Lawyer Marketing: TV Ads v. Online Video- Part 4

TV Ad Lawyer v. Online Video Attorney

“Welcome back. It’s Gerry Oginski, Founder of the Lawyers Video Studio, and in today’s ongoing battle I explore more details between the two sluggers in this huge match-up. Let’s go to our roving reporter for the tale of the tape…”

“Here’s more color commentary from your host, Johnny B. Goode, special reporter to the Lawyers Video Studio.”

“Well, Gerry, the biggest comment I get when talking to TV ad lawyers is the cost associated with creating a 30 second TV spot. The investment of resources comprise a very sizable chunk of their yearly marketing budget. That’s understandable. However, one question I ask each TV ad lawyer is ‘How are you able to show you’re different from every other lawyer who also advertises on TV?’ ”

“Not surprisingly, this question stumps many TV ad lawyers. They usually respond that they care…they really care. They say they’re responsive to their potential client’s concerns. They’re efficient; they’re experienced. The TV ad lawyers focus on the features of their law firm but fail to recognize that all lawyers in their field of law have virtually the same features.”

“I have, on occasion, had to point out that ‘Free Parking’ is NOT a compelling reason to choose one lawyer over another.”

“Johnny, explain to our readers what the TV ad lawyers say if their ads do not appear in  prime time slots every day,” Gerry said.

“Sure Gerry. The TV lawyers often say that in order to gain traction in the TV market you must be in the prime time slots, every single day, often using multiple slots per day. Your campaign must run in multiple markets and on different channels in order to gain traction.

One common thread I often hear is that as soon as you turn off the TV ad, the incoming source immediately turns off.”

“Johnny, explain to our readers whether the same is true for the online video lawyer.”

“Absolutely Gerry.  The online lawyer does not have to worry about paying anyone to keep their video message online playing 24 hours a day, 365 days a year. There are always production costs, either your time or your investment to create a video message, but once it is online, it’s there forever for anyone to find.”

“The online video lawyer never has to pay fees to an ad agency to keep the video on YouTube or any other video sharing site. Although some lawyers observe that they only use free video sharing sites like YouTube, the smarter attorneys recognize it’s important  to have their own custom video channel to host their own videos. We’ve also heard, anecdotally, of lawyers whose free video accounts have been shut down without notice for no reason other than they have uploaded an excessive number of videos. Didn’t that happen to you Gerry?”

“Yes it did Johnny. In fact, shut down two of my accounts for the exact reason you mentioned. I uploaded a lot of educational video and one day, without giving me any warning they canceled my accounts. Gone.”

Johnny continued…

“The online video lawyer never shuts off his online message. It’s available for anyone at any time who is searching for that information.”

“That’s it for today’s report about the slug-fest between the TV ad lawyer and the online video lawyer. I’m Johnny B. Goode, special reporter to the Lawyers Video Studio. Thanks for reading.”

Have a prediction on the eventual winner? Tell me below and tell me why.

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Gerry, We were so happy to finally meet you. We thought that we knew a thing or two about using video in our law practice until we discovered you.
You are the man. Meeting you last week prompted us to completely rethink our video strategy AND we decided that we weren’t doing nearly enough. You light a fire under our butts!
We are now back in Seattle and refocusing and redoubling our video marketing efforts! Thanks Gerry!

Chris & Mischelle Davis
Davis Law Group, P. S.