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#New Television and Radio Advertising Campaigns Differentiate Sokolove Law From Other Personal Injury Attorneys - NEWTON, Mass, May 14

NEWTON, Mass. May 14 /PRNewswire/ -- It is close to impossible to find anyone in New England who has not heard of the personal injury attorney,

Jim Sokolove

. Back in 1982, Attorney Sokolove was one of the very first lawyers to use television as a means of reaching out to potential clients. Direct Impact Group, the marketing agency that has worked with the firm for sixteen years, has written and produced unique television and radio campaigns for the newly named Sokolove Law -- the aggressive legal marketer that spends more money on direct response advertising than any other law firm in the country.

"We've produced over a hundred TV spots for The Law Offices of

James Sokolove

over the years, but given the intensely-competitive landscape, it was time to get back to direct response advertising basics and focus on crafting a more compelling offer," says

Liz Keefe

, Vice President and Creative Director of Direct Impact Group. The campaign's cornerstone is the new offer: the 24 Hour Promise. This offer answers the most pressing questions for those contemplating legal action: Do I have a case? And, if so, when will the firm start work on my case? As the name 24 Hour Promise indicates, if the prospect has a case, Sokolove Law begins helping the client within 24 Hours.

From a direct response advertising perspective, the 24 Hour Promise increased response and lowered the firm's cost per lead during a 4th quarter radio test; therefore, the 24 Hour Promise was incorporated into the new TV and radio creative that began airing May 4th in the Boston area. "The 24 Hour Promise is being rolled out in these new TV and radio campaigns because it both addresses the targets' most immediate needs and differentiates our client from the other personal injury attorneys in the market," says Ms. Keefe. Along with highlighting the offer, the campaign's twenty-three TV spots and eleven radio spots announce the new name of the firm, Sokolove Law.

The large-scale broadcast campaign will also raise the perception of the often-criticized field of personal injury law.

Liz Keefe

says, "I decided in order to change peoples' perceptions, there was power in first acknowledging them. Rather than ignore the elephant in the room, we have Jim address these negative perceptions head-on."

Diego Vaccarezza

, Senior Vice President of Marketing at Sokolove Law comments, "We needed to help redefine the dialogue around Jim, and the only way to do that was for Jim himself to address each issue personally. Direct Impact Group used the same method as strong political advertising: one issue, one candidate. It's an approach that is never seen in legal advertising, and what makes this campaign so different in the category."

About Direct Impact Group, Ltd.

Direct Impact Group is a strategic direct marketing firm specializing in results-oriented lead generation initiatives that bolster brands, grow top-line revenues and increase marketing return on investments. The firm helps clients by crafting integrated marketing programs that have impact across multiple media channels. Direct Power Branding(TM) is the firm's unique creative process that helps generate qualified sales leads while building client's brands. This process combines the perception-shaping, relationship-driven power of brand advertising with the persuasive pulling power of direct response advertising. Direct Impact Group is headquartered in Newton, Massachusetts and has affiliates in New York. Chicago and Santa Monica. For additional company information visit www.directimpactgroup.com .

About Sokolove Law

For nearly 30 years, Sokolove Law has reinvented how people obtain legal services. Our mission is to provide equal access to the civil justice system while ensuring superior quality legal representation. As a pioneer in legal advertising, Sokolove Law has grown to be the largest marketer of legal services in the country. Our proven business model matches particular client needs to specific expert attorneys from our affiliate law firms. The result is success for our clients and our affiliates. With over 400 affiliates Sokolove Law operates as a limited liability company in all states except Virginia. California. Michigan. and Tennessee. where it operates as a limited liability partnership. Learn more about Sokolove Law at www.sokolovelaw.com .

SOURCE Direct Impact Group, Ltd.