Oldfield & Helsdon, PLLC
You advertise, right?
You use TV, radio, newspaper ads, display ads, classified ads. You hold seminars and you develop a large referral base. Yet for some reason, you struggle to get those large, high value cases? Why is that?
Many times I have been in the lawyers lounge in Court and hear attorneys complaining. What’s their complaint? “If only I had a few million-dollar cases, then I would be on easy street.” Then they conveniently point to very successful law firms who appear to get these multimillion dollar cases out of thin air and look upon them with jealousy.
If only they learned to figure out why those cases are attracted to those particular law firms like flies on a flytrap.
The obvious answer is that they are excellent attorneys who get excellent results. Success always breeds more success. Lawyers in the community recognize and reward lawyers who have extraordinary success. However, a consumer searching for an attorney may not have access to the same information about which lawyers are so successful.
Think about it. Why are those lawyers so successful, and others are not? If you had a file cabinet full of high-value multimillion dollar cases, I’m sure that you would be able to generate significant legal fees and achieve remarkable success simply by applying your knowledge and skill to the cases you handle.
Many attorneys fail to recognize that the marketing they are currently doing do not specifically target those high-value cases. Instead, they choose to use a shotgun approach and target all types of cases and their specialty. To give you a perfect example, imagine a personal injury attorney who markets himself as an accident lawyer who handles all types of accidents including slip and fall cases, dog bite cases, property damage cases, product liability cases, car accident cases, etc. That type of marketing simply dilutes your message.
A TV ad often doesn’t focus on one type of case (unless it’s a pharmaceutical case involving a medication that was taken off the market, or asbestos). A Yellow Pages ad all too often fails to target high-value cases, and instead adopts the one-size-fits-all approach.
When I ask attorneys why they aren’t getting those high-value cases, their answers revert to those marketing methods of successful firms.
However, there is a way that you can market to those high target and high-value clients and consumers. There is a way that you can craft and create a message that is highly-targeted and focuses only on those individual high-value cases. I won’t keep you in suspense any longer… the way to do that is by using education-based video to market your targeted message.
What does that mean? It means that you can create a series of videos addressed to your most profitable and highly targeted potential client. It means that you can provide information to people who may ultimately have a high-value case. There is no other form of attorney advertising that allows you to do as with video.
Video has the best return on your investment. Create a video once, put it up online and have it watched it 10 times or 100,000 times. The cost to have it watched one time or one million times is the same: NOTHING. You can’t say that about any other form of attorney advertising.
When you create a specific marketing message on video, that message is available for your ideal client who is actively searching for that information. That is totally different than typical attorney advertising which basically shouts out to the world that you have a service that a consumer may need at some point in the future. That shift in mindset is significant. Lawyers who fail to recognize how significant it is will clearly lose the ability to properly focus on their ideal client and high-value cases.
To learn more about how video can help improve your bottom line and target those high-value cases, I encourage you to call me for a free 30 minute phone consultation at 516-487-8207, where you will also receive a free copy of my book “How really smart lawyers are using video on the web to get more clients.” I look forward to your call.