How many calls do you get from people who have legal problems who are searching for an attorney outside the state where you practice law?
How many times do you get a case inquiry from a person who lives across the country saying they found you because of your videos on YouTube?
How often do you remind viewers that you only practice law in your particular state, but for some reason out-of-state viewers keep calling you to ask for your legal help?
This is a fascinating concept that I only began to understand what I created video to market my practice. Interestingly, every one of my videos tells the viewer that I am a “New York medical malpractice and personal injury trial lawyer, practicing law in the state of New York.”
If a viewer sees me say it, hears me say it and the title of my video says ‘New York medical malpractice lawyer’, why would someone from California with a possible case happening in California pick up the phone to call me, a NY attorney, for legal help? Why do I receive calls and e-mails from people in every state in the United States asking for my legal assistance? It took me a while to finally figure it out.
I began asking these callers why they would call me, knowing full well I only practice law in the state of New York. I would ask them what prompted them to pick up the phone and call me instead of all the lawyers who practice in their state.
The responses were universally similar. Want to know what they said?
- They said I gave them useful information.
- They said I educated them.
- They said I talked about things they didn’t know before.
- They couldn’t find any lawyers in their state who were doing the same thing.
They said they liked the no-nonsense, straight forward approach to teaching and educating them. I didn’t talk down to anyone and I didn’t talk about myself.
When I reminded these callers that I could not give them any legal advice since I only practice in New York, they were very disappointed. Yet every single one of these callers thanked me for providing useful information.
How many of your viewers thank you for the content you put online? If they have not, you need to ask yourself “why not?”
What content and information can you provide to your ideal viewer who needs this information, without ever giving any legal advice?
The remarkable thing about getting calls and e-mails from people across the country who have legal problems in search of an attorney to help solve their problems is that I now have an entire referral network throughout the country. Before I created videos to market my law firm, I never had this type of referral network. Now when somebody calls asking for legal help outside the state of New York, I have the opportunity to refer them to excellent attorneys throughout the country.