I get to see a lot of attorneys screw up on a daily basis with their marketing videos they post on YouTube.
Here are the four biggest screw ups that I repeatedly see:
- The attorney fails to introduce himself.
- There are no graphics telling the viewer who the attorney is.
- There’s no compelling message and no reason for a viewer to watch.
- The lawyer spends the entire video talking about himself and his law firm.
How can you expect to generate trust with someone who is watching your video if you don’t introduce yourself and tell them who you are?
If you walked into a party and walked up to someone you didn’t know and just started talking, do you think they would ever trust you? One of the biggest hurdles we attorneys have is getting our potential clients to trust us. They are inherently skeptical. They are weary of attorneys. They know that lawyers have a bad reputation.
A lawyer who fails to introduce himself on video loses a key opportunity to connect with to viewer who is desperately searching for information about how to solve a legal problem.
Even if the attorney fails to introduce himself verbally, he should do so in the form of graphics. A video company that fails to utilize identifying graphics loses another key opportunity to build trust and connect with your viewer.
Every video must have a compelling message. There has to be a reason for a viewer to watch. If your message is boring, not relevant or compelling, your viewer will never feel the urge to pick up the phone and call. In fact, they will not he compelled to watch your entire video.
If you continue to talk about yourself, how great you are and what a great law firm you have, your viewer will get turned off because you’re failing to communicate to them about how your knowledge and expertise can help them. Instead, you are simply promoting yourself. Stop it. It’s that simple.
These four screwup’s in your attorney marketing videos will have devastating effects when you scratch your head wondering why people are not watching your videos and why they are not converting into callers. You keep spending time, energy and resources to create video that you believe will hopefully drive traffic to your website and your law firm intake center.
I’ve always explained to attorneys that understanding what not to do on video is even more important than understanding what to do when creating great educational attorney video.
As an attorney who uses video to market yourself a consistent basis, you must first understand the psychology behind a viewer who is searching for information. Only then can you properly identify and create content that the viewer wants and needs.
As Ben Glass, Founder of Great Legal Marketing often says, you must understand what is going on in the minds of your ideal consumer. Only then can you create content that they are actively looking for.
One last bit of advice. Many lawyers are so focused on wanting know what is the best video equipment, audio equipment and lighting equipment to use for their attorney marketing videos. The problem is that’s the wrong set of questions to be focusing on.
Forget about the equipment for now. The most important thing to understand when creating great video to market your law firm is what to talk about first. The planning phase is the absolute most important part of creating a video. If you fail to spend the majority of your time planning your educational videos, I guarantee you that you will not be happy with your outcome.
On the other hand, lawyers who spend a considerable amount of time planning and implementing the ideas that they have generated during the planning phase tend to be much more successful than those who don’t.