That’s a pretty bold claim I made in that headline.
It’s kind of like this picture here to the left (above). You may recognize it. It is a famous painting of the Loch Ness Monster.
It also makes a pretty bold claim. You know the story. There’s this big monster living in a lake in Inverness, Scotland.
Hundreds of millions, if not at least a billion people have heard of this monster.
However, what’s even weirder is the story about the attorney, pictured to the right of the monster.
This Massachusetts-based attorney essentially plagiarized the formula used to make the Loch Ness monster famous and became one of the most successful attorneys in his local area.
We did an interview with him recently, and here is a very quick clip of what he said:
In today’s article, we’ll be exploring exactly how you can create astonishingly effective marketing videos for your law firm.
It is deceptively simple yet captures your prospect’s attention, unlike anything they’ve seen before.
They’ll feel like they already know you, trust you, and you become their only logical choice.
It is a formula as old as the legend of the Loch Ness monster itself.
1. The Story Formula
How to create law firm videos that rapidly build trust with your prospects
About 1,500 years ago, a tribe in Scotland drew some cave paintings of the Loch Ness monster.
Apparently, the monster bit a swimmer and went to attack another man when Saint Columba told the monster to “Go back”.
People believed this story as much as they believed any fairy tale. It was something to tell the kids before they go to bed. However, nobody took it seriously.
Until 1933.
The Daily Mail commissioned a big game hunter to find the monster.
Lo and behold, he found evidence in the form of huge footprints.
Then, a year later this photograph was taken. It caused an international sensation.
We know that the entire thing was fake.
The footprints were made by a large umbrella. The picture was a wooden toy submerged in shallow water.
However, there was one fact that nobody at the time was considering.
Something happened that made a small group of people very rich.
This myth has added $80m per year to the local economy.
Multiply that by 70 years and we’re talking about $5.6 billion to an area with a population nine times smaller than Tampa, Florida.
People in that small area are still cashing in on this.
Stories sell.
However, for a law firm to tell a compelling story that draws people in (and doesn’t outright lie like the Daily Mail), seems difficult.
Let’s take a look at how Richard Fitzpatrick did it.
How do you think a prospect feels when they watch this?
#1. Relatable–Here’s how you helped people EXACTLY like them (social proof).
They can instantly put themselves in the shoes of the client. The clients are local, ordinary people, who needed help, and they got it. Here’s the bottom line. People are intimidated by lawyers and by law firms. This removes that surface-level fear.
#2. Authority – This is our law firm. We are professional and compassionate.
Not only does the video give you instant authority, but the way that the firm is represented throughout the video paints a picture of the firm itself. And you know this is true. When you watched that short video, the word “amateur” didn’t come to mind. No, instead you couldn’t help but believe that this was a professional firm who know what they are doing.
#3. You – Who’s the person behind it all?
Can I work with them? Are they approachable? Are they like me?
Those are the questions people always ask.
The most successful businesses in the world always have a ‘someone’ behind them. That’s because people like doing business with people. They do not like doing business with a ‘firm’ or a ‘company’.
Think, Elon Musk, Steve Jobs, Jeff Bezos, and Richard Branson. People are fascinated by the person behind it all and in their story.
#4. Value– Is it useful?
Did you waste people’s time, or did you give them value?
How many times have you watched a cool story or branding video, but it actually just wasted your time?
By revealing a piece of information that the prospect may not have known before, you can quickly overcome that.
Notice how, in this instance, Richard mentioned that “…people have more rights than they think they do. The laws were designed to help people like them.”
That small piece of information is all that was needed. Most attorneys assume their potential prospects know a lot more than they actually do. Don’t fall into this mistake.
Go up and watch the video again if you like. See if you can notice each one of these four elements.
2. Marketing Your New Video
How to blanket your local market and become the only logical choice
The story itself is simply one piece of the puzzle. You also have to get eyeballs on it.
The Daily Mail and people of Loch Ness distributed their story to the world on every medium they had available.
They used newspapers, radio, television, magazines, and even movies.
Things are different now. By 2022, online videos will consist of more than 82% of all internet traffic — fifteen times bigger than it was in 2017. (Cisco)
You’re going to tap into that huge reservoir.
Having a branding video, like the one you saw from Fitzpatrick, opens up an entirely new realm of advertising. One that is usually reserved for companies spending millions of dollars.
