Strip away their marketing foundation and what do they have? People who are throwing money at different media in an attempt to be sexier, hotter and more provocative than the next lawyer. If you undress your biggest competitor’s strategy, you will see sheer flimsy efforts to copy what others have done.
Thin straps of social media hold up some lawyers. Look to see who is wearing the red heels with the mini skirt. Hopefully it’s a woman. (Another attempt at some humor.) Look to see who is pushing their body parts up and out with press releases. Listen to the sultry siren call of a TV commercial that says (imagine a deep baritone announcer with hip 70′s boing-boing music) “Hey baby…been injured lately?”
Maybe you’ve seen an attorney in a courtroom with a very tight fitting blouse, pencil skirt and five inch heels. Does she have to shout to get noticed? Certainly not. Compare that to all the guys waiting for their case to be called, wearing their navy or grey suits. How do you stand out with that kind of crowd?
The key to beating the pants off your competitors is to be different. Don’t do the same TV, radio, newspaper or magazine ads that we see so often. Be different. Always keep in mind your state’s ethical rules and make sure to stay within them when choosing to do something different.
What’s the best way to show you’re different? I’m glad you finally asked.
Your competitors don’t know how to use video to their advantage. Only a small percentage of lawyers have learned the true value of showing and educating with video. When you show your consumer instead of selling to your consumer, you set yourself apart. It’s that simple.
Listen to what personal injury attorney Greg Stokes had to say about Gerry’s Total Online Video Solution for Attorneys: