"Lead the Field" with Video in Your Law Firm Internet Marketing Plan

Posted on October 26, 2008 by Stephen Fairley

 

Earl Nightingale, author of the best-seller Lead the Field, once said “The secret to being successful in any business is to look around you and observe what everyone else is doing. . . .and then do the opposite.”

Those words certainly hold true in law firm Internet marketing. The point of them is to remind you that you must find a way to make your law firm Internet marketing approach stand out from the rest.

Frankly speaking, if your firm looks and sounds like every other firm in your city, state and field of practice, you give potential clients no reason to remember you or call you when they are in need of legal council.

The question is how can you make your law firm stand out from the rest, when virtually every attorney in the country has a web site and/or some affiliation with a law firm directory?

The answer may be simpler than you think.

Online video is a highly underused form of law firm Internet marketing that promises a big return. Whether you place your video on the homepage of your web site, or upload it to YouTube (a free online video-sharing platform), the benefits of a well-crafted video are undeniable.

Video adds value to your law firm Internet marketing approach in three ways:

  • It engages the viewer immediately and convinces them to stay awhile and listen to your message
  • It provides the viewer (aka potential client) with a chance to hear the authority in your voice, to see the sincerity in your face, and ultimately to get to know you, trust you and choose you
  • It enables you to tell the client precisely what makes you the better choice in legal support over your competitors

If you are looking for a way to “lead the field”, make online video a part of your law firm Internet marketing strategy.

In my next blog, I will provide tips on how to create an effective video like these from the Law Offices of Fern Trevino, The Dolan Law Firm, as well as my own video for the Rainmaker Institute.

 

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