All right
So today, we're going to talk about the future of client acquisition from law firms. It is bold, alright, to talk about something like that
So let's get right into it some information about me President & CEO of Crisp Video Group
Well, let's dial back a few years, okay?
So this picture right here my family, and I we immigrated from Russia to the United States in the late 80s
And this is the first photo that my family took in America, so I'm in the middle and my brother
He's on my dad's shoulder
He's the pride of the family as a physical therapist
And that swimming pool is a pool that my dad painted for $20
So just a little bit about me is my background has been bootstrapping all of our businesses everything
No loans, no investors no partners
Every single dollar that we made we put back into the business to grow the business we were learning those lessons
so when we talk about
Marketing when we talk about making investments
we were making those same exact investments as we were growing and we were scaling up and
every type of marketing investment that you make I believe you should be able to track that investment and be able to associate a
Return on investment or not with each one. It's important to track it. So my commitment to you
When I'm talking about this stuff we are doing this stuff
we are investing in this stuff our attorneys who are having success are doing this stuff
My commitment is you're going to get some value out of this and if you don't come see me after because I want to know
all right another thing to talk about here, so
about three years ago started my Avvo journey right Avvo 2014
Had an Avvo booth right no one returned my emails, but we wanted to come out to this legal conference we heard of
About a year later came back. I had the opportunity to speak at a breakout session I was ecstatic
But not many people showed up to that one
The next year got another breakout session all right a few more people showed up for that one now finally here
We are very excited. Maybe 2018 I'm back to the breakout session
but it's been it's been quite an honor, and I'll say only in America right and
speaking of only in America
How many of you guys remember this?
Tomorrow night, I think when Hillary Clinton
wins that
Donald Trump will have lost this election
From the very first day he announced and took off after Mexicans, Classic Trump
I think you have to view last night's debate as Donald Trump's concession speech you realizes he can't win
He had no chance in my view and we and this the numbers are going to bear that out tomorrow
Well, I can't find a single republican who now thinks they're going to win
And you can't go into a general election with only 25%
of the
Republican base behind you and
Expect to win in a general you just can't that's an awfully difficult lead to make up
It really is at this point, but keeping with Trump's negatives remain in the 60s. Which is just almost unprecedented
We may lose by historic proportions
He can't win say well. No no
I think Donald Trump has fooled himself after looking at his crowds and the rallies and the size and he thinks that's America he had
No chance to win
doing what he was doing and
With the Latino community feeling so targeted from the very first day he announced if this guy isn't a republican he can't beat Hillary Clinton
Right now an historic moment right?
How many of us saw that coming all right? I don't like to get political
That's why I think I'm back to the breakout session next year
But this surprised a lot of us right regardless of your political affiliation
Like no doubt like we didn't think this is actually going to happen
So, how did he do it right and there are a variety of reasons?
I'm sure theories as to why but I'm sure we can all admit that social media had an impact
Facebook and Twitter played a huge role in the election
So this is actually quite interesting the Trump campaign
Approached this election quite differently from the Clinton campaign not only did social and Facebook help generate the majority of their
250 million in online fundraising more of their ad spend went to Facebook and Facebook ads
Than any other platform in the Clinton campaign they spent 200 million dollars on TV
Ads in the final months of the election the Trump campaign spent half that right, so
Facebook for the trump campaign was a powerful way for them to hone their campaign message
They were able to you know run several split tests to really fine-tune what people were responding to in fact on
Any given day the campaign was running forty to fifty thousand different variants of its ads
You know things like you know different variations static ads versus video ads
you know different differences as far as
some had subtitles some had a different color some at different words and copy and so on and
On the day of the presidential debate they were running over a hundred and seventy five thousand variations of their ads
So these were I mean this is very powerful for them
They were able to find what somebody was responding to what you know what people were not responding to and they were able to
Fine-tune their message, so social was their primary communication channel and not just for canned messages
But for actually interacting with their supporters and starting new conversations
No matter really how controversial they were
So this is interesting to me because there's a lot of key takeaways that we can apply when we're talking about growing our businesses and
Particularly as we move forward you know into the digital age what made that campaign so successful
You know I think it's really three main things
One there was a very clear and unique value proposition that connected about 50 percent of the country
They engaged emotionally and got a lot of news coverage good or bad and effective content distribution
So where I said I wasn't gonna get political, regardless of your political affiliation
Whoever's next and whoever's going to be in the next debate will have to play this game
This way. Because ignoring this and focusing solely on traditional advertising is proven not to be very effective
So we're going to talk about a few of these things, but just a show of hands
I want to know who's the best attorney in their market
Come on
All right, I have spoken with thousands of attorneys
I've never spoken to an attorney who didn't say that they were the best attorney in their market all right so our team
You know we were searching online
We were looking at the messaging from various attorneys and law firms
And we put together a little segment of some of the things that we were hearing because a lot of times we hear
I'm different right I'm different from anybody else. I've got a different message. I got different marketing. Well check this out
I actually think the guys at the end are pretty unique
So, here's the problem.
