Attorneys: You Are Marketing the Wrong Way

How many times have you seen plaintiff’s attorneys send out marketing messages that say “Just achieved a $5 million verdict!”

How about a press release that says “The law firm of blah blah blah is pleased to announce they have achieved a verdict of $10.5 million. To learn more about how we can achieve great verdicts for you, call us at blah blah blah.”

Let me ask you this question…

If you are doing this, and by the way I have done this myself, do your ideal clients and consumers get all warm and fuzzy and immediately rush to the phone when they see this type of marketing message?

When a potential client or consumer sees that an attorney has achieved a great verdict, is that a compelling reason for them to pick up the phone and call immediately?

Most attorneys today would say “Yes.”

Since I’m not like most attorneys, I’m going to tell you that the answer is “No.”

You may think that goes against most conventional thinking. However, unless you have personally surveyed your clients and consumers after sending out that type of marketing message, there is a very good likelihood that you have a misconceived idea about what compels an online viewer to pick up the phone and call.

Contrary to popular belief, that message is NOT a compelling motivator to call.

If you don’t believe me, then ask each one of your clients who came to you what was the motivating factor for picking up the phone to call and schedule an appointment with you?

The fact that you have achieved a great verdict is simply supporting evidence that you have the knowledge and experience that this person needs. That’s all. It is but one factor to help them make a decision about whether to call you or your competitor.

A consumer who is searching for an attorney to help them solve their legal problem is likely searching among many of your colleagues and competitors. It is highly likely that your competitors have also achieved great results over the course of their career.


Let’s assume for a moment that an injured victim is deciding among two lawyers in the same town. They have equally impressive experience and have achieved equally impressive results. Is this type of marketing message going to sway them to pick up the phone and call you instead of your competitor down the street?

[News Release] “The law firm of blah blah blah is pleased to announce that we have achieved a verdict of $50 million in this blah blah blah case.”

If YOU are the attorney who has achieved that great result, YOU will believe that that message will clearly carry the day and compel your online viewer to call you instead of your competitor.

What actually happens is a different matter.

I expect that most attorneys reading this blog post will disagree with me. I expect that most attorneys who achieve these wildly successful results will disagree with me. And that’s okay. Those same attorneys who believe that they understand what compels a viewer to pick up the phone and call them instead of their competitor.

I can pretty much guarantee that with that type of mindset they don’t truly understand what compels an online video viewer to pick up the phone and call.

Q: If you don’t truly understand what compels a viewer to pick up the phone and call you instead of someone else, how then can you create a message that resonates with your viewer who is actively searching for an attorney with your expertise and experience?

Importantly, if the people who are helping you create your video marketing messages don’t understand who your ideal clients are and what keeps them up at night, how can they help you create content that creates a compelling message that resonates with your ideal client and consumer?

There are many ways to market your message. So many of you are doing it the wrong way.


If you would like to learn how to create compelling video message that doesn’t scream and shout at your ideal clients, then I encourage you to reach out to me at 516-487-8207 immediately.

As someone who personally uses these strategies and tactics in my solo practice in one of the most competitive markets in the country, I can tell you what works and what doesn’t.

Do you think that information would be valuable to you? If you do, call me at 516-487-8207 now.

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Gerry is really a master of Internet marketing and an authority on effective lawyer video marketing. I highly recommend Gerry if you’re interested in custom law firm video to successfully build your practice.

Debra Feinberg
Get New York Lawyers