Video Marketing for Lawyers: Admit a Fault

Yes. You read that correctly. In your next video, explain to your viewer a fault you have that may prevent them from coming to your office to hire you.

“What? Why would I do that?”

When you admit a fault, you show you are human. It doesn’t matter if you’re the best lawyer in your state. If you show a ‘human’ side of you, your viewer will likely have more trust in you than if you constantly tell them how incredible and wonderful you are.

I know some lawyers may disagree with this post, and that’s ok. They probably don’t have any faults.

The fact is that most of us have some faults. If you admit it in your video, I guarantee that it will not diminish your lawyering skills. Instead, viewers will appreciate your honesty.

Think about the last time you were in a restaurant and asked your waiter if the soup or main entree was any good. When they whispered that “It really isn’t very good tonight, but I’d suggest another more appetizing choice.”

Don’t you give that waiter greater credibility for admitting that a dish they were trying to sell you really wasn’t worth your money? When the waiter comes back and now offers you another choice of food, aren’t you much more likely to accept their recommendation, since they’ve already admitted a fault?

What if you go into a car showroom, intent on buying a nice new, expensive, shiny car. The salesman tells you “I wouldn’t buy this car if I were you…(in hushed tones)…new studies just came out showing crash tests for this car were awful. Instead, here’s a car that’s less expensive and has everything you’re looking for…”

I know that statement will create a moment of “What?! Why would the salesman give up a sale on the more expensive car?” Simple. The salesman wants to admit a fault to show he’s sincere and looking out for the best interests of his customer. He may then turn that negative into a positive by showing that it’s still a worthy car with all the other safety features.

How can you use this in your attorney video?

If you’re a newly minted attorney, tell a viewer you’re recently out of school and don’t have 20 years of experience. Yet you know all the latest laws and know how to use all the latest technology that most older dinosaurs haven’t figured out.

If you haven’t won a million dollar verdict, explain how hard you work and the reason you have not achieved that level of success is only because the right case hasn’t come along…yet.

If you’re a small firm or a solo, I would strongly encourage you to tell a viewer that they may not want a solo practitioner. Why not? Because they may want the comfort of luxury furnishings in a large building; they may want to deal with layers of receptionists and secretaries when calling to speak to a lawyer; they may like having to deal with junior associates and junior partners on a daily basis; they may enjoy not talking to the senior trial attorney until they reach trial. And on and on… Get the idea?

The next time you create a video, admit a fault. It’ll increase your credibility and show that you’re human, just like your client.

Thanks for taking the time to read my blog.

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Gerry is a New York medical malpractice and personal injury trial lawyer in practice for over 21 years. He has produced and created over 200 educational and informative videos to help consumers understand how lawsuits work in the State of New York. If you want to see how Gerry has used video to promote his own practice click here.

Gerry created the Lawyers’ Video Studio to help lawyers get onto video. If you’re interested in getting started with creating video to market your legal services, Gerry now offers consultation services. If you want a turn-key system where Gerry does everything for you except appear on camera, click here. You can reach Gerry personally at 516-487-8207 or by e-mail at Gerry@lawyersvideostudio.com.

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Testimonials

Gerry is an absolute master at getting you to relax and speak to the camera in such a way that the clients – the potential clients – are going to be receptive to the message that you’re giving them. I decided to use video to market my law firm because YouTube is the second largest video search website on the internet, next to Google. And at some point in time, is probably going to overtake Google. So, I think it’s absolutely critical to have content out there to appeal to potential clients in your practice area. I would go to Gerry Oginski and really learn what a master in this area would do for you. Because it is absolutely clear that Gerry’s understanding of shooting video – in particular for personal injury trial lawyers- is so far beyond anybody else in this area that you would doing yourself a real disservice if you spent your money any other way

D. J. Banovitz
D. J. Banovitz, Attorney at Law