Stand Out From the Crowd-Look at the shell in the middle
I don’t understand crappy video. On a regular basis, someone convinces smart, intelligent, educated lawyers to create content that nobody wants to see. Want to know why? I’ll tell you.
One lawyer sees that another attorney created an interesting looking video and he wants it too. When we were kids, we thought like that too. We’d get jealous when our friend got something new and we didn’t or couldn’t have it. We’d think about how cool it was and often we’d be jealous that he had it and we didn’t.
Well, now that we’ve gotten that out of the way, that still doesn’t explain why lawyers create awful video. Yes it does. You see, lawyers are always looking for things that work to improve their marketing.
Let me ask you these questions:
Why did you create a website? Because other attorneys started creating websites and you wanted what they had too.
Why did you put photos of your office or of a flag or a gavel on your website? Because other lawyers were doing it and you thought it looked patriotic and that’s what a lawyer’s website was supposed to look like.
Why did you put photos of yourself and your staff on your website? Because other attorneys were putting pictures of themselves on their websites.
Why did you put an audio recording on your site? Because other attorneys did it.
Why did you put an opt-in form on your website? Because that’s what other attorneys did.
Why did you join Facebook and Twitter and LinkedIn? Because other attorneys were doing it, and you read that in order to stay technologically relevant today, you needed to join the social media networking party.
Get the idea? Other attorneys have the coolest things and you want it too. Sound familiar?
The problem is that without knowing the inner workings of those other law firms and their return on investment (ROI), you don’t really know whether their marketing stuff works. You assume it works because many other attorneys are trying to use those tools to market themselves. But the reality is that you really don’t know.
Let’s get back now to the original statement; why lawyers create crappy video. It’s because they see their colleagues and competitors creating video that they think they need to have. Subconsciously they’re thinking “Hey, if he’s making a video about “X” then that means I want to do the same thing and attract the same type of people with a similar video.” Many attorneys don’t know how to stray from the crowd.
Stand Out from the crowd, or stay in your flock
There’s comfort with being in a crowd. Take a look at this photo I took on Sanibel Island, Flordia recently. It illustrates my point perfectly. Birds of a feather flock together. If you’re a trial attorney, you feel at home in the lawyers lounge in the courthouse. You’re surrounded by like-minded attorneys and professionals who handle similar cases. When you go to CLE seminars, you usually pick topics on trial practice and jury selection and discovery. Most of the attorneys at those seminars are just like you.
That’s fine, but how do you stand out from that crowd? Just explaining your credentials doesn’t cut it anymore. Why are you different and how can you show that? The reality is that most lawyers are afraid to step out of their comfort zone. They’re afraid to try something new. They’re worried it won’t work. More importantly, they’re really worried about what their fellow attorneys will think when they stick out like a sore thumb and don’t act like all the other lawyers.
Many lawyers face this problem, and you are not alone:
When your revenue is down, and your cases are dwindling and you wonder why your phone isn’t ringing as often, ask yourself if you still want to run with the lawyers who are all marketing the same way. If you are, I guarantee that if you don’t change, your results will remain the same or get worse. Lawyers are found in the court house every day complaining about decreasing income and struggling to find clients. It’s not just in New York, but in every court house throughout the country.
Want to know how to create great video that will help you stand out from the crowd? First, you have to stop doing what all the other lawyers are doing. Simple, right? Yeah, sure. Here’s a great example, and I can’t believe I haven’t created a video about this yet. Credentials are ‘out’, education is ‘in’. Why can’t you create a video that explains why credentials are not as relevant as they used to be? It’s just one way to get you creating great video.
Want to learn more? Then join me in the Lawyers Video Studio coaching group. It’s the only coaching group in the country that helps lawyers create content that viewers want to watch. There is no other video production company that does this. Come on in. It’s a great way to stand out from the crowd. See you there!