Attorney Marketing with Video

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For seven years, Lawyerist has published an annual list of the best law firm websites. Now, you can find out what they have in common.

Did you know that over 2 million videos are watched on YouTube per day? Only six years ago, YouTube was a fledgling website and nobody knew what to do with video content. Now, it is the number two search engine in the world, directly behind Google. And by the way, guess who owns YouTube? The answer is . . . Google.


Never before have we, as attorneys, had a media that allows viewers to get to see us, hear us and begin to trust us before they ever walk into our office. Traditional forms of advertising have been mocked by late-night comedians for more than 30 years. If only we had an opportunity to explain to our viewers why our services are so valuable, then maybe attorneys would not have developed such a poor reputation and our advertisements would not be spoofed and laughed at.

Creating educational video is the future. It will help you market your practice online and off-line in more ways than you can imagine. It will allow you to form a personal bond with a viewer who watches and will allow you to stand out from the crowd. When using video, you will never have to say “come to me because I’m different and I can help you better than my competitor.”

This video series is designed to educate you and teach you about the benefits of creating video to market your law firm online. These videos will teach you about technique, and importantly, the mindset behind creating great attorney video.

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  • I agree with Gerry. I believe that the reluctance amongst a lot of the legal community to embrace video as a marketing device is very similar to previous reactions to other “new” technologies at the time — including the web, email, fax machines, etc.

    Of course, in the early days of the world wide web, it wasn’t easy to find someone to design a functional website, much less one that has interactive features such as the ability to host video or capture email addresses. As the cost of quality video goes down, I believe it’s popularity will increase and firms will start embracing it.

    At some point, a large firm will break new ground by having all its attorneys record a small video snippet that will serve as their bio, or at least will supplement their bio pages. Eventually I think this will be the norm, although it will take some time.

  • Good point of view…I totally agree and it’s good to have that voice out there educating others.

  • John & Danny,
    As you both know, the key to having great video is to educate your online viewer. By educating them with information they need to know (and not providing legal advice) you teach them something they didn’t know before.

    John- re: the video bio…I’ve had this discussion often with mid-sized to large law firms who believe that people who search for them want to see a video of their credentials. I totally disagree and here’s why.

    Someone searching online for an attorney doesn’t know an attorney or someone who can refer them to a lawyer. That online viewer doesn’t care about YOU. Here’s what they assume:
    1. That you went to law school,
    2. That you graduated and passed the bar exam,
    3. That you’re licensed in the state you practice in,
    4. That you have some level of experience in their matter.

    They don’t want to hear about your awards and publications. The only thing they want to know is how can you help THEM.

    • Wait, are you saying that we lawyers are self-centered? Scandalous!

      • Gerry: I agree with you that people searching online are looking for how you can help them. I think the video bio could accomplish that though. In my mind, the ideal video bio would be the attorney speaking either about the types of cases they’ve worked on or the ways in which they help their clients, perhaps with snippets of clients talking about what they liked about working with that lawyer. Kind of like a video version of a cocktail party where you have a real client vouching for you and a potential client who is asking what you can do for them. In that case, you wouldn’t say “I got my B.A. from here, and my J.D. from here…”

  • No, not self-centered…ego-centric is a better word :-)
    Originally, most attorney videos focused on the lawyer or law firm. If you count the number of times the attorney said “We” “I” “Our” in their video, you’d laugh. Turn it around. Focus on your viewer.

    “Here’s what YOU need to know if…”
    “3 Things You Should Know if…”

    It works.

  • Gerry, any advice on how to market videos to reluctant attorneys? I agree with you 100% on the importance of video, but am still trying to figure out how to convince clients who are either apprehensive or uninterested in this new technology. Any suggestions or tips that have worked for you in the past?

    • Megan-
      Ask the attorneys if they still use carbon paper to copy documents;
      Ask if they use a manual typewriter to type their memos and motions;
      Ask if they use a rotary dial telephone;
      Or how about 8 track tapes or cassette tapes?

      Lawyers who don’t change and adapt w/ the times become extinct. It’s that simple.