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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I decided to create a whole video library to help educate consumers in my market about auto accidents and other injury claims, and also to help supplement other advertising. I chose not to do this on my own because I do not have the time to sit down and put all this together and figure it all out. And I wanted sort of a turnkey solution. I definitely recommend Gerry. I mean, you know, I think it’s a great program and I have been here all day and I’ve shot, I don’t know, 40, 50 videos. And so it’s hard to get that accomplished especially for what you’re getting. You know, you have to go to a studio somewhere, it’s on site. And I would definitely – the ease of this – I would definitely recommend it to any colleague or friend.

Charles Pitman
Charles Pitman Injury Lawyers, LLC