A Tale of Two Lawyers; Special Report- Part 2

Special to the Lawyers Video Studio
Johnny B. Goode, Reporter

Hello everyone, I’m now back from my trek to Nepal for a month now and I have to tell you that my coverage of two lawyers is so different from the people I encountered in the jungle. I am fascinated by these two different lawyers and how they approached their marketing goals.

When I left off I asked Dave, the Done-For-You lawyer “What got you interested in creating video to market your practice?”

He said that this skinny New York lawyer with glasses and thinning hair gave a lecture to a large group of attorneys about how he used video to market his solo practice. He showed us the reason why video works. “I had no idea that lawyers could or would use video before his lecture. Most importantly, I learned that I’ve been marketing my law firm all wrong.”

“What do you mean?” I inquired.

“Well, during this guy’s lecture, I found myself realizing that the only marketing we do here is to talk about ourselves. We’ve been telling people how great we are and how long we’ve been in business. Our ads and yellow pages were all about us. Our radio spots were all about us. We didn’t educate our consumers. We didn’t teach our prospective clients. We were just being dumb lawyers trying to shove who we were and what we did down people’s throats.”

I was fascinated. I wanted to know the pivot point that changed things for Dave.

“What made you realize you needed to change?”

“This same trial lawyer said that our consumers didn’t care about us. They really didn’t want to know who we were. Instead, they just wanted someone who could solve their legal problem. For me, that was so conflicting and so different. I had never thought about it before. I mean, all those years, I always thought people came to me because I was such a great lawyer. Maybe they did, but now, with my caseload falling, I couldn’t help but wonder whether what this guy was saying made sense.”

“He said something else that really piqued my interest. He said people who don’t know an attorney who have a legal problem are going online to find a lawyer. They are searching. Actively searching. They want information. Lots of it. Before that lecture, our website was a static 10 page website. We had only 5 FAQ’s. Our website was all about us and who we were. It told a viewer the 2 areas of law we practiced in and then listed our credentials and our results.”

“We had always believed that if a potential client wanted information, they had to make an appointment with us and come in and meet us first. We wanted to show them how great we were. Once they came in, it was practically a done-deal to sign someone up. We felt if we gave away information, we’d lose our key selling point, which was to give them the information here in our office…to show them we knew what we were talking about.”

“Is that it?” I asked.

Find out what this really smart lawyer said in our next edition of Johnny’s special report. Stay tuned…

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Gerry – I can’t thank you enough for guiding me through what would have been a disaster had anyone but you been behind the camera. My power point slides somehow disappeared from my laptop when using the hotel wireless internet … or maybe it was my “fat finger.” In any event, I knew the stuff because I had been giving public seminars on the content for years. But I tend to freeze without a visual cue. So, without visual cues, the day could well have been a huge disaster. While my practice niche is Elder Law, not PI or MedMal, you were like a football or basketball coach; despite my usual stumbles without visual cues, you were successful in getting me to go beyond the stumbles to a successful video shoot. Many thanks for your coaching!

Richard Habiger