How can you use the psychology of communicating by video to get your viewer to trust you without ever meeting you?
Like it or not, we are all marketers. You may call yourself an attorney, but at heart, you’re a marketer. You may feel you are a professional. You graduated with a J.D. degree. And now here you are being told that you are a marketer and not really an attorney who helps people with their legal problems.
You have this perception of what it means to be a lawyer.
However, that’s the problem. It is your perception. It is not your ideal clients’ perception. They perceive what you do differently than you. You see, nobody wakes up in the morning and says, “I wonder which lawyer I’m going to choose today if I get into a car accident.” In the personal injury and medical malpractice field, nobody needs us or pays attention to us if they don’t need us.
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It’s only when they have a problem. It’s only when they were in a car accident. It’s only when they slipped on ice, landing them in the operating room. It’s only when their doctor was careless and caused permanent harm. Those are the people we try to reach. Those are the people we want to recognize us.
We want them to pick us!
“Ooh, Ooh Mr. Patient, Pick Me! Pick Me!
I envision a stadium filled with similar looking lawyers, all dressed in dark suits carrying leather briefcases. Their black leather shoes shining brightly. All these fancy lawyers are sitting in their stadium seats waiting for the next victim to appear on the field.
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Similar to a taxi cab waiting at the airport for their next fare. Waiting in line without any regard for whom the next person is. The unsuspecting fare is not caring who is behind the wheel of their convenient method of transportation. When a victim finally appears on a stretcher on the 50-yard line, he picks his head up and looks around. He sees a swarm of dark-suited, white-shirted well-dressed lawyers, each vying for his attention.
One has a Porsche key fob attached to his belt clip. One lawyer holds a sign up saying “Free Consultation.” Another holds a sign up, saying, “I Fight Hard For Your Rights” Yet another is bare-chested, and on his chest, you see the painted words “Injured? Call Me!”
“Sign up with me, and I’ll get you a quick settlement,” one shouts. “My law firm has 65 years combined experience handling cases like yours,” yet another one screams out.
How the hell can this poor injured guy figure out who is right for him? How does he distinguish any of them? They all look the same. They all talk the same. Some have more experience than others. Some say, “I Give You Personal Attention!” Another shouts “Come to My Office and Get Free Parking!” One bold lawyer says loudly, “I Got a Similar Client 1 Million Dollars!” Another chimes in and says, “Oh Yeah? I Got My Client. 2Million Dollars!”
The poor injured victim still has no clue which of the thousands of lawyers is right for him and his case. This guy doesn’t know a personal injury lawyer. Nor does he know someone who can refer him to a trusted lawyer.
There’s a Lack of Trust here. The victim doesn’t trust any of these attorneys. The reality is that lawyers just don’t have the same credibility that we used to have. Let’s get right to the point.
When a victim is searching for an attorney, you as a marketer, Must Create Trust. That’s the Only way to stand out from the crowd. How can you do that today? The best way to do that is to meet the client in person and have a long face-to-face chat to learn about them and then explain how you can help solve their legal problems.
Believe it or not, when you meet clients in person and have that hour-long consultation, that is marketing! You are marketing your knowledge. You are marketing your empathy, your experience, and your desire to help. In that initial marketing meeting, you are generating Trust with your potential client.
How? By listening. By being compassionate. By expressing understanding about their legal problem. That’s great, but this is an article about Video Marketing, not face to face marketing, right?
Yes, but those principles are directly applied to your video marketing. Since our injured victim doesn’t know an attorney, he will likely go online to search for a lawyer.
In next months article we will discuss what your potential client will do next… and how video marketing will affect your potential relationship with them…
