1. You can educate your viewer
2. Your viewer gets to hear you before ever meeting you
3. Your viewer gets to see you before ever meeting you
4. Your viewer gets to hear your expertise before ever meeting you
5. A viewer is able to make an educated decision about whether you are the right lawyer for them, before they ever meet you

You can’t do that with a yellow pages ad.
You can’t do that with a classified or display ad in a newspaper.
You can’t do that with a static website.
Nor can you do that with photos on your website.

When a potential client comes into your office, isn’t your goal to educate them about how a lawsuit like theirs works, and how you can best guide them through their lawsuit?

Didn’t you ever wish you could simply answer a viewer’s question online but had no real way to do so except for replying in an email?

When you are buying a big-ticket appliance or a large flat-screen TV, don’t you want to read the reviews of what people who have purchased the item said about it…all before you spend your hard-earned money? Of course you do.

I couldn’t sleep the other night and was flipping channels. I will tell you that I never watch those ridiculous infomercials. However, this one caught my eye and I could not stop watching. It was so compelling that I watched the entire thing (it was a 1/2 hour long) and kept me up till 2:00 a.m. (ugh!). I kept thinking that I must be an idiot to keep watching this, but as much as I wanted to turn off the TV and go to sleep, I really wanted to keep watching to see the results people were getting using this product. What conflict. Hence, the beauty of an infomercial.

When you’re on the checkout line in the supermarket, have you ever stared at the headlines and pictures of the tabloids plastered in front of you? Of course you have. Everyone has. Why? You know that it’s nonsense and the stories are about celebrities you care nothing about. So why are you so interested in the headline and the cover photos? They’re compelling, aren’t they? No matter how many times you look around at something else while on line, your eyes keep coming back to “Aliens devour Brittney’s babies,” or “Oprah wants Obama,” or some other nonsense.

I was returning from vacation with my family and was at the airport in Ft. Myers, Florida heading back to New York. Going through the security checkpoint is pretty standard now and my family knows the drill:
Show your ID, proceed to the line for the x-ray machine, start unloading backpacks, jackets, remove shoes, put laptops in a separate bin, yada yada. Push the bins on the rollers into the x-ray machine and walk past the TSA agent by the magnetometer. Assuming you don’t set off the machine, wait for your personal items to pass thru the x-ray machine, and you now get dressed again.