Lawyer Marketing: TV Ads v. Online Video- Part 5

Lawyers Video Studio; Slugfest Continues. TV Ad Lawyer v. Online Video Lawyer

The slugfest continues.

Pitching v. Educating

The TV ad lawyer must pitch his services in the span of only 30 seconds. He does not have the opportunity to educate his online viewer. He must convince his online viewer to pick up the phone and call him after only 15 or 20 seconds.

The online video lawyer has plenty of time to educate his consumer or potential client about information they need and want to know. It gives the viewer a chance to get to know you, see you and begin to trust you before they ever meet you.

The online video lawyer gets an opportunity to establish a personal relationship with his viewer by explaining and educating. The TV ad lawyer never has this opportunity. A TV ad lawyer must brand himself with repetitive ads. The online video lawyer need not brand himself at all. He need only create content that is searchable so his ideal client can find it when specifically searching for that information.

The Salesman Versus the Teacher

The salesman is an unwelcome guest, always pushing his service or product. The teacher, by contrast, educates and informs. A consumer looking for information is much more likely to trust a teacher then a salesman. A teacher is someone with an expertise about a particular topic.

As lawyers, we have specialized knowledge. We are, by definition, an expert in our field of law despite the fact that most ethics committees throughout the United States prohibit lawyers from using the term “expert” or “specialist” in our marketing

The TV ad lawyer is always trying to push his credentials and experience. The online video lawyer is reminded never to talk about himself or his credentials. There is simply no need to. That is a significant difference.

The online video lawyer never has to say “Come to me because I am an expert in this field of law.” A lawyer who educates his consumer is automatically perceived to be someone having a specific level of  experience who is more knowledgeable than the viewer about a particular area of law.

A lawyer who is viewed as a pitch-man loses credibility every time. The purpose of marketing is to establish trust and get your ideal clients to recognize that you have information that they want and need.

That’s it for today’s article that continues a blow-by-blow slugfest between the TV ad lawyer and the online video lawyer. Join me for the next article when I talk about the differences of converting a viewer into a caller. Still undecided in this matchup? Give me your predictions below and explain why.

 

 

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Testimonials

I think we shot at least 50 videos in one day, which to me was amazing. That was probably the thing I was most nervous about when you said we were going to shoot 50 videos, I thought we would be here until midnight and it’s well short of midnight when we finished. So I’m really pleased with the amount of work that we got done in one day.
I would say call Gerry. He’ll spend the time with you on the phone to talk to you about what he does. It’s not a hard sell.

Stephen Hamilton
Law Office of Stephen Hamilton