We’re In Information Overload Now

I’m heading back from a marketing seminar today in Dallas. I came away with this key concept…

Ok- we all know that content is king. We get that.

We know that we have to use different media to get our consumers and clients to notice us. Good.

We get that too.

Why then is there such a glut of information?

Information that consumers don’t want?

Information that clients don’t need to know?

Do you really think my medical malpractice client cares what a CPLR 3101(d) reply is and why?

Do you think my potential new client needs to know what a motion in limine is?

They don’t.

I see attorneys and their web companies just putting content online for the sake of putting any content up. The common thinking is that more content is better. Well, it’s not.

More is not better.

Quality is better. Highly focused content is better. More for the sake of more is definitely not better.

I have often said that “Less is more.” BUT… it has to be strategically applied.

Less is more, IF you know what content your viewer needs.

Less is more, IF you understand what your consumer is looking for.

Less is more, IF you understand your viewer’s mindset.

Don’t be fooled into thinking that MORE is better, just because you need more content.

Here’s a perfect analogy…

A trial attorney can give a closing argument that takes two hours. Another trial attorney can give that same closing argument in 25 minutes. Who do you think the jury is going to remember more? Which summation will be more memorable?

You decide.

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I looked up what kind of production companies are out there producing the kind of videos that I was interested in. And really, I was dissatisfied with the vast majority of the videos that were out there. They were not what I was looking for – except for Gerry Oginski. We were looking for someone who understood our needs and yet had the expertise to be able to pull all of the necessary components of producing a video and getting it uploaded. Gerry was the one who stood completely head and shoulders above anybody else’s out there.

Jeff Helsdon
Oldfield & Helsdon, PLLC