How Do You Know You’re Ready For Video?

Are You Ready to Create Video?

Some attorneys will just know. Others will wait and watch what their colleagues are doing. Still others will never get around to picking their heads up from their work to wonder what all the fuss is about.

Which lawyer will you be?

I believe there are three kinds of lawyers. I happen to have been all three at different times in my legal career.

  • The workhorse
  • The rainmaker
  • The marketer

The workhorse is typically an attorney who just got out of law school and works like a dog for the next five to seven years in a law firm learning everything and getting as much experience as possible. There’s no time for marketing; no time to think about rainmaking. The only thing on your mind is working hard, getting noticed by the partners and hopefully, if you’re so inclined, being asked to become a partner.

The rainmaker actively looks to bring in new business. He (or she) realizes that there are relationships to make, networking meetings to attend and money to be made by getting known. He doesn’t yet understand or know what type of rainmaking activity works best or which ones combined will generate income, but at least he’s trying to figure it out mostly by trial and error.

The marketer is someone who works on the business and not just in the business. The marketer realizes and understands that in order to grow your law business, you need multiple sources of business to keep you afloat, especially during harsh economic times. The old maxim “Don’t put all your eggs in one basket,” certainly applies to legal marketers. Focusing on just one marketing method is a guaranteed road to very limited success. A really good marketer will understand what “ROI” means: “Return on Investment.” That lawyer will always be looking to get the best ROI with any marketing he does. In other words, he looks to get the best bang for his buck.

Here’s my recommendations to understanding whether you’re ready to create video:

  1. The workhorse is NOT ready for video. He is in the trenches each day and may not truly realize the benefits of creating attorney video to market himself and his law firm. The workhorse may not even know why lawyers would even create educational video.
  2. The rainmaker IS ready for video. He is looking for ways to increase revenue to his law firm. He’s exploring different ways to see what works and what doesn’t and will look to his more-experienced colleagues for guidance. The unfortunate consequence of looking to colleagues is that this creates a ‘me-too’ marketing approach, and if it works for them, then it’ll work for me mentality. Bad idea. Don’t follow the pack.
  3. The marketer IS definitely ready for video. He knows the value of creating a personal bond with his online viewer. He understands how important it is to answer viewers questions before they ever pick up the phone. He realizes that video is the best way to interact with a potential client and to show his expertise before he ever meets that person. The marketer knows that creating video is the best ROI out of any attorney advertising media currently available. He knows that the future of the internet is video. He also understands that video works for him 24 hours a day, 7 days a week, whether he’s in the office, on vacation or sleeping. This type of lawyer is ready to leverage his knowledge of the law and put it to use in creating educational video to market his law firm. This is the ideal attorney who is ready for video.

Which lawyer are you?

Which lawyer do you want to be?

In one year, do you see yourself asking these same questions and achieving the same results you’ve always achieved? Or, do you want to change and grow your business and your income? The choice, as always, is yours.

If you’ve heard me speak in front of hundreds of lawyers across the country you’ve heard me say this:

A good marketer is one who knows how to make a decision.

A great legal marketer is one who takes action on that decision.

An incredible legal marketer is one who implements that decision to take action.

Taking action is the only way to achieve results. Lawyers who sit around and debate all day lose opportunities that really smart marketers take advantage of. So…what are you waiting for? An invitation?

Ok, here’s your invitation:

You are cordially invited to take action and become the best legal marketer you can be.

Listen in to what Atlanta personal injury attorney Greg Stokes had to say after shooting video with the Lawyers Video Studio:

Come join me in the Lawyers Video Studio with the only ‘done-for-you’ video program in the country that’s run by a veteran New York medical malpractice trial lawyer. As the only experienced video producer who is also an seasoned video producer you get the benefit of learning what works using attorney video and importantly what doesn’t. If you’re ready for video, call me today for your complimentary phone conference at 516-487-8207 or by email: I look forward to speaking with you.

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One Response to How Do You Know You’re Ready For Video?

  • Rod Mitchell says:

    Great post Gerry..I have seen some really rubbish videos on Legal websites here in the UK rcently. I am looking forward to starting to create some truly professional customer focused videos with these clients over the coming months…

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Gerry has a unique approach here. It’s basically a turnkey approach. Because he is a trial lawyer, he talks our language but yet he can help you get it down to the level it needs to be to connect with the people watching the video. I would tell anybody that this is the guy to go to.

David Glatthorn
David Glatthorn Law