Six Second Video Commercial Example
Once someone visits your website, you want to retarget them with this kind of video. It is a quick six-second pre-roll video that keeps you top of mind.
Audiences to test:
- Warm retargeting audience.
Fifteen Second Video Commercial Example
You can use this video in both your retargeting and cold audiences.
Inside of Google Ads, you can choose an audience who have searched for keywords related to your law firm.
Put this video in front of them on YouTube and other Google Ad Partner sites.
Audiences to test:
- Cold keyword targeted audience.
- Warm retargeting audience.
30-Second Video Commercial Example
You’d be surprised about how much you can fit into a 30 second video about your law firm if you focus on relating to your prospect’s problem.
This story is short, but very compelling. Therefore, your best bet is to advertise this on YouTube, Facebook, and Instagram. Make sure you do it within your city or town.
Audiences to test:
- Cold keyword targeted audience.
- Cold location-based audiences.
- Warm retargeting audience.
60-Second Video Commercial Examples
There are two kinds of 60-second video commercials. The first is about you. It is designed to tell your story to an audience who doesn’t know you.
We call it a General Stack, because we stack the most compelling elements of your story into a short and punchy one-minute video.
This version will go on your ‘About’ section on all lead generation pages.
The General Stack:
The Testimonial
The second one-minute video is about your prospects. We call it The Testimonial.
Like the 30s video, it is designed to be relatable. It isn’t about you; it is about one of the clients you have helped.
Here’s an example.
Audiences to test:
- Cold keyword targeted audience.
- Cold location-based audiences.
- Warm retargeting audience.
- Embedded on your website.
- Embedded on lead generation pages.
3. Use FAQ Marketing Videos To Provide Value In Their Newsfeed
Law firm marketing videos which actually work
These videos are simple. They are easy to make and don’t have to be polished.
Basically, jot down the questions you get asked the most in a typical week and answer them on camera.
You can add these videos to an FAQ page on your website.
However, an even smarter strategy is to use them to create the Baader-Meinhof phenomenon.
This is a strategy we deploy in all our advertising campaigns for attorneys.
In a nutshell, someone searches for an attorney, and then that same attorney pops up in their newsfeed with a video answering a question they are most likely thinking about. No hard sales pitch. Just value.
This ‘odd coincidence’ is known as the Baader-Meinhof phenomenon. It is a little psychological trigger that makes prospects notice you wherever they go.
Here is an example of an FAQ video:
Video Marketing Statistics
Why your law firm needs to take action now
- 81% of companies use video as a marketing tool. (Hubspot)
- 60% of people would prefer to watch videos on the internet than TV. (Google)
- Mobile video watch time increases by 100% every 12 months. (Insivia)
- By 2022, online videos will consist of more than 82% of all internet traffic — fifteen times bigger than it was in 2017. (Cisco)
- 78% of consumers watch online videos every week, and 55% view videos every day. (HubSpot)
- A Facebook executive predicted that their platform would be all video and no text by 2021. (Quartz)
- YouTube is the second most popular website after Google. (Alexa)
- Users view more than 1 billion hours of video each day on YouTube. (YouTube)
- 59% of executives say they would rather watch a video than read text. (Wordstream)
- 75% of all video plays are on mobile devices. (eMarketer)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- People are 1.5 times more likely to watch video on their mobile phones. (Facebook)
- 92% of users watching video on mobile will share it with others. (Wordstream)
- One million minutes of video crosses the internet every second. (Cisco)
If you want us to shoot a video for your law firm and take care of all your video marketing, then schedule an appointment here.
Here’s how it works:
- Storyboard your video.
- Help you to get in touch with past happy clients.
- Fly out to your office and do all the filming in one day.
- We edit the video, pick out the music, and put together a world class mini-documentary style video of 2-3 mins.
- We create 15-18 additional videos from the footage we shoot.
- We upload the videos and add them to your website and lead generation pages.
- We create ads and run them on your social media channels, including Instagram, YouTube, Facebook, and other video sites.
Anyone exposed to these marketing videos will instantly see you as the authority in your space. You’ll get immediate respect and the prospects will feel like they know you.
Just like the video I showed you of Richard Fitzpatrick at the start of this article.
The only people likely to be upset that you’ve taken this step are your competitors.
Go ahead, book an appointment with us and we’ll get started right away.
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