How’s your bedside manner? Do people like you? Most people feel I’m too opinionated and don’t across as warm and fuzzy. Videos are clearly not for me. Having said that, there are lots of attorneys out there who can benefit from the use of videos, especially videos that rank well on Google. Every facet of the law has nuances that can become tricky or are relatively unknown by consumers. Use this knowledge to educate. Now, do I think you need to prepare a massive dissertation about a specific topic? No, not at all, as a matter of fact, quite on the contrary. Some of the most effective videos are the ones that are super short. I’m talking about a minute of less. All of the videos should follow a specific sales format. Yes, I just used the “s” word, something the Bar doesn’t really want you to do, but let’s face it, the Bar isn’t exactly a great authority in matters of business development.
Short videos done right can certainly drive leads. Here is a quick synopsis of how a good lawyer video shall be done. I’m going to use a video for an Orlando DUI Attorney, The Ladan Law Firm, P.A., as an example. We can’t show the video here, but the following information will give you plenty of insight on how to do it.
Forget about recording yourself. You’ll worry about lighting, dress, setup, etc. You probably already have powerpoint on your PC. Invest in a screen capture software program. Personally, I really like snagit. At last check, I think it costs around $50.
Build a 5-7 slide power point presentation on a specific subject. Then, after you built it, simply record the powerpoint presentation with snagit and voice it over with your own mic.
Make the first slide a catchy image and place your contact info on that image. Make slide #2 a quick reference slide of your law firm. Make slide #3 the problem slide. Here you want to delve into the viewers problem they may have and what the consequence of the bad outcome could be. In other words, this is the slide where you “get real” about their situation. Slide #4 is the slide where you let them know that you are here to take their troubles away. You want to make it a very warm and fuzzy slide. Here, a photo of you smiling is allowed. Sell the emotion, not the service. Slide number 5 is your third party validation slide. On this slide you’ll push your success story. Here you will promote what you have done for others. Now, I understand you are running close to the edge of allowable content, based on Bar rules, but I’m sure you can figure out how to make it happen. You are a lawyer. Figure it out. Next slide is a synopsis slide. This slide reiterates the problem and the solution. It’s designed as the final hook, to hopefully make someone call you. The final slide is simply your contact information. Name, website, phone number. Solid Call to action. Consider using an incentive, especially if your competitors are.
Videos don’t have to be fancy. For many viewers, fancy equals expensive. You want to provide solid information in a manner easily digestable by the end-user. Get in the habit of making one video per month. Pay a SEO company to promote the video. Have them provide you with monthly rank tracking reports. Any decent SEO company should be able to push your video to the top of google within 4-6 months.