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How Can Your Video Stand Out From the Competition?

Do you have videos on your law firm website? You should! 90% of users say a video about a product is helpful to their decision process (For statistics, see unisourceworldwide and digitalsherpa).

Video marketing is very different than a TV commercial.  A TV commercial is usually a 10, 15 or 30 second advertising spot while video marketing is a longer video commonly used for marketing on a website and social networks like Youtube, Facebook and Linkedin.

Videos made for marketing have entirely different goals, messages and lengths. As with advertising on TV, the message is crucial. The message in a marketing video must engage the viewer. Fail that and you wasted your money.

The inspiration for this article was an article I read, written by a producer of attorney videos.  He described the 3 elements to consider when producing lawyer marketing videos.

He says the first element is to engage your target clients.  This seems obvious but it’s usually ignored by lawyers who seem to think their name and results are the only message that matters.  I hate to say it, but potential clients have no idea who you are and they really don’t care about your results.

However, the example given in the article showing how to engage target clients was not good, “…if you are a personal injury attorney create videos on the steps your clients should take if involved in a car accident.”  This is seen on almost every attorney website and doesn’t provide any information people don’t already know.  It will bore potential clients and certainly won’t engage them.

What to avoid:

  • Don’t provide common sense information that most people already know
  • Don’t talk about yourself or brag about your law firm or your cases.

No one cares about you but everyone wants to know what’s “in it for them”, so how do you engage potential clients?

What to include in website marketing videos — Tell potential clients:

  • What you can do for them
  • How you can help them
  • Answer a question the client may have when they call you
  • Answer a question the client may have about their case

A great example is this video produced by Today’s Esquire ( which accomplishes these points in under 4 minutes. This video will engage potential clients and is likely to result in a potential client caller the lawyer.

Questions answered in your video should be those that affect your client personally and has nothing to do with you. Take a minute and look back at the questions your previous clients asked you, from your first contact and throughout the case.

More great example are Gerry Oginski’s videos ( such as “Pain & Suffering-How Do You Explain It?”  It asks a question that can even make a lawyer watch it.  Gerry’s video will engage potential clients.  Go ahead, watch it!


1 Comment »

  1. I think it's really important that any video include "case studies." For example, if you're a personal injury lawyer, right in the beginning of the video it's good to show, in a discrete way, your noteworthy settlements.

    By showing them, you set the stage for a prospective client to "trust" what your saying.

    Comment by Jason — 2/24/2015 @ 12:40 pm

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