Oldfield & Helsdon, PLLC
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.