Referrals are still the most trusted way a potential client will find a lawyer.
In one study, forty-six percent of the respondents say they would ask a friend, family member or colleague, while 34 percent say they would contact a lawyer they know or whom they have used before. (**)
This is not surprising given that it’s personal and from a trusted source.
Lawyer Videos are about Building Trust
So how does a lawyer’s video fit into this?
Simply, it’s about building trust.
Video won’t replace direct human contact but it gets closer than other promotional methods.
It’s personal because a viewer gets to:
- know you
- hear you, and
- see you
It won’t replace a referral but it is a good substitute when referrals are not available.
Here are a number of tips about producing videos for lawyers.
1. Talk about yourself - NOT!
Notice, the emphasis is on NOT!
Despite what you may think, a potential client is usually not concerned about where you went to school, how many partners you have or one of the many lists found on a lawyer’s website.
The potential client has a specific problem. They need someone to solve it. Why else are they looking at your website?
You want videos that help them to find a solution by explaining how you have helped others solve a similar issue.
2. Try not to forget rule number one – Don’t talk about yourself!
3. Have videos that answer commonly asked questions.
Write down five –to- 10 most commonly asked questions that a client has when they meet with you for the first time.
Each answer is a video!
With this approach you begin to engage your audience and potential clients by answering the questions they want answered.
4. Educate your audience don’t sell to them.
How do you feel about car salesmen? You know the type that wants you to buy the next best thing.
How do you feel about a salesman who informs you about the features that various cars offer?
Both salesmen are selling cars, but the salesman educating you to help you make the right choice will usually have the upper hand.
As a lawyer, you don’t want to come across as a used car salesman.
As a lawyer you have specialized knowledge that a potential client wants to hear.
Therefore, answering commonly asked questions, a potential client has a chance to get to know you. And once they get to know you, they begin to trust you.
If you appear to be looking after their interests they will begin to see you as a potential advocate to have on their side.
So don’t sell - educate.
Show them how your expertise can be used to solve their issue.
So who will get a phone call: an expert or a slick used car salesman?
5. Avoid heavy scripted videos.
It takes a really good performer to read a script that sounds natural. Most people just sound formal or stilted.
Use an outline if you want to make sure you cover all your points, but it's important to sound as natural as possible.
It has to sound like a conversation not a monologue.
And think about it this way, if a potential client calls you on the phone – do you bring out a script. Not likely - because you already know the answers.
6. When hiring a video producer, it’s not about the equipment.
Don’t be fooled into thinking that all you need is a good camera.
It is important to have the right camera and lighting equipment, but the success of a video will be primarily in the skills of the producer.
They are the ones that must understand what you are communicating and that is more than just good lighting and a focused image.
** Source: http://www.abajournal.com
Steven Hunt has worked as a digital storyteller for more than 30 years. His work has appeared on CBC, VisionTV, CourtTV, Radio Canada, AXESSTV Sweden, RTP Portugal, SIC Portugal, Lanete Poland, AVRO Holland and the Documentary Channel US.
SDC Video Production is an independent producer of digital stories for websites and documentaries.