Video Marketing: Gaining a Competitive Advantage

How cool would it be if you could have a huge competitive advantage in your marketing over your colleagues who fight for the same cases you do?

How amazing would it be if potential consumers and clients called you instead of the biggest law firms in town?

Imagine getting calls from people who didn’t call five other lawyers first.

There are three ways to make that happen.

  1. Be the best lawyer in town;
  2. Get referrals from other lawyers in town;
  3. Develop a system that consistently draws clients without you ever having to give a referral fee or send a thank you to a person who referred them to you.

Let’s take a look at each one.


Sounds easy right? Well, there are lawyers and there are lawyers’ lawyers. You know the ‘big’ firms that always handle those really big cases. Did you ever wonder why they always get those big cases? Sure they have a great reputation. Remember though that everyone had to start somewhere. They weren’t always a ‘big dog’.

Why can’t you compete with them? Is it the finances? Is it the resources? Is it the type of work they do? Think about why someone refers cases to them. That brings me to number two.


The only reason people refer to you is because they think you’ll do a good job. Some attorneys expect a referral fee (assuming your state permits fee sharing). If you get a case from an attorney and are expected and/or required to give a referral fee, you give up a portion of your fee that eats into your profit.

No matter what anyone says, referrals are one of the best ways to grow your practice.


This is the most intriguing and complex method of getting new cases. It is often misunderstood. The key in developing a good system is consistency. Think about the different ways people look for an attorney in your practice area. Besides getting a referral, how else do they find you?

When they look for an attorney, they are likely inundated with choices. Thousands of attorneys doing the same type of work as you; all in your geographic area. How then can you stand out from the same lawyers wearing the same grey or black suits carrying the same legal-issue briefcase?

More importantly, what can you do to differentiate yourself to get recognized consistently? Do you need to scream louder? Maybe setting up a soapbox on a street corner isn’t your idea of great marketing. How about hiring a guy with a sandwich board to walk the sidewalk with your name and phone number?

Maybe you think a billboard is the answer or a small classified ad. Maybe this will work for you…the yellow pages; that bastion of wasted paper.

What system can you think of that will consistently draw people to you and your website that gets them interested in you and what you have to say?

You can be the best lawyer in your state but if nobody knows it, you’ll soon go out of business. How then can you get people to recognize that you have information they want and need? What could possibly be better than interruption-based marketing like TV ads?

The answer?

Video. Lots of video. Education-based video.

By teaching your consumers, you set yourself apart from your colleagues. That’s how you gain a competitive advantage. I like to think of this as stealth marketing. Why?

Simple. Most of your competitors will have no idea what and how you do video marketing. By the time they do figure it out you will have gained that competitive edge that sets you apart from the crowd.

The longer you wait to create your video library, the greater chance your colleagues will gain that competitive edge instead of you. Don’t wait. Get started now.

Pick up your phone right now and leave a message for my production manager Kathleen at 1-800-320-4314. She’ll be happy to schedule your phone consult with me. You can also reach her at Go ahead, make that call right now. It’ll be the best call you make all year.

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Gerry, We were so happy to finally meet you. We thought that we knew a thing or two about using video in our law practice until we discovered you.
You are the man. Meeting you last week prompted us to completely rethink our video strategy AND we decided that we weren’t doing nearly enough. You light a fire under our butts!
We are now back in Seattle and refocusing and redoubling our video marketing efforts! Thanks Gerry!

Chris & Mischelle Davis
Davis Law Group, P. S.