How do watch companies distinguish their watches from each other?

Frederique Constant- Ballerina Jewelers, St. Maarten

Let’s say you own a watch company. You compete with Rolex, Breitling, Omega, Movado, Festina, Frederique Constant, Alpina, Citizen, Seiko among many others. How do you market your watches?

Don’t they all just tell time?

Don’t they all have an hour hand and a minute hand? (Assuming it’s not a digital watch).

Don’t they tell you time in a 12 hour period? Most have a date. Some have a day and date. Some are automatic winding; some are quartz and require a battery. Some use light to power their watches.

Some use rare metals like titanium; others use gold. Most are stainless steel. Some can go down to 5000 feet in the ocean, others are simply water resistant and never make it past the bathroom sink. Still others cannot go in any water at all. Of course there are many styles, models and colors to suit every interest. Most importantly, how do you set yourself apart from all your competitors if every one of these time-tellers does the same thing?

Think about what you do every day. You practice law. You went to law school and are now in the real world looking for clients to support your practice and your lifestyle. How are you different from all of your colleagues and competitors?

Doesn’t everyone in your specialty handle the same type of law? Is what you do really that different from your competitors?

Let’s say that your level of experience and success is virtually identical to one of your good friends. How would a consumer be able to distinguish what you do from everyone else?

Let’s go back to the watch company. Their advertisements use exquisitely detailed and very large photos of their gleaming polished watches in their print ads. They appeal to the sports-buffs; they appeal to the individual who participates in rugged ‘manly’ sports like rock climbing, yachting and skiing. Those ads also appeal to wanna-be athletes who believe that wearing this chunk of metal brings them closer to that ideal man who wears this type of watch. You know that man, the one that requires a massive, chronograph-laden watch with 20 different functions. Others appeal to ladies fashions with bright, brilliant diamonds that surround a mother-of-pearl dial and bezel.

With watches, the appeal and detail of the photos are key to attracting buyers. There’s also the celebrity endorsements that certainly help. When you think of James Bond, what type of watch does he wear? An Omega. When you think of Andre Agassi, the tennis player, what watch does he wear in his ads?

Putting aside the celebrities you might represent, how else can you distinguish yourself? Putting up large photos of yourself doesn’t do much to set yourself apart from all other lawyers. Yet, the watch companies use details of each of their watches to set them apart.

One uses a self-winding mechanism that is the leader in these devices. One says they’re the watch worn on the moon. Another says they are the only Swiss watch company to develop rugged, action-packed mechanical devices to withstand 3 G’s worth of movement- as if you’re planning on using the watch to routinely go on death-defying roller coasters or fighter jets with massive amounts of G-force.

One of the best advertising I’ve seen from a watch company is a tutorial on how their watch actually works. They show you step-by-step how the different pieces of their watch makes the device that you wear on your wrist tell time accurately. They use photographs and diagrams to explain.

Why can’t you do the same using video?

The sooner you start creating video to help your online viewers understand how law works, the sooner you will be able to effectively set yourself apart from your competitors.

Want to learn how to do that in a simple, fun and profitable way? Then spend the next 58 seconds watching this video that explains just one way I use video to market my law practice. It’ll be eye-opening when you see the possibilities. What are you waiting for? Click here.


“You’re videos are the ideal of what an attorney video should be!”

Here’s a great note I received from Tanner Jones at after listening to a presentation I gave in North Carolina:

“Good morning, Gerry.

Our team thoroughly enjoyed your presentation while in North Carolina.  You have obviously mastered the technique and have done a superb job at marketing your law firm via online video.  We have all read and enjoyed your book, “How really Smart Lawyers are using Video on the Web to Get More Cases.” I have already encouraged a prospective client to browse through your site and view your videos as an example of what the ideal legal video should be.”

Tanner Jones, Marketing Consultant,, Inc. 1-800-872-6590

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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

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

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