What Type of Person Hires an Attorney After Seeing His Online Video?

Gerry Oginski, Esq.

Let’s see…

A person in need of legal help who does not know an attorney.

A person who does not know a friend or relative who knows an attorney.

A person who has never had a legal problem before.

Question: What type of person chooses a lawyer the way they choose their plumber, by going to the yellow pages and picking the biggest ad in the book believing that they must be better than the other lawyers because they have a bigger ad?


A person in need of legal help who does not know an attorney.

A person who does not know a friend or relative who knows an attorney.

A person who has never had a legal problem before.

Does that sound familiar? It should. That’s the way many lawyers hoped their clients would find them. By taking out the biggest and loudest and most colorful ads they expected readers to rush to the phone because they were screaming louder than all the other lawyers who had similar ads.


Practice tip- If you understand this next point, you will be miles ahead of your colleagues and competitors.

“Why is someone going online to find an attorney?”

Have you asked your new clients why they used a particular advertising media to find you? Was it TV, radio, classifieds, newspaper display ads, a website, a video or something else? Did you ever try asking them “If a friend had recommended a lawyer that they used, would you have ever gone online to look for an attorney?”

“Why do you have a website or a blog?” is a question I often ask attorneys. “Because everyone has one today,” is the off-the-cuff response I get. “Yes,” but why do you have it?”

“To advertise,” is the response.

For those of you familiar with Dan Kennedy in the Glazer-Kennedy Insider’s Circle, he will often repeat that the goal of getting a customer is not to make a sale. Rather, the goal is to get a lifelong customer who trusts you and will buy from you repeatedly over their lifetime. Think about that. Then re-read it again. It’s profound and it’s 100% accurate. Most salespeople focus on just making that one-time sale. That’s the wrong mindset. Instead, develop a relationship where your viewers like you, trust you and learn from you. If you do that, they’ll keep coming back over and over again.

Now, how can you use that in your marketing messages online? Is your goal to get that one case that will pay for the newspaper ad? Or, is your goal to get someone in need of your legal services who likes you, trusts you, and will turn to you for all their legal needs?

When you create educational video, that’s exactly what you are doing. By educating viewers you are developing trust and showing your expertise at the same time. That’s the type of person who hires an attorney after watching his online videos.

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Gerry – I can’t thank you enough for guiding me through what would have been a disaster had anyone but you been behind the camera. My power point slides somehow disappeared from my laptop when using the hotel wireless internet … or maybe it was my “fat finger.” In any event, I knew the stuff because I had been giving public seminars on the content for years. But I tend to freeze without a visual cue. So, without visual cues, the day could well have been a huge disaster. While my practice niche is Elder Law, not PI or MedMal, you were like a football or basketball coach; despite my usual stumbles without visual cues, you were successful in getting me to go beyond the stumbles to a successful video shoot. Many thanks for your coaching!

Richard Habiger