What’s Education-Based Video Marketing for Attorneys?

booksIt’s like nothing you’ve ever seen before.

It’s like nothing you have ever done before.

It’s remarkable.

It’s really cool.

It changes the focus of your marketing message from YOU to your ideal client and consumer.

It allows you to teach and educate your consumer.


I was talking with an attorney the other day at a legal marketing seminar. He has used lots of different media to market his law firm. He has used TV ads with a zero ROI. No matter what changes he makes to his TV ads, he doesn’t get any calls.

No matter how often he runs the ads, he doesn’t get any calls.

I asked him how a viewer is able to distinguish his TV ads from one of his competitors who run TV ads in the same geographic area.

He looked at me as if I asked him a probing question and he appeared stumped.

Then he reverted to TV and YP slogans. “I care more…” “I give personal attention…” “We have over 50 years combined experience…”

Still, not aware of his cliched answers, I asked “Let’s say your viewer sees your TV ads and your competitor says the same thing, how are you different in your ads than your competitor?”

He looked at me as if trying to decide whether I was cross-examining him or trying to help and finally said “I’m not.”

Therein lies the problem. He’s finally admitted it. He finally sees it.

Now he can get to work addressing the problem.


I asked him if he teaches his consumers about information they need to know.

“No,” he responded. “Why would I need to teach my consumers and what would I ever teach them?”

I explained that by teaching and educating your consumers you help them understand the process of how things work. When you do this with video, this type of message is very powerful and allows you to stand apart from everyone else who creates the same type of message like those TV attorneys create.

Then, you can multipurpose your attorney video message into educational messages using all available media including FAQ’s, blog posts, articles and much more.

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During the videotaping, you would stop and correct us when we needed correcting. During the videotaping, you let us go along on topics that you felt were interesting that may not be direct to the point but would capture our audience. When we were shy a topic, you threw one out at us. When we needed to be given direction, you gave us that direction. I can only say to anybody who’s considering Gerry Oginski for this process, that there should be no one else that you should consider.

Andrew Siegel
Siegel & Coonerty, LLP