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