In June, we discussed that you are a marketer as well as a lawyer and how your face to face meetings with your potential clients were linked to your video marketing… Let’s Continue…
He’ll go to Google then he’s going to scroll. Dan Kennedy likes to say that selling and marketing online is like wading through the swamp. There’s so much crap out there. It now takes tremendous effort for someone searching to find exactly what they’re looking for.
Now potential clients are online and scrolling through thousands of lawyers and their websites who are all screaming the same thing. The problem is that most of these lawyers fail to generate trust. A careful look at what they’re saying shows they’re mostly talking about themselves!
“LOOK AT MY GREAT VERDICTS!”, “LOOK AT ALL OF MY WONDERFUL BAR ASSOCIATION AWARDS!”, “LOOK AT MY EXPENSIVE OFFICE AND FANCY FURNITURE!”,
“LOOK AT THESE MADE-UP AWARDS FROM ORGANIZATIONS THAT JUST TOOK MY MONEY AND GAVE ME AN ONLINE BADGE!” None of these things generate trust.
You think they do, but in reality, they don’t. That’s because your ideal client has a different perception of what you do.
The key to marketing YOUR legal services is to recognize how your ideal client perceives YOU.
One of the BEST ways to generate trust online is to teach your viewer something they didn’t know. Doing that shows them that you’re trying to help. It shows them you have knowledge about their particular problem. The moment you start explaining how their type of case works, you become a trusted resource. Someone they can turn to for answers to their questions.
You give this information away every day for free. You provide these explanations to potential clients every day when they walk into your office. Why do you do that? Because you’re a marketer at heart. Because you want your potential client to sign up with you, you want them to sign your retainer. You want to convince them that you’re the right attorney for them.
How do you accomplish that? Simple.
By asking questions and listening to their answers. By giving legal advice. By explaining how their case is similar to the one you recently handled. When you do this on video, your viewer gets to know you. They get to see your smile. They get to like you and your personality.
Then, when they realize you can help solve their problem, they begin to trust you.
Now let’s get back to the title of this article.
Why does video marketing work so well?
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Because you can create a message one time, and have it watched thousands of times all for the same cost. That one video message, if done correctly, can help you generate trust with your viewer. You can’t generate trust if your video talks about yourself and your firm. I call that bragging. This is what many lawyers still do with their videos…
“HEY, YOU! YES, YOU! I WANT YOU TO STOP SCROLLING THROUGH ALL THE LAWYER VIDEOS AND ATTORNEY WEBSITES AND LISTEN TO ME TALK ABOUT HOW GREAT I AM AND WHY I DECIDED TO BECOME AN ATTORNEY!
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HEY YOU… DON’T LEAVE. I’M SHOUTING AT YOU LOUDER NOW! LISTEN TO ME DAMMIT! I TOIL AWAY FOR 16 HOURS A DAY IN MY LAW FIRM AND I’M BETTER THAN THE OTHER LAWYERS… HEY YOU! I SAID PAY ATTENTION TO ME. I’M TELLING YOU HOW WONDERFUL I AM! Eyes forward. Don’t you turn your attention away from me…You’re going to regret not finishing this video…DON’T CLICK AWAY!”
Nobody likes a braggart no matter how wonderful YOU think your credentials and experience are. If you don’t believe me, think about how you feel when you’re at a party, and you meet someone new. Imagine in the span of five minutes this person tells you nonstop about who he is, what he does, and how many clients he has. Imagine he tells you about all his awards and certificates and how many people love what he does.
You didn’t ask him for any of that information. You didn’t want to know any of that. You just didn’t care. He’s a braggart. You’re looking around the room to make a hasty exit away from this guy. Don’t be that guy. That guy doesn’t generate trust.
You want to be a trusted resource. You want your viewer to recognize that you have the information they need. You don’t do that by talking about “ME, ME, ME!” Instead, you do that by talking about them. About their problem. About how their case works. This way they get to know you, like you and trust you BEFORE they ever pick up the phone to call you.
Understanding the psychology of why video marketing works so well will help you stand out from all those stadium lawyers trying to shout louder than the next one.
On a personal note…
This summer, my videos were watched in excess of 192,000 minutes over a 30-day period. That’s insane. I am also on track to have 3,000 educational videos online by January 2019. I currently have 2,927 online. Why do I share these personal stats with you? Not to brag, but to validate the concepts I’ve discussed in the article above.
Does this video marketing psychology work? My videos have been responsible for generating daily calls, valid cases, and settlements in excess of $12 million dollars over the past ten years. That’s not bragging. That’s a fact. Now get out there and create videos that generate trust with your viewer.
