“I Don’t Care What Any of You Think About Our Attorney Videos, They Work!” Said the Chief Marketing Officer of a Very Large Manhattan Law Firm

criticI participated recently in an attorney video marketing panel discussion at PLI, the practicing Law Institute in Manhattan. The majority of people attending were from very large law firms. 700 lawyers, 850 lawyers, 1000 lawyers in a law firm.

The chief marketing officers came to learn about how to use video to market their large firms.

During the panel discussion, five videos from five large law firms were presented and briefly critiqued. One video in particular stood out. It stood out because many in the audience heckled and laughed while the video was shown. The video was roundly criticized by the audience members.

Interestingly, the video had great production value. It was a high-quality video but, in the eyes of some of the marketing executives in the audience, did not live up to their standards of what a great attorney video should be.

Then something remarkable happened.

One person in the audience raised his hand and replied to everyone who was criticizing this video.

I had met this gentleman a few minutes before we began our panel discussion and I learned some really interesting things about him and his extremely large law firm. He happened to be the one who created the video that was being heckled. He told the audience he did not care about video metrics. That drew a gasp.

To his credit, in typical NYC fashion said “I really don’t care what any of you in this room think. None of you are my clients and none of you  pay my law firm fees. These videos generate lots of interest with our clients. We get great feedback from our paying clients. These videos have allowed our attorneys to get exposure to TV interviews and speaking opportunities.

These videos have boosted morale. These videos work for us and even though we have no interest in tracking how many views they have gotten or direct ROI, we know they work based upon comments from clients and from the attorneys. So I really don’t care what any of you critics in this room think .”

I pointed out to the audience that he was absolutely correct.

Everyone in the room was not his ideal client. We were not the ones who were going to be watching those videos. The content did not matter to us.

The only thing that mattered was whether his law firm’s clients and prospects like the video and the content.

His viewpoint was 100% correct.

Importantly, when creating great attorney video you have to know who your ideal client is. Only then can you create content that they want to watch. It doesn’t matter what you or I think about the video, it only matters what your ideal client thinks about the video.

This marketing officer’s comment was eye-opening for most people in the room.

NEED HELP WITH CREATING ATTORNEY VIDEO THAT YOUR IDEAL CLIENTS WANT?

When you’re considering hiring a video company to create your video, ask the video producer if they know who your ideal clients are. Ask if they know what their pain points are. Ask if they know what legal issues keep them up at night. Ask if their video producers are also practicing trial attorneys. Ask them if they know what lawyers can and cannot say from an ethical standpoint.

The bottom line is…how can a video company help you create great attorney video if they don’t know who your ideal clients are and what legal issues your prospective clients face on a regular basis?

As the only practicing trial lawyer in the country who helps other attorneys create great educational video, I encourage you to reach out to me at 516-487-8207 to let me help you get started creating video today. I look forward to hearing from you.

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