When people hear an ad for a criminal defense law firm, they aren’t likely to think “this is a number I need to remember!” Why? Because oftentimes criminal behavior is impulsive, it simply arises in a moment. For many crimes, it’s unusual for them to be planned or premeditated. People don’t usually plan to get drunk and go driving; they only intend to go out to happy hour after work, nothing more. People don’t usually hatch elaborate plans and schemes to steal things; they do it in the moment. And when there is a more definite plan, someone engaged in a drug-dealing enterprise for example, at its core is an element of denial. “I won’t get caught,” people think, “so why would I need to have a criminal defense attorney on speed dial?”
That’s why our 1.800.NoCuffs phone number is so important to us. It’s memorable, and it relates to exactly the problem that we’re here to solve.
But there was always something in our advertising campaigns that felt like it was missing to me. Sure, we told people about how we could help them in their time of need, but I had never shared anything about my own experience of running afoul of the law, of needing help, and of not getting it when I did. In hindsight, I get now that this experience is an enormous part of why I became a lawyer, and why I created my Firm in the way that I did. Our promise is to deliver our clients peace of mind. I see now that it was a peace of mind that I never got, and I’m determined to give it to our clients. It starts with me being honest about who I am and what my experience was. Is this commercial too self-revealing? Or a breath of fresh air in a world populated by people who just don’t understand what it is to be on the wrong side of those handcuffs? What do you think?
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Darren is an accomplished TV personality, attorney, interventionist, keynote speaker, and 'misbehavior expert' who appears constantly on countless TV and radio shows.