Lawyer Marketing: TV Ads v. Online Video- Part 2

Lawyers Video Studio, TV Ads v. Online Video, THE BATTLE IS ON

The battle is still on.


The TV lawyer knows he wants a commercial that tells the world he’s experienced and has the ability to handle certain types of cases. He must rely on the TV producer to help him create a script that highlights the purpose of the ad, shows viewers they can do the job and then give a call to action which tells a viewer what they should do next.

The TV lawyer has lots of examples to choose from since so many attorneys advertise on TV. There are many formulas and templates to choose from. Pick a topic, explain you have experience and tell your viewer to call. That’s the formula. It’s been known to work.

The time to create one 30 second TV spot takes approximately 3-4 hours. There are attorneys who create three TV ads in one day and it takes them 8 full hours to accomplish! That’s using a script too. That’s a long time to get 3 fully edited 30 second TV ads.

The online video lawyer has an unlimited supply of content to use for their videos. There are no hard and fast rules using online video. It’s almost like the wild west. However, as with all attorney marketing, the attorney is responsible for staying within their States’ ethical guidelines, no matter what media is used.

The online video lawyer can be as creative as he or she chooses. There is no template, although there are proven formulas that work that are dramatically different from the TV ad formula so commonly seen in lawyer commercials.

The video lawyer must understand their online viewer in order to know what content to create in their video. This is the most critical component of creating online video. If the lawyer fails to understand their online viewer, their content and their message will not be watched. The reasons why someone will watch an online attorney video is distinctly different from the reasons why a viewer will watch a TV lawyer ad. Again, if the lawyer does not understand these differences, they will waste much of their time and financial investment.

The online lawyer typically has no idea what a viewer wants to watch. They will often revert to cliche and hackneyed phrases we are loathe to hear. “Injured? In an accident? If so…”

“Have you taken the drug Avandia? Have you suffered any of the following ailments after taking this drug? If so…”

The Message is Vital

The TV lawyer has to talk about himself and his law firm. The TV ad is all about “Me, Me, Me.”

The online video lawyer only talks about “You, You, You,” and how he can help solve YOUR legal problem.

Join me in the next article as I continue our blow by blow examination of these two sluggers. Predictions? Please leave your thoughts below and let me know your predictions about the ultimate outcome of this battle.



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Gerry Oginski is the master of online video. If you have not seen his videos, you should. He’s done more videos than any lawyer out there. The big edge that Gerry has over his competition is that his videos allow consumers to get to ‘know’ him before they even pick up the phone. His use of video on his website and his video blog is amazing.

Ben Glass
Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA