We’re not behavioral scientists and we’re not anthropologists, but we do know a lot about human behavior, based on more than twenty years of serving estate planning law firms with marketing programs that work. Today our success is easily measured in data gathered through website performance analytics. But here are a few things we don’t need data to tell us:
The average American, who reportedly would rather die than speak in public, would also prefer not to think about becoming ill, old, or dying. They can probably come up with a hundred different reasons not to call you for an appointment to take care of their estate planning.
That same person who has no problem sharing intimate details of their most recent illness would prefer not to talk to anyone about their financial situation, particularly not to a stranger.
Many people still read, but if you want to reach someone fast or make a warm, personal introduction, a video is the way to tell your story. It reaches them fast, it requires less effort, and they don’t feel burdened as long as it is engaging.
Finally, the elephant in the room for us all: the average person is not crazy about talking to lawyers. They associate going to a law firm with something bad happening. Even if they’ve never been to a law firm before, or if they know lawyers personally or professionally, they’d rather go apple picking than come to your office.
For all of these reasons, lawyer videos are a powerful way to cut through the fear and anxiety that accompanies most people’s thoughts about estate planning. A video lets them get to know you and lets you share your story in an unthreatening way. You can talk about why you chose to be an attorney or what you think is the most important part of an estate plan.
Whatever your story is, video gives you a platform. And the data tells us that a website with a video will be far more successful when it comes to helping visitors feel comfortable enough to fill out a Contact Us form or pick up the phone. And that’s what IMS is all about!