Consumers looking for an attorney have traditionally relied on word-of-mouth referrals. If you didn't know someone who could refer you to a lawyer, you would have to search for one on your own.
The problem with all forms of traditional attorney advertising is that they didn't explain how they could help solve your legal problem. They didn't educate you and they never have.
With online video so prevalent today, consumers need only go online, do a Google search and find thousands of lawyers instantly. How then can a consumer filter out all the noise? With online video, attorneys who educate their consumers set themselves apart and inform their targeted clients. The best attorney videos don't talk about attorney credentials, since nobody really cares about that. Rather, a consumer only cares about how you can help solve their legal problems.
Educational video gets viewers to see you, hear you and begin to trust you before they ever walk in your door. That's the beauty of educating and empowering your consumer. Traditional forms of attorney advertising have been extremely truncated in both time and space. Specifically, a TV commercial had no way to educate a consumer within 30 seconds or 60 seconds. The same was true for radio. Yellow Pages ads were static and were nothing more than a lawyer trying to shout louder to anyone who was flipping through the book looking for an attorney. I've always asked consumers who use the Yellow Pages whether they want to hire an attorney the same way they hire a plumber.
Creating video to educate your consumers about how things work are much more powerful than all other forms of attorney marketing. Consumers are coming to expect attorneys to have video on their websites, and lawyers who fail to take advantage of this incredibly powerful tool will lose out big time when viewers skip over their websites in favor of other attorneys who provide useful and educational information.
