Why Are Attorneys Still Uploading Their TV Commercials to YouTube?

I feel like screaming every time I see this. Just this morning, while overlooking the ocean in St. Maarten and checking my video statistics did I see another instance of a lawyer who uploaded about ten of his TV commercials to YouTube.

WHY? Why would anyone want to do this?

Does the TV agency who made the commercials really think that anyone…and I mean anyone, would ever voluntarily want to watch a 30 second TV commercial of an attorney basically saying “I’m a lawyer and I handle this type of case. Call me now.”

As frustrating as this is, I’m actually glad these TV & marketing companies do this. It makes my job that much easier. You see, there’s a HUGE difference between interruption based marketing and education based marketing. It the big difference between TV advertising and Online marketing. They are two totally different animals.

If your TV production company doesn’t understand the difference, you’re at a distinct disadvantage when trying to market your law firm online.

TV commercials are great at interrupting what you’re doing. You’re enjoying a TV show and then a commercial comes on about some faulty drug that causes severe injuries. You weren’t looking for information about that drug, it interrupted your thought pattern.

On the other hand, when a consumer goes online to learn about their legal problem, they are actively searching for information. They are in search mode. They want to learn.

A 30 second TV spot rarely teaches anything. Why would anyone who is searching for answers to their qeustions ever voluntarily watch a TV commercial to learn how to solve their legal problem? They wouldn’t.

That’s why really smart attorneys who participate in my video marketing programs learn this strategy and why it doesn’t work. That’s why attorneys in my programs create great educational content that teaches and explains.

There’s a huge difference between interruption based marketing and education based direct response marketing. I teach education based marketing and all of the videos we create for attorneys teach and explain great information that their ideal clients and consumers want and need.

While I get frustrated with TV advertising companies putting their commercials online, at the same time, I’m really glad they do. It’s makes our videos stand out from the crowd and get noticed.

Need help creating your educational videos to market your law firm?

Reach out to me. Right now. I’m here to help.

516-487-8207.

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Testimonials

Gerry, I've read your book and watched at least 100 of your videos, and follow your blog, so "I feel like I know you already!".

I wanted to introduce myself, I work for an attorney, David Aylor, in the Charleston, SC area. I do all his in house marketing, and most recently have focused on video marketing, using your approach.

We started exploring the strategy last July, started filming by September, and published the first video to YouTube Nov. 1. I am now publishing 2 videos per week and the response had been great.

I want to share with you how we have be utilizing the material on Facebook, to build a community of "friends" of the law firm. These are previous clients, referral sources, friends of the staff, other attorneys, new media (radio, TV, and print) as well as other prominent folks in the community.

I really was against the idea of Facebook marketing at first (because I think there's alot of hacks and snake oil salesmen in the "social media/SEO marketing" world). But I was very wrong, the content we are creating is being liked, shared, and commented on, and Facebook's strong community platform (and it's EdgeRank algorithm) is giving us a great way to keep our "inner circle" close to the office, and relevant in the minds of them and their friends.

This was the first video we posted to Facebook-
"Can My Facebook Profile Be Used As Evidence In Court?"
95 likes, 25 comments, 27 shares
https://www.facebook.com/photo.php?v=10151129347056196&set=vb.183306715043094&type=3

The local NBC anchor actually saw it in his Facebook feed from a friend sharing it, and interviewed David Aylor for a 6 o'clock news story on Social Media and Privacy in the legal system. (you can see here if you'd like http://bit.ly/VyALj4)

I would love to show you more about how I'm strategizing these videos for YouTube use as well as Facebook now. I think there are definitely some areas of practice and law firms that it wouldn't work for, but I'm sure there are a bunch that would benefit from it.

Thanks for all you do, and I hope I get the pleasure of meeting you soon!

David Haskins