IMS has been creating videos for estate planning attorneys long before Google purchased YouTube, and even before lawyer videos were an important part of Search Engine Optimization rankings. We know that lawyers tend not to be “early adapters” of new marketing techniques. It’s our responsibility as your marketing team to push you just a little bit out of your comfort zone into new things that we know will make a difference to your practice.
So how do we compete against cat videos, which are one of the most popular kinds of videos on YouTube?
Strike the right balance between serious and ponderous. Estate planning is a serious topic, and we know we are never going to be as funny as a cat jumping away from a cucumber. But we also know that overly serious videos with dark messages will not engage visitors. We showcase you, your skills and your concern and caring for clients.
High production values. We are stunned when we see lawyers who have placed a smart phone on their desks and created their own videos for their websites. You’ve seen them too. There’s often a law library or a potted plant in the background and the lighting and sound quality is bad. Home-made is great for family or animal videos, not for a professional service firm.
A focused message matters. We don’t start filming until your message is extremely well defined. And while many of our clients are great speakers, we practice, refine, and practice again until the script is second nature. What you say will not be random, but a highly targeted message that only feels conversational.
Let’s keep it simple. Estate planning is not always simple. But we keep our videos straightforward and easily digestible. Too much legal jargon and too many details will cause viewers to bounce right off of your video. That’s bad for the viewer experience and bad for SEO.
Letting you be you. Imagine if you saw a video about a law firm starring Brad Pitt, then when you got to your appointment, you met a grizzly and grey-bearded Harrison Ford. You might not appreciate the switch. That’s why your lawyer video has to feature you, wrinkles and all. We are creating a message starring you, because that’s who your clients are going to meet, get to know and get comfortable with, both online and in your office. No stand-in’s need apply!
So don’t worry about those cat videos. They are going to be around for as long as people enjoy taking a break for a good laugh, while your videos will serve to educate and engage new clients.