The year is 2012. Blogs are all the rage.

Canon Vixia

Facebook has taken over the Internet.

Google and YouTube run a distant second and third place. 60-70% of content online is video. You know why, don’t you? People are lazy. They don’t want to read.

People go online for two primary reasons. (1) To be entertained or (2) For information. If they have a choice between being spoon fed information via a video, where they don’t have to do any heavy lifting, most adults- in fact 2/3 of them will watch video instead of read text. [True study according to Pew research. Thanks to Larry Bodine, legal marketing expert, for pointing out that study.]

Most lawyers are technophobes. Not the younger generation though. Still, many mid-sized and large law firms are reluctant to put their attorneys on video for two reasons: (1) They do their marketing by committee and nobody can ever make a decision, and (2) They don’t know what to do with video and how to effectively leverage their knowledge and expertise with their message.

TRADITIONAL WAY TO CLOSE A POTENTIAL CLIENT

In order to get a potential client to sign a retainer agreement during your initial consultation, you need to dazzle them, entertain them, educate them, teach them and otherwise be brilliant to have them realize that you are the best lawyer on the planet and can solve their every problem.

That’s the old school way. Still works, but you’ve got to work so darned hard to make that happen, and do it every single time a new client walks into your office. Extremely inefficient. There is a better way. A much better way.

What if you could indoctrinate your potential clients with your legal brilliance before you ever met them or spoke to them? What if you could dazzle them with your courtroom style and sharp tongue? What if you could get your new clients to beg for an appointment with you? How cool would it be if your new clients walk into your office and tell you how great you are and thank you for being such a wonderful lawyer, the moment they meet you?

Guess what? All this can happen and should happen in 2012. But, it will only happen if you create video where your online viewers get to see you, hear you and learn from you. The only way this can happen is if you create compelling content that your viewers want. If you give them garbage, they will resent it and not look upon you and your firm with respect and the gravitas you deserve.

I will tell you that I have created over 400 videos to market my solo law firm in New York. When new clients meet me for the very first time, the reaction is always the same and it never stops amazing me.
“Mr. Oginski, thank you so much for all the wonderful content and information you provided in your videos. Nobody else provides this.” (I don’t give legal advice in my videos.)
“I feel like I already know you.”
“You’re exactly like you are in your videos.” (I hope so!)
“I can’t believe I’m meeting you- you’re like a celebrity online.”

These people have gotten to know me, like me and trust me. How? From my videos. Why is that important?

Go back to the traditional way of closing the deal. Lawyer razzles and dazzles client in office for an hour. Get’s exhausted. Next new client, must do same thing. Next…same razzle dazzle. By the end of the day, you don’t want to talk anymore. It’s really tiring to do that over and over each day.

With video, you have pre-sold yourself. These new clients understand I have information they want. They’ve watched my videos. Not just one video or two or five. They watch a lot of my videos from my video channel. They trust what I have to say. They believe me.

When they come into my office, I don’t have to put on a song and dance. Instead, I just have to listen and see if we’re a good fit. In cases where I reject a case, many of these people get upset that I will not take their case. People have literally begged me to take their cases. “I’m telling you I have a million dollar case. I want you to take it. I don’t trust other lawyers. You, I trust.”

Old school v. New school.

Which one do you prefer? Personally, after being in practice for more than 22 years, and having done the old school method for most of my career, I am more than happy to go new school and let my videos talk for me. Video works and I’m living proof of that.

____________

Listen to what one really smart attorney had to say about my video program:

To see if we’re a good fit for you, I encourage you to schedule your free phone consultation with me by calling (877) 789-9163 or by sending an e-mail to Kathleen@lawyersvideostudio.com. I welcome your call.

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Testimonials

I just read Gerry Oginski's book this weekend, Secrets of Lawyer Video Marketing in the Age of YouTube. You wont find better "front to back" advice on using video to market your law firm anywhere.

Ben Glass
Founder of Great Legal Marketing and a practicing personal injury trial attorney in Fairfax, VA