Think about why you created a website. Was it because you heard that websites are all the rage and if you don’t have a website to market yourself online you’d be considered a dinosaur? Peer pressure is a big motivator. If everyone you speak to is creating a website and you’re not, you feel left out. You think they know something you don’t. You worry that they’re getting the jump on you and that you’ll lose your marketing edge to your colleague/competitors.
When lawyers first started to create websites they thought it was only a glorified business card that people could view online. Then smart lawyers put their photos on their websites to appear human. Then some smart guys put audio clips of them talking about something onto their websites. Then came YouTube and lawyers simply had no clue what to do. Literally, no clue.
“In the beginning…” (I feel like saying when God created the heavens and the earth, but that’s tacky) when YouTube came online some enterprising folks took their screaming ‘me too’ TV commercials and threw them onto YouTube since they figured “Why not?” The problem with that is those ads failed to allow a consumer to differentiate those lawyers from every other lawyer who handled the same types of cases. After that, you saw 30-60 second introductory videos that recited credentials; as if anybody cared.
Then, some enterprising lawyers (I call them the early pioneers and innovators) decided to do something the online world had never heard of: an educational video. Those videos provided real information. Not training videos; not lectures to some bar association or CLE, but real information that consumers needed to know. Lo and behold- video marketing for attorneys was born.
I’m proud to say that I was one of the early pioneers and innovators in creating educational attorney video. I certainly wasn’t the only one, but I do believe that combining education-based marketing together with video made my videos stand out from the crowd. When potential clients would call my office and start their conversations with “Thank you so much for providing this information,” I knew I was onto something big.
There are many lawyers and law firms who still don’t realize the enormous benefits to creating educational video. They don’t understand how simple creating video can be if you have an experienced video production company do all the technical stuff for you. I talk to these attorneys every day. The ones who get it are eager to create video. They see the incredible opportunities that using video can create. It’s the dinosaur attorneys who don’t get it. They’re stuck in the stone age thinking that their yellow pages rep will paint a rosy picture when they come back in to collect next year’s advertising check.
Those attorneys who don’t understand why video should be a priority are the same ones who I find complaining about the economy; about the lack of business and always faulting someone else for their inability to generate new prospects and income.
Lawyers must take responsibility for their actions, or inaction. If you want to turn your business around, I urge you to consider creating attorney video to market your practice. It’s the best way to interact with your potential consumer before they ever pick up the phone to call you or walk into your office.
New Jersey Attorney, Victor J. Medina, host of the Macs in the Law Office Podcast and NJ Trusts and Estates Attorney.
Victor Medina, Esq.