Lawyer Marketing: I’ll Have That Chicken Panini

Dare to be different and soar-Bird in Flight, St. Maarten

How I come up with video ideas

The first thing I do is start with an idea. I will be reading the newspaper; reading the New York law journal; or maybe reading an online story about a medical malpractice case. Or, I may have just finished evaluating a case that I see frequently, such as a failure to recognize an intra-operative injury. The sources for ideas come everywhere; both online and off-line. That’s why I like to keep a notepad by my night-table, by my computer at home and also in my office. When I’m out of the office and come up with an idea, I pull out my blackberry and make a note on the memo-pad app.

By the end of a week, I will have at least 10 different ideas that I can use for my next series of videos. Clearly, some ideas are better than others, and some are tied into news stories. If you want your video to be on a breaking news story, you need to get cracking and create that video immediately. You will hear me say often that “Fresh new content is KING online.” If you want your video to rank better and get noticed more often, you will crank out video frequently.

“I’ll have two chicken panini’s please!” 

Here’s an example of an idea I had while vacationing with my wife in St. Maarten in the Caribbean. While ordering lunch at an oceanside restaurant overlooking the ocean and the pool, one of the items on the menu was “Chicken panini.” Intrigued, I read what it had. It had about 10 different ingredients, all sounding very delicious. However, I personally did not want all of the included items. I didn’t want the ginger or the mustard. I told the waitress about my personal preference and she said “No problem.”

That unusual order got me thinking about how clients needing our legal services may perceive their needs as an a-la-carte menu. “I’ll take you as a trial attorney, but I don’t want your associate working on my case.”

“I want you to handle my deposition, not the junior guy.”

If you offer only a fixed menu of your legal services, you might want to re-consider providing different options for different folks. If they don’t have flexible options, they may go elsewhere for their legal needs.

Create a video that shows your potential clients that you’re flexible to meet their demands and needs. Otherwise, they may go elsewhere believing that they have only limited options from your price-fixed menu.

By the way, you’ll soon see that video that I titled “I’ll have two chicken panini’s please.”

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The nice thing that we’re doing here is that we’re targeting specific cases, specific case types, specific injuries where everybody is searching for these things on the web.
If you don’t do TV advertising, it’s an absolute must. If you do TV advertising, it’s a great piece of the puzzle. The difference with this is that they’re already on the internet searching for an attorney or searching for answers regarding a problem that they have. So it’s already targeted to those people.

Paul Hernandez
Kalfus & Nachman