I went skiing this weekend, and guess how much a bottle of this cost? 
You guessed it. $3.20.
I don’t know about you, but I can buy a case of 24 bottles of water at Waldbaums for $3.99. To pay $3.20 for a bottle of water is outrageous. I asked the cashier at the ski resort why they don’t charge $5.00 per bottle. She was shocked and didn’t understand why I even made a comment.
Her response? “I don’t set the price. I only charge it.”
For all they knew, they COULD charge $5.00 per bottle, and people would pay for it. So what’s the problem? Every skier who bought a bottle of water would remember the outrageous price that left a bitter taste in their mouth. They’d think twice about returning to a resort that charged ridiculous prices for food and drink.
Wait. Isn’t this about the “Skiing experience?”
No way. It’s about marketing and the impression you leave with your client or customer.
What does this have to do with creating attorney video and marketing your practice? Everything.
If your potential client thinks the value for your services are outrageous, they’re going to remember it. If your prices are that much higher than your competitor, then explain why in your video. You may be worth the higher price, but without a credible explanation, you run the risk that your viewer will not want to pay for your services.
Addendum:
Last week, I went to Nassau Colliseum to see a monster truck show with my 7 year old son. It was a last-minute invite from a friend of mine. Being a good dad, I took some snacks from the car, including a bottle of water and a banana. Before getting to the ticket counter, security made me throw away my snacks and water claiming “No food and no drink allowed inside.” I thought it was worse than TSA agents at the airport.
So what happened? Of course my son got thirsty during the loudest show I’ve ever been to (and the last and only monster truck show I will go to). The decibel level approached that of standing next to a jet engine at takeoff, maybe even louder. Luckily for me, my friend had the forethought to bring earplugs. Getting back on topic, a trip to the concession stand blew my mind: $4.50 for the same bottle of water posted above; the same one I’d thrown out just half an hour earlier in front of security.
In a word, “Outrageous.”
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Gerry is a New York medical malpractice and personal injury trial lawyer in practice for over 21 years. He has produced and created over 200 educational and informative videos to help consumers understand how lawsuits work in the State of New York. If you want to see how Gerry has used video to promote his own practice clickhere.
Gerry created the Lawyers’ Video Studio to help lawyers get onto video. To get started with creating video to market your legal services, Gerry offers a simple and cost-effective turn-key video creation system where he does everything for you except appear on camera, click here to learn more.
