People often to underestimate the importance of a friendly face when it comes to marketing, particularly in the legal community. When people are looking for someone that can assist them with their needs, they want someone they can relate to, someone that they feel understands them, and of course someone that’s actually willing to help them. These traits are often judged through a natural combination of visual appearance and interaction (does this person look friendly, do they seem to understand what I need, etc). Given the limitations of interacting face to face with individual clients on the web, you may consider taking advantage of attorney video marketing as a powerful way to connect with potential clients.
What is the Appeal of Videos?
Many advertisements that you see in print and online ads are impersonal, generic, and overly salesy. While they may have some visual appeal, they’re often lacking in an ability to convey trust and personality – critical elements to a succesful sale. Not surprisingly, recent studies have shown that the more complex the product or service a person is after, the less likely impersonal advertisements will be successful. For instance, if a person is suffering from some form of illness, they are unlikely to choose a hospital with ads that look impressive but seem to focus more on gaining the attention of the person rather than trying to relate to them. This is in part due to the inherent limitations found in 2D advertisements, but one that can be overcome with proper implementation of video technology.
Capturing the Attention of a Potential Client
To overcome the limitations of 2D based advertisements in the legal community, attorney video marketing offers an alternative method of engaging potential clients, and beginning to build a relationship. The use of this strategy operates under the fairly straightforward notion that a properly produced video enables the person in it to convey their personality, expertise, and (critically) an ability to relate with the issues their potential client is experiencing. In other words, people place a high degree of importance on seeing a friendly face, and building rapport with the individual attorney their considering. Video marketing can address this desire, advancing the sales process and bginning to build that relationship even befoe a potential client picks up their phone.
Video marketing has significant potential when it comes to connecting with clients, and conveying the sincerity in your desire to assist them. Just remember that where a properly executed video can have great benefit for your firm, an improperly executed video can actually hurt the firm’s image.
