Content, Not Technology, Converts Viewers to Callers

Content, Not Technology Rules the Online Video World. Gerry is here masterminding with Attorney Ted Greve

If you’re like me, you like seeing the next and newest shiny object to help improve your life and your business.  New models of computers, cameras and video equipment come out all the time. What was hyped technology today will be an “old model” by next year.

Lawyers spend a lot of time focusing on what technology they should use to get their message online. What they fail to realize is that it’s not the technology that is helping to convert online viewers into callers. Rather, it’s the content.

Your entire goal of using technology is to make the process seamless and transparent so that your viewer gets the information they need to know and recognize that you have information they need. That’s what helps convert online viewers into callers. Not which is the best video camera to use or which microphone to use or which lighting equipment to use.

How then do you know what content you create? Well, as I’ve said repeatedly you do not want to give legal advice in any of your videos. Why not? The answer is simple and you already know the answer. It’s because you do not want anyone inadvertently relying on information you are providing today, because that information may not directly apply to that person, and it may be outdated by the time that video is watched. “Okay,” you say. “If I can’t talk about the law, and I am a lawyer, then what the heck can I talk about?”

The key to understanding what information the viewer wants is what will set you apart from all of your competitors and your colleagues. Don’t even bother trying to copy content that someone else has created because not only is it wrong on so many different levels, but you will fail to grasp all of the behind the scenes pieces necessary in order to use it successfully.

I have seen attorneys attempt to copy my content and then fail to understand why their viewers are not converting to callers. I have seen attorneys who have tried to copy topics that they believe other attorneys have successfully used, and again cannot understand why their videos have so few views.

When you ask video production companies what you should be talking about, they need to know who your ideal client is. Only then can they help you fashion content for your videos. One of the really amazing things about what I do, is that I happen to be the only medical malpractice trial lawyer in the country who is also an experienced video producer who helps other lawyers create video to market themselves online. Often times, it is much more important to know what does not work rather than knowing what does work.

Here’s the bottom line: Stop worrying about the latest and greatest video equipment and start focusing on your content. Want to learn what content will convert online viewers and callers? Want to know what has been tested, is tried and true and perfected? Come join me in my Total Online Video Success Program where you learn what content you need to create in our one-hour mastermind strategy success call.

To learn if, or even how I might be able to help solve your online video marketing problem, call my production manager Kathleen at 1-800-320-4314 or send her an email: She’ll be happy to schedule your free one hour strategy session with me. I look forward to your call.

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Gerry, We were so happy to finally meet you. We thought that we knew a thing or two about using video in our law practice until we discovered you.
You are the man. Meeting you last week prompted us to completely rethink our video strategy AND we decided that we weren’t doing nearly enough. You light a fire under our butts!
We are now back in Seattle and refocusing and redoubling our video marketing efforts! Thanks Gerry!

Chris & Mischelle Davis
Davis Law Group, P. S.