5 Ways To Make A Lawyer Video Effective

Of course, nobody wants to sit around and binge watch the cheesy lawyer ads we have seen on daytime TV since we were all children. The key to achieving the desired result is to incorporate storytelling into your video and making that video feel more like the movie than your traditional lawyer ads. How do you accomplish this?

• 01

  Tell your story

  It’s common for lawyers think that there’s nothing interesting about their firm or about how or why they started it but this is a fallacy. Tim Ferris, (Famous venture capitalist, podcaster and author of “The 4 Hour Work Week”) often says, (paraphrasing) ‘if you find yourself around people who aren’t interesting, the problem is that you’re not asking the right questions’. We have found this to be an absolute truth and one that applies to law firms as well. Whether you practice real estate law, probate or personal injury, there’s an interesting story that led you here (other than ‘making money’) and that story needs to be uncovered in your video.

  

• 02

  Address the common pain points your clients have

  Of course there’s specific issues or problems people come to your firm. For your video, and marketing in general, however, it’s important to think about those issues at a higher level as a pain point. People only buy something if there’s a pain. The greater the pain, the more important the buying decision. For some lawyers, the pain they solve is sadness. For some it’s anger. Others, it’s security (the lack of). Showing your client that you understand their pain. The nuance of it, the intensity of it and the consequences of it, all this is critical to your marketing message.

  

• 03

  Identify your biggest advantages in your market and tie that back to the client’s pain

  Every firm has that moment when a potential client says, “why should I hire you over competitor x?” It’s incredibly important to not give a lazy answer here but rather one that is compelling. One that identifies you as THE no brainer decision for your client’s problem because of how uniquely qualified you are to address their pain in a way no one else can. It’s here that your client can start to envision how their life could be rid of the pain they are facing with your help and we want to paint that picture in a way where they don’t need much of an imagination

  

• 04

  Make it real

  In the old media days, you would oftentimes see lawyers have success creating a phony character or caricature of themselves and then advertising around. This no longer works. The modern consumer is more savvy. With access to unlimited information in their jeans pocket, they can research reviews, look at social media, read blogs and make an informed decision accordingly. For your video to make the impact you want, your
  message must be authentic in every way.

  

• 05

  Production value matters

  Production value is not everything of course but it certainly matters a great deal. Think of it this way; the higher the stakes your clients have, the more scrupulous they will likely be in making the decision on who to hire. Do you think a low budget video will send the right message to your potential clients that you are right choice? In all honesty for some lower level legal issues the answer may be yes but most of our clients are looking for high value clients with serious problems and for them, we would never recommend saving a few hundred or thousand dollars when the cost of losing a single client can be in the millions.