Video for Lawyers: Reach Across the Digital Divide to Engage Clients
Authenticity. Expertise. Integrity.
Short of making your case in person, there's no better way to convey these intangibles to prospective clients than video.
Video lets you reach across the digital divide and convey your warmth and character, along with your credentials.
Video also puts a name and a face to your practice, creating a personal connection with your audience. And last but not least, video gives you precise control over that critical first impression.
Video earns its place at the top of the virtual food chain with its ability to engage both our visual and auditory senses to create memories that are "sticky."
- Visuals Stick in Long-Term Memory
According to education consultant Dr. Lynell Burmark: "…unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain about seven bits of information ... Images, on the other hand, go directly into long-term memory where they are indelibly etched."
- Visuals Transmit Messages Faster
When it comes to images, the brain is fast. It can see images that last for just 13 milliseconds. In addition, our brains are pre-wired to automatically interpret relationships between objects, allowing for almost instant comprehension with minimal effort.
We also interpret visuals faster than the text associated with them. Take for example road signs. Which is faster to interpret: A sign describing a winding road or a picture of the road's S-curves?
- Visual Cues Trigger Emotions
Images cause faster and stronger reactions than words. The brain is designed to easily link visual stimuli and emotional response to form memories, which makes the information "sticky."
Paul Martin Lester, Ph.D., at California State University at Fullerton, wrote: "Words are easily forgotten, but pictures stay in our minds. We may not remember many of the facts that led to the brief student uprising in China's Tiananmen Square in 1989, but you can never forget the image of the lone protester standing defiantly in front of a line of menacing, green Chinese tanks."
Use Video to Engage People
What types of video will showcase your expertise and your authenticity? Consider these examples:
Profile Video
Example: Joe Horrox Law
A professionally produced biographical video introducing you is an invaluable first impression for prospective clients. An authentic video gives the viewer a sense of your personality and knowledge, allowing prospective clients to "get to know you" well before they meet you in person.
Videos that are sharp and crisp will look every bit as professional as you are.
A biographical video:
- Gives prospective clients a sense of your personality and sincerity.
- Instills confidence that you are a lawyer they can trust and work with.
- Allows you to share your expertise as well as your empathy for a more complete picture.
Pro Tip: Four times as many consumers would rather watch a video than read about a product or service.
Showcase Your Practice
Example: Moody Law
A welcome video expands the focus to include your staff and offfices. Prospective clients are able to see first hand what makes your practice and staff special.
A video also allows potential clients to familiarize themselves with your practice and the members of your team before they come through the front door.
A professional welcome video:
- Makes people feel more at ease by reducing uncertainty over the unknown.
- Makes them feel more confident about your practice.
- Creates a visual memory that sets you apart from your competition.
Pro Tip: Consider offering a "virtual tour" of your practice. This is an interactive option that allows online vistors to navigate through your office any time of day.
Testimonials
Example: Gary A. Zucker & Associates, P.C.
Reviews are important to every practice, but when testimonials come alive in video prospective clients actually see and hear the heartfelt stories of your thankful clients.
Video ensures your clients' compelling testimonials are available 24 hours a day, seven days a week … whenever a prospective client is looking for help.
Client testimonials:
- Bring reviews to life by allowing clients to share their stories, virtually one-on-one.
- Are more believable than text alone. Remember: Seeing is believing.
- Can be paired with additional footage, diagrams, and charts that further explain the issues and details of a case.
Pro Tip: 84% of people trust online reviews as much as a personal recommendation.
Interviews & Special Topics
Example: Younker Hyde Macfarlane
Interview videos open the door to special topics featuring your practice. Consider showcasing practice areas that will attract the high-value cases you are seeking.
The list of interview possibilities is limitless: Discuss legal developments, such as changes in the law. Define legal terms. Enlighten clients by answering frequently asked questions.
Each video offers further proof of your knowledge and expertise.
Interview videos:
- Can go beyond "talking heads" and feature you interacting with clients and other lawyers, showing your know-how and rapport.
- Allow you to show your expertise. Are you presenting at a law conference? Consider including a video highlighting your presentation.
- Can be used to answer common legal questions or educate viewers on timely issues.
Pro Tip: Share your video on social media to amplify its value. Did you know: 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.
Coming Soon: A Video-First World
The times are a changing. Mark Zuckerberg, CEO of Facebook, notes:
“Most of the content 10 years ago was text, and then photos, and now it’s quickly becoming videos. I just think that we’re going to be in a world a few years from now where the vast majority of the content that people consume online will be video.” — Mark Zuckerberg, Facebook
There is a wealth of information about attorneys online and clients themselves are more savvy when it comes to researching their options. By employing video, you can set yourself apart using your own personal brand: You.
After all, people buy from people, not businesses.
If you are considering adding video to your online portfolio, but uncertain where to turn, consider contacting Einstein Law.
We've pioneered video online since 2006 and have fine tuned the critical tactics that amplify their value. As with most things, including video, the details matter.
