What’s the Point of Your Educational Attorney Video? You’ve Got a Point, Don’t You?

It’s not to show off how smart you are.

It’s not to showcase your brilliance.

It’s not to give a biographical expose on why you wanted to be a lawyer since you were five years old.

What’s the point?

Here are a few points that will help you understand the point.

  • To educate your viewer about a problem.
  • To teach them about THEIR problem.
  • To show them a solution that you were able to obtain with THEIR problem.

Some lawyers think the point of creating attorney video is to get the client to sign up with them immediately.

Others believe an attorney video should develop trust.

Still others believe that video should simply be a way to brand your overall marketing message without any direct call to action.

Here’s what I think.

I think attorney video must be a combination of an educational tool that develops and builds trust with a viewer who is searching for information.

I think the whole branding thing is misguided and frankly a total waste of your time.

Viewers don’t care what your name is. Viewers don’t care what your slogan is. If you focus on those items, chances are some marketing guru is telling you how important those things are. The reason I say those are irrelevant is because consumers do not hire you based upon your name or your catchy slogan. Those things also fail to build trust despite the fact that there might be name recognition.

In my opinion, the entire purpose of creating educational attorney video is to build trust and then get the viewer interested enough to raise his hand for more information. That’s it.

  • You cannot and should not expect your video to convert a viewer into an instant client.
  • You cannot and should not expect that your viewer will fall head over heels with you simply by watching one of your videos.
  • You cannot and should not expect that your viewer will begin to trust you with only a single video.

However, how compelling would it be if your viewer were to watch 10 of your educational videos that taught him something he did not already know? How much trust do you think you could gain if he watched 20 of your educational lawyer videos? About 30? Or 40? Or 50?

You might think I’m being facetious.

I’m not.

It’s fair to say that the more useful information you provide to your viewer, you are seen as the go-to resource for someone who is seeking more information.

Your point of creating great attorney videos is simply to get a viewer interested in what you have to say, begin to trust you and then raise his hand for more information. That’s the point.

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Gerry, I've read your book and watched at least 100 of your videos, and follow your blog, so "I feel like I know you already!".

I wanted to introduce myself, I work for an attorney, David Aylor, in the Charleston, SC area. I do all his in house marketing, and most recently have focused on video marketing, using your approach.

We started exploring the strategy last July, started filming by September, and published the first video to YouTube Nov. 1. I am now publishing 2 videos per week and the response had been great.

I want to share with you how we have be utilizing the material on Facebook, to build a community of "friends" of the law firm. These are previous clients, referral sources, friends of the staff, other attorneys, new media (radio, TV, and print) as well as other prominent folks in the community.

I really was against the idea of Facebook marketing at first (because I think there's alot of hacks and snake oil salesmen in the "social media/SEO marketing" world). But I was very wrong, the content we are creating is being liked, shared, and commented on, and Facebook's strong community platform (and it's EdgeRank algorithm) is giving us a great way to keep our "inner circle" close to the office, and relevant in the minds of them and their friends.

This was the first video we posted to Facebook-
"Can My Facebook Profile Be Used As Evidence In Court?"
95 likes, 25 comments, 27 shares

The local NBC anchor actually saw it in his Facebook feed from a friend sharing it, and interviewed David Aylor for a 6 o'clock news story on Social Media and Privacy in the legal system. (you can see here if you'd like http://bit.ly/VyALj4)

I would love to show you more about how I'm strategizing these videos for YouTube use as well as Facebook now. I think there are definitely some areas of practice and law firms that it wouldn't work for, but I'm sure there are a bunch that would benefit from it.

Thanks for all you do, and I hope I get the pleasure of meeting you soon!

David Haskins