I Said “Don’t Create An Attorney Video Bio” but “She Said We Should…”

Secrets of Lawyer Video Marketing in the Age of YouTube

Secrets of Lawyer Video Marketing in the Age of YouTube

I just got back from Boston teaching a really smart group of attorneys some really cool strategies about video marketing.

One warning I had for them was not to spend their time, energy and resources creating attorney bios and here’s why…

I explained that when their ideal client or consumer is online looking for information about their legal problem, they DO NOT CARE about you, the attorney. At all.

Your viewer doesn’t care where you went to law school. He doesn’t care how old you were when you decided to become an attorney. Nor does he care about your motivating reason to go to law school.

Instead, the ONLY thing he cares about is how you can help solve his legal problem. That’s it!

One attorney in our group said she had spoken with a video company who told her that she should definitely create an attorney bio and feature it prominently on her website. I explained again that the only people who will watch that video are your parents, your kids, your law partner and maybe someone who is researching you by name.

Other than that, you  are wasting your time and energy to create an attorney bio video. If it makes you feel good talking about yourself, your credentials and your motivations along with your community involvement, go for it. Feed your ego. I’m not going to convince you otherwise. You probably know better than I and that’s Ok.

What I was also tempted to say during our teaching session is that if they wanted to follow the other video company’s advice to create attorney video bios, you should ask them whether they ever created video for an attorney that generated valid cases that generated profit for the firm.

I can pretty much guarantee they haven’t, and if they say “Yes,” ask them to prove it. They won’t be able to.

On the other hand, I have personally obtained valid cases from my educational videos that have resulted in $8.6 million in settlements. Ask them if they can say the same. They won’t be able to.

DOES VIDEO MARKETING WORK?

While at breakfast yesterday, I was speaking with one of my Lawyers Video Studio alumni, Greg Stokes; a really smart attorney from Atlanta, Georgia.

He told me of a case he recently settled for half a million dollars.

How did the client come to him? Specifically because of a video we created for him. Congratulations Greg for achieving a great result for your client!

As I was saying, if you want to go ahead and listen to some video company tell you to create a ‘feel-good’ attorney bio that nobody who is searching for you will ever watch, go right ahead. If you want to take advice and recommendations from a company that can’t show you results, then go right ahead, the choice is always yours.

However, if you want to learn best practices and learn what works and doesn’t, then maybe it will help to pay attention to someone who has just a little bit of experience doing this; someone who is also a practicing trial attorney…someone who has personally created over 1200 videos to market his own solo practice in one of the most competitive markets in the country and someone who has created 3000 videos for lawyers across the country.

As I said, the choice is yours.

 

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Testimonials

Gerry, I've read your book and watched at least 100 of your videos, and follow your blog, so "I feel like I know you already!".

I wanted to introduce myself, I work for an attorney, David Aylor, in the Charleston, SC area. I do all his in house marketing, and most recently have focused on video marketing, using your approach.

We started exploring the strategy last July, started filming by September, and published the first video to YouTube Nov. 1. I am now publishing 2 videos per week and the response had been great.

I want to share with you how we have be utilizing the material on Facebook, to build a community of "friends" of the law firm. These are previous clients, referral sources, friends of the staff, other attorneys, new media (radio, TV, and print) as well as other prominent folks in the community.

I really was against the idea of Facebook marketing at first (because I think there's alot of hacks and snake oil salesmen in the "social media/SEO marketing" world). But I was very wrong, the content we are creating is being liked, shared, and commented on, and Facebook's strong community platform (and it's EdgeRank algorithm) is giving us a great way to keep our "inner circle" close to the office, and relevant in the minds of them and their friends.

This was the first video we posted to Facebook-
"Can My Facebook Profile Be Used As Evidence In Court?"
95 likes, 25 comments, 27 shares
https://www.facebook.com/photo.php?v=10151129347056196&set=vb.183306715043094&type=3

The local NBC anchor actually saw it in his Facebook feed from a friend sharing it, and interviewed David Aylor for a 6 o'clock news story on Social Media and Privacy in the legal system. (you can see here if you'd like http://bit.ly/VyALj4)

I would love to show you more about how I'm strategizing these videos for YouTube use as well as Facebook now. I think there are definitely some areas of practice and law firms that it wouldn't work for, but I'm sure there are a bunch that would benefit from it.

Thanks for all you do, and I hope I get the pleasure of meeting you soon!

David Haskins