Summary:
In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Gerry Oginski, who is a medical malpractice attorney based in New York. Gerry has been a solo practitioner since 2002 and has created more than 2,100 educational law videos. During this episode, Sam and Gerry discuss video marketing, education-based marketing, providing information in advance, common problems, and the first steps for creating your own video.
Main Questions Asked:
- Talk about how you decided to move into video marketing.
- What is the advantage of getting information out there in advance of a client coming into the office?
- Tell us about the Lawyers Video Studio.
- What are common problem lawyers have when creating videos?
- What are the first steps for creating videos?
- Can you create videos using an iPhone?
Key Lessons Learned:
Education-Based Marketing
- This was designed for articles and blog posts, and has migrated to video.
- Teaching your ideal client and consumer information they need to learn about. E.g. “Three things you need to know if you are injured at work.”
Marketing Activities
- You have an obligation to do the marketing activities you believe will generate calls as a result of your efforts, as long as you stay within your ethical boundaries.
- It’s hypercritical you have read the rules in your state.
Information in Advance
- You need to get into the mindset of someone searching for an attorney.
- Referrals are the best way to find an attorney, but for those who don’t have that, people go online and search.
- What are people looking for, and why? They have a legal problem and need either answers or to learn more about their legal problem.
- If the attorney can answer the questions of the potential client, it shows that the attorney has the information, experience, and knows what works in previous cases.
- Offering information and advice is a way to stand out from competitors who handle the same type of cases as you.
- While clients are looking and learning through your content, they are developing trust with you.
- An attorney who creates useful information is more likely to generate a call than those who offer a free consultation.
Common Problems
1) The mechanical aspect of physically doing the video.
- This is wholly teachable.
2) The content they are putting out online.
- There is a disconnect between what attorneys think clients want to know and what they actually need to know.
- Attorneys aren’t focusing on who the video is for and how the message is generating trust with the ideal client.
Stop Talking About Yourself
- Saying how great you are isn’t what drives people to call. Instead, eliminate, “I, me, my, my firm, and our firm.”
- Your ideal client doesn’t care about you, so don’t talk about yourself.
- Focus on your client and what they need to know.
- Change the focus, and your marketing message will change.
- Become a teacher and not a salesperson.
- Your goal is to teach them before they meet you in person.
First Steps
- Don’t just think about creating a couple of articles or videos, but rather do it on an ongoing, consistent basis.
- Put aside 15 minutes to write a timeline of every step from the moment a new client calls the office to the very end.
- The timeline forms the basis for creating content for every piece of marketing you do from now on.
- Create a video for each segment of the litigation process.
- Every week, take another 15 minutes to identify each topic area to talk about.
Tips for Using an iPhone
- Hold the phone horizontally, not vertically
- Don’t use the built in microphone. Add a lavaliere mic.
- Place the phone on a tripod.
- Clients think the quality of the video relates to the quality of your legal abilities.
- You will still need lighting, audio, and good images.
- Start with an iPhone, and see what happens.
- As you get more proficient, you can always upgrade.
Creating Systems
- Batch-create up to10 videos at a time; this will allow for advanced scheduling.
- Drip out the content on a weekly or daily basis.
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Links to Resources Mentioned:
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