“You Know It All, Don’t You?” asked the client

Jane sat across from the attorney’s desk mesmerized. She sat quietly looking at him while he talked. He talked and talked and didn’t stop. He gestured. He used his hands. He got up once or twice. Mostly he just talked.

In fact, he spoke for 30 minutes straight without stopping. Jane retained only a small portion of what he was talking about but kept thinking to herself “You know it all, don’t you?” while watching this lawyer go on and on.

If you like to talk while your client sits in front of you and you can relate to this story, I have a suggestion for you.

Stop what you’re doing. Stop talking.

Listen to your potential client.

  • Ask key questions.
  • Absorb.
  • Understand.
  • Comprehend.

When they’ve finished answering your questions, talk. When they have stopped telling you their story, ask more pointed questions.

Look into their eyes when they talk to you. Don’t stare at your watch. Don’t scroll through your Facebook posts on your iPhone while they’re looking for legal answers. Put down your pen and paper and pay attention.

When a lawyer says “We give personal attention,” it shouldn’t mean you bring them into your office and are continually distracted while the client is talking.

When you create video to market your law firm, you should be following the same formula. Pay attention to your client’s needs and what information they are looking for. Consider your client as the source of content you need to create. Do NOT focus on information YOU want to give them.

Otherwise, your viewer will think you know it all, don’t you?

That’s not a good thing in this video marketing context. Being a ‘know-it-all’ has a downside. You may come across as cocky or arrogant.

Think about a teacher you had whom you enjoyed. You learned a lot from this teacher. You keenly remember this teacher.

Why?

Chances are that the teacher educated you.

Taught you.

Explained things to you.

Simplified complex concepts and told stories that related to what she was teaching.

Now why can’t you do the same with your educational attorney video?

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Testimonials

Gerry – I can’t thank you enough for guiding me through what would have been a disaster had anyone but you been behind the camera. My power point slides somehow disappeared from my laptop when using the hotel wireless internet … or maybe it was my “fat finger.” In any event, I knew the stuff because I had been giving public seminars on the content for years. But I tend to freeze without a visual cue. So, without visual cues, the day could well have been a huge disaster. While my practice niche is Elder Law, not PI or MedMal, you were like a football or basketball coach; despite my usual stumbles without visual cues, you were successful in getting me to go beyond the stumbles to a successful video shoot. Many thanks for your coaching!

Richard Habiger
HabigerElderLaw.com