standing out in personal injury advertising comparing lawyer's name vs toll free vanity number

1-800-HURT-911 attracts potential clients because it’s an instant brand. FRANCKEL & PLEVY, LLP in advertising doesn’t make potential clients want to call.

As soon as you see 1-800-HURT-911, you know there isn’t another vanity phone number that is either better, stronger or a more impressive brand for personal injury advertising.

Why 1-800-HURT-911 is the dominant brand for personal injury advertising

  1. Makes people feel empowered and comfortable in their choice.
  2. Creates a sense of urgency.
  3. Creates a sense of value and a good feeling.
  4. Says we are experts.
  5. Says it’s a smart choice to choose us.
  6. Because HURT911® is a strong trademark and 1-800 has the status of the trademark, 1-800-HURT-911® provides instant branding.  Ask 10 people if they heard of 1-800-HURT-911 and chances are they will tell you they’ve seen you on TV!  Branding:
    1. Increases online and off-line conversion rates and
    2. Increases response over the long-term.
  7. 1-800-HURT-911 is easy to remember.
  8. The word HURT screens out unwanted callers – Crucial with large advertising campaigns!  You won’t get calls from people being evicted.  In an amazing coincidence, while writing this, I received one of those calls from someone who called 800 I-CAN-WIN and said he was cheated out of $500.  You need just the right amount of screening.  1-800-LAWYERS and 1-800-ATTORNEY are too broad for personal injury lawyers; 1-800-CAR-WRECK and 1-800-CAR-CRASH are too narrow; 1-800-HURT-911 is just right!
  9. HURT is easy to spell so you won’t get miss-dial errors. Other vanity numbers are not so easy to spell (see how the printing company spelled Attorneys in the yellow banner below).
  10. Only 4 letters to convert to numbers and 3 vanity (911) digits, so it’s 43% less annoying to dial and can result in 43% fewer miss-dial errors.
  11. Because of all these reasons, if another attorney advertises a vanity phone number with the word HURT, it’s good for you!  More calls are received by 1-800-HURT-911.
  12. Spanish-speaking callers can easily spell HURT. They learned the word HURT and how to spell it as children and they all know 911.
  13. 100% of Spanish-speaking callers surveyed said they preferred 1-800-HURT-911 over our Spanish vanity number equivalent because they wanted an American lawyer.
Attorney spelled incorrectly on advertising for personal injury

Attorney was spelled incorrectly on advertising for personal injury but the designer knew how to spell HURT

Even English speaking people have trouble spelling other words.  I ordered a banner and the proof spelled Attorneys with a “u” in  They would have a problem calling 1-800-Attorneys!


1-800-HURT-911 is easier to remember in both the short-term and long-term.  It’s vitally important for prospects to remember your phone number 30 seconds after seeing a TV ad or hearing a radio ad or even much later after seeing a Billboard or other advertising.

It’s also important that people will remember months or even years later.  On 04/26/13, I spoke with a medical illustrator in Atlanta who I last spoke with on 12/07/99.  I said, “Hi, this is Phil Franckel.  I don’t know if you remember me.”  He said, “Of course, HURT911”.  He remembered after 13 years!

In an ABA article 1-800-ADVOCACY Vanity Phone Numbers Make Your Advertising Less Forgettable by Laura Hodes, Dallas lawyer Robert A. Kraft who has a local number 214-999-9999, said “If you have a great ad but people can’t remember the number, it won’t do much good.” “I know I don’t have a pen handy when I watch TV.  Once they call it, they don’t forget it.”  The article says, “Kraft believes his vanity number has been worth the expense because it keeps clients coming back, often years after their initial cases closed.  Clients “see so many ads that it’s tempting for them to call another law firm when they have a new problem–especially if they’re having difficulty remembering your name and number,”. “You want them to remember and call [you] before they see ads from another law firm, and having that number makes it easier.”  Laura Hodes said, “More obvious examples are phone numbers that spell out a message like 1-800-HURT-911, a toll-free number owned by New York lawyer Phil Franckel.”

Territories are exclusive and extremely large.  1-800-HURT-911 territories are the only ones that exactly match the broadcast TV market, also called a DMA.  If you’re going to advertise on the popular TV shows, you need to make sure that everyone who sees your commercials can call you.  Territories consisting of area codes or counties won’t do that.

Best of all, you’ll own the 1-800-HURT-911 brand with resale rights for your territory so your advertising will be an investment in your brand, not ours.  Single payment licenses are available at a substantial discount.

Your agreement automatically renews as long as you make your payments and only you can cancel!  We licensed 1-800-HURT-911 to a law firm with a 7 figure budget which lost their agreement after 5 years with a different vanity number when another attorney offered more money.  Don’t let that happen to you!

With over 1,000 TV channels today, viewership for any particular channel is substantially down from what it used to be a few years ago. Adding to the problem are additional ways to watch TV programming (see From TV to Total Video). Attorneys now need increased branding, advertising, and marketing in many different venues.  With a wide variety of included advertising and marketing materials, including marketing materials for valuable niche cases, nothing else even comes close to HURT911®.

If you’re serious about personal injury advertising, take advantage of all media types using HURT911® branding, advertising and marketing materials:

  • TV spots
  • Websites
  • Smart phone app
  • Our extremely successful, money making niche advertising program
  • Business cards & stationery
  • Automatic greeting card system that sends 1-800-HURT-911 holiday cards and birthday cards in the US mail to your clients and telephone callers just like an email campaign
  • and much more!

If you’re looking for a personal injury marketing program less costly than TV advertising, consider our niche marketing program for motorcycle accidents.  If you’re willing to invest $30,000-40,000 annually for marketing materials and the time to go to motorcycle events and runs, our marketing materials for valuable niche cases, will make you profitable in just one year, eventually bringing in $millions in legal fees.  I know because I do it myself!


Yes, but make sure:

  • it’s not generic like 1-800-LAWYERS which brings in all kinds of clients.
  • it’s not restrictive like 1-800-CAR-ACCIDENT or 1-800-CAR-CRASH because that’s all you’ll get!
  • it’s not difficult to spell like 1-800-ATTORNEYS.
  • your lease can’t be canceled!
  • your territory includes your entire network TV market called a DMA (not just your cable TV market)!
  • you compare what else you’re getting besides just the vanity phone number with what you get from 1-800-HURT-911


Yes, but you’ll probably have to buy it from someone who already has it. 100% of all 800 numbers are in use; 99.99% of 888 numbers; 99.99% of 877 numbers, and 99.99% of 866 numbers are also in use. For a 1-800 number be prepared to spend 7 figures. I’ve been offered 7 figures for 1-800-HURT-911.

If your law firm is serious about personal injury advertising and dominating your market, call Phil Franckel, Esq. 7 days/nights at 1-888-505-5464