Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA
1. Your yellow pages, classified ads, billboards, lawyer directories and TV advertising is bringing you tons and tons of business.
If this is your situation, then you are probably the most savvy lawyer in the Country. I wish you the best of luck. However, if you’re like most attorneys, you are looking for cost-effective and ethical ways to market your law practice. I will tell you from personal experience that creating video is the best return on investment in any advertising media anywhere.
The great benefit of creating an educational video is that you create it once, and it can be watched hundreds and thousands of times all for the same exact price. You can’t do that with any other form of attorney marketing.
2. You don’t know the first thing about making a video and getting it online.
This is a valid concern for many lawyers. That’s why you hire a professional who has experience creating attorney video. Let them do it all for you. This way, you don’t have to worry about the technical aspect of what camera to use, what lighting to use, how to work the wireless microphone, how to calibrate your white balance and sound,… Continue reading
By now, every lawyer has a website.
Every website has photographs.
Every website tells how great you and your firm are.
But how do you really distinguish yourself from all the lawyers who compete with you on a daily basis?
In most jurisdictions, including New York, you are not permitted to badmouth any other attorney. Nor can you compare yourself to another law firm or attorney by name. How then can a prospective consumer make an educated decision about which attorney is right for them if attorneys cannot objectively compare themselves to other similar attorneys?
If you haven’t guessed by now, the answer is with “Video.”
Video allows you to be yourself. It allows the viewer to see you, hear you, and begin to trust you before they even pick up the phone to call you. So how will that distinguish you from everybody else? Simple. Just be yourself.
In the “old days” a lawyer would distinguish themselves in the yellow pages by offering the following:
“Free parking,” “Easy credit card payments,” “Free consultation,” “No fee if we don’t win,” “We’ve recovered millions.”
After a while, all yellow pages ads said the same exact thing. From a consumer’s standpoint, it… Continue reading
If you don’t ask a question, why would a viewer want to watch your video? What makes your title so compelling that either Google thinks your video is relevant to a viewer’s search terms or your viewer finds the video on their own?
Most videos are ignored because the title lacks any reason for a viewer to click and watch. How is your title different?
2. Answer the question in your video.
Before you explain how you can solve a viewer’s problem, give them the answer that made them click on your video in the first place. If you tease them and do not answer their question until the end, you will lose trust and your viewer will never get to the end of your video.
3. Explain why you can help your viewer solve their legal problem.
What does a viewer want from watching a video? They want answers to their problems. Obviously, you’re not giving them an answer addressing their exact problem. However, you are going to tell them in general terms how you can solve their legal issues.
Most lawyers neglect to do this, and fail to explain anything a… Continue reading
Two years ago when attorneys started to use video to market their services I recognized that most lawyers were using video as if they were TV commercials. Even the better videos were nothing more than “Hey, come to me, because I’m a lawyer.”
I realized that a better way to use video was to educate viewers who were interested in the field of law in which I have specialized for almost 21 years now. Creating video has literally changed my life and the way I practice law.
I am a solo practitioner and have tried all the traditional forms of advertising; yellow pages, TV, newspaper, classifieds, display ads- all leading to wasted dollars. Video has allowed me to create one video that is available to a viewer looking for an attorney 24 hours a day, 7 days a week. I pay the same whether that video is watched one time or 25,000 times. That’s an incredible form of marketing. There is no other method of advertising where you can achieve a similar return on investment anywhere.
I used to think up ethical ways to try and distinguish myself from other attorneys who compete with me in New York. However, nothing… Continue reading
Fact: Twitter is not the yellow pages.
Fact: Twitter is great for telling your followers something interesting.
Fact: Twitter is not great for telling us what you ate for lunch or that you’re going on a big date tonight.
Fact: A person in need of an attorney is not going to look for, or find you on twitter. Why not? Because that’s not what it’s for. It’s for having a conversation. It’s for talking about useful information. It’s about telling me you found a great article or video that I really should see.
Fact: It’s really not the yellow pages.
2. THEY THINK IT’S THE SAME AS A TV AD
TV ads scream at you. They say “Come to me, because I’m a lawyer and I’m on TV.” Many lawyers mistakenly think that Twitter is the same. It’s not. I cringe every time I see a tweet that says “Jim Jones, accident atty in my state. Call me at…”
I always ask myself “Why?” Why should I call them if I have a legal problem? Just because they put a useless tweet out there? No thanks. I’ll find someone who… Continue reading
1. USE A COMPANY THAT HAS A PROVEN TRACK RECORD
It goes without saying that you want a company that has experience creating, producing and editing videos for lawyers. I can tell you that there are about five web video companies that, in my opinion, do a great job creating video. However, don’t let the lowest bidder dictate which company to use.
Why not? Because the price includes experience and the knowledge of how to make really good video that will showcase you as an attorney. There are many companies that know how to shoot video, edit it and upload it. The key, in my opinion is who is producing your video. That brings me to Tip #2.
2. USE A COMPANY THAT HAS A LAWYER AS THE VIDEO PRODUCER
Admittedly, I say that because I am an attorney in practice for over 20 years representing injured victims of medical malpractice, wrongful death and personal injury in New York.
There are a lot of good video producers; some of whom come from the film industry or from television. They produce good quality video. However, I have found that those producers don’t have a true understanding of what an online viewer… Continue reading
Rhode Island bankruptcy attorney Mark Buckley is Driving While Videotaping, and the proof is in his YouTube video. Buckley holds the video camera with one hand and driving with the other. Plus Buckley can’t look the camera in the eye because he’s too busy driving and watching traffic.
To read the full review click here at Technolawyer Blog.
The next blooper in a series of attorney bloopers. Out-takes during video shoots. Some lions and monkeys thrown in too.