There's over 1.3 million attorneys in the United States and if you search Avvo, check this out. If you search New York personal injury lawyers in New York City
there's over four thousand
how many show up on the first page of Google? Ten? So what about the rest?
From a messaging standpoint, how do you stand out because there's a lot of options for attorney at law
So this is a very important challenge that
Unless you solve it you will be viewed as a commodity as a attorney rather than the right attorney
In fact we see this all the time with all sorts of content
I mean check this out: these videos were created for four different law firms
You go to their website, you see this video, right?
They're all talking about how hard they're going to fight for you, right?
But if you're a client or your prospective client and you're searching online
You're going to these different sites they all start to look the same, the service offerings are the same, even the videos are the same
Okay, so let's talk about unique value proposition. I know you guys got a couple handouts. Let's fill in the blanks. What is one reason
someone should hire your firm that has nothing to do with price,
services, or years of experience?
Can you answer that? Because if you're these things right here are not differentiators, and if you're only differentiator is price
I mean, that's a race to the bottom. The services you offer, and then 300 years of combined experience
That's wonderful, but clients, they all see that you're super lawyers, to them every site looks the same
So being able to answer this and articulate this can hone your messaging and that's what can really differentiate you
So I actually had one honest attorney tell me: I solve problems I didn't create for people I don't know. Who can relate?
So the important thing here is to be able to answer your why, not your what.
Establish a connection here because many attorneys they offer similar services but not for similar reasons
Really think about what sets you apart -- having an authentic story not just focusing on services
But more so on benefits. Simon Sinek. He says stories are our attempt to share our values and beliefs
Storytelling is worthwhile when it tells what we stand for. Why do you do? What differentiates your firm? Why are you
the best firm and the best option for a prospective client?
So a good way to figure this out is to ask your clients.
I do this every month: call a few clients, and just quite simply ask them. Why did you choose to hire me?
Why did you choose to hire our firm?
Because their answers might surprise you. You may think it's because you're super aggressive in the courtroom, and you're really representing them well
But they may tell you: well, it's because you were responsive or you listened to me
And that's the real reason that they chose to hire you
Understanding this value proposition is something that you can use in every single marketing like piece of marking that you put out
It's what drives people to you
So everyone is sharing helpful information
If you've been on Facebook, you search on the internet,
Everybody is blogging now. All attorneys are blogging or for the most part, most are. Now that's not enough of a differentiator
There's so much noise out there. I'm sure we all have more than enough content that we can always consume
We have more than enough articles to read -- all these different blogs, so set your firm apart by offering value
Check this out and look at this blog post. "Steps to take after a car accident." Step 1: Seek medical treatment
Step 2: Call an attorney. Thank you,
That's very insightful
Now on the other hand. This is actually a firm we work with: Broussard and Hart.
They've got an article up on how social media can affect your case, and they don't just answer how it can affect your case
But what you can do if you're facing trial things that you can do to protect yourself
see that's value, those are actionable insights provide true information, not just
words on a page to fill the blog quota you know to check off the box and say you know what I've blogged for the
week
we're good to go because
The reality is there's so much content out there, that this stuff doesn't matter anymore unless you're providing valuable content that people share that provides
true actionable insights all right now let's talk about engaging emotionally
I'm sure you're all wondering
What's going on with this car, right?
We must be out of our mind, so I won't dispute that but you know back in December
We decided we wanted to launch the most ambitious
client referral program that we could come up with and we're going to do it and give away a Tesla because
Quite frankly we figure in an iPad or an Apple Watch just wouldn't do it. We work with successful firms, so how do you
Motivate an attorney or business owner, CEO essentially, to want to get engaged at this level. So we took a gamble
We placed a bet on a car, but it wasn't just about that. Everything that we do for our clients
It's very much client centric
We care about these guys. You can't look at the people you do business with as a short-term fee
But as a long-term mouthpiece for your business. Our clients are our partners
We're vested in their success, so when we do things like this
If we're asking our clients to invest in their business to innovate we want to lead by example
and it needs to be congruent, so
We're giving this car way
Now we actually had a private event yesterday. We took our clients too. This Tesla driving experience was awesome
we had several clients driving in Model S's and Model X's but
I can't show you this video. Apparently what happens in the Tesla show room stays in the Tesla show room
All right, so knowing the audience, right?
And this is so important you're talking about connecting emotionally
Do you understand truly the demographics of your ideal clients? Their age,
ethnicity, household income
all those things. And also their pain points when they're coming to you are they searching for an attorney or
Are they searching for a solution to their problem? It's very different. And then also cost versus value
Because I'm sure we all want the clients that
Aren't simply looking to differentiate based on cost who the cheapest option because at that point,
The value you offer is irrelevant
They're just looking for an attorney
But the true discerning clients those higher value cases those are the guys that are wanting to find the best attorney
Regardless of cost so really be understanding us because you know we identify this is our audience, we work with the
Ambitious attorneys who are serious about growing their firm. Not attorneys that are like maybe I want to go a little bit,
Maybe not, indecisive. No thank you. No thank you. Not for us.
Please do not stop by our booth. People who are engaged in their business, willing to change
Prioritize quality cases over just simply the quantity of cases, value their time are accountable and want a competitive edge
So if we're talking to somebody who doesn't meet this criteria, they're not for us, and that's okay. We're not for everyone.
So we get asked this a lot.
Michael, does music drive emotional engagement? You know if you've seen Shawshank Redemption. So our team at the office. We did a little interesting
Case study if you will we took a clip from one of our videos without music
And then we put some epic music on top of it. Let's check it out
That's Travis Jacobs.
Boston business lawyer.
Now let's look at the same clip we just saw, but add some epic music on top of it and see
if it makes a difference.
All right, but maybe it's that video right? Maybe it's just Travis? Let's look at another one. See if it's still the case
Great. Let's add music.
So it can make an impact, and you know what, just for fun,
We've got a lot of clients here is about 25 you we put together a piece of what it would look like
maybe if you all joined forces
All right, let's give it up for these guys
We put Batman at the end of that thing.
You got me on music but does emotional connection matter? I want to show this video
I just want you guys to know it before I play this video that. I'm not out there searching goofing lawyer videos
Okay, this isn't something that I was digging through Youtube to find -- this is on this attorney's homepage
And I'll stop playing this thing, right?
Okay
So this kind of stuff is out there, when you think about that. And someone's coming to your website
They want to make an impression they want to get an understanding of of you as an attorney should they hire you
I'm sure he does get business after all
but what can a video like that do for your firm? So really think about that
when we talk about does emotional connection matter. Let's look at another example
Okay, this is the video that we we produce for criminal defense attorney Bill Bly out of Maine. Check it out
When you first been charged with a crime?
You're facing the weight of the government whether it's a state charge or federal charge
They have all the money, all of the resources
These charges and convictions can have life lasting impact and consequences
they can rip your entire life apart and
That's what you're up against
It's a very scary thing to be charged with a crime
All you have is the decision-making power to find the right attorney
We can give you information
We can guide you through the process most importantly we can provide a strategy for how we're going to deal with these charges
there's a lot that the right attorney can do for you and
The beauty of retaining an attorney is that you get to make that choice
because when you're charged with a crime
you now have the scarlet letter and
Is my job to do my very best to have that stain removed from them because society will look at you differently
Bill is
Invested and people that he represents. You have to feel comfortable, you have to believe in the person that you're working with
And Bill Bly is passionate about giving the very best that he possibly can to whoever he defends
Anybody who works at him can rest every night knowing that you're going to get the very best
when looking for some
Peace in my life and places I could reach out and grab on to
As this was it
The law is extremely complex. I'm a big believer in specialization in
one field of practice. If you want to defend people's liberty and their lives are on the line
Then you need to put all of your energy and focus in doing the criminal defense, and that's all I did
Law enforcement is not perfect, the prosecution is not perfect
but when you're facing the weight of the government with all of their resources
And you have no one to turn to except the right attorney and that's the person that will act as your shield
But I'm going to stand between you and the government
And I'm going to make sure that you're treated fairly and that we're going to defend each and every aspect to the case
in a vigorous and aggressive manner so that we can get you the best possible
All right
so
Two very different videos and that is the difference between hiring A attorney and THE attorney
Okay, so how you position yourself matters. If people can connect with you, that matters. They want to see how you're different
so
Perception is reality
your videos and for that matter all of your marketing are a direct reflection of your firm
and low quality videos
they can deter high value clients, and I don't just mean quality in terms of its shot in hd or professionally
But if you don't have the right message if you're not connecting emotionally, you just don't give someone a reason
To really care about you. There's a lot of options out there you know and potential clients
They also see this kind of stuff as the differentiator between good and bad attorneys; effective versus ineffective
So why should they invest in you if you don't invest in yourself?
So emotional connection matters because as you know the emotional mind and the logical heart. I think we know that a lot of us make
Decisions emotionally now look it's not to say that logic isn't important, logic is very important
But emotion is what makes your message memorable, and that's what drives action. You want to get people to take action?
Connect with them emotionally. You can state all the facts you can lay out. Here's exactly why we're the best here our case results
We're kicking ass we've represented this many people
We've achieved this much in settlements and logically you're a sound fit
but if you haven't connected with them emotionally
There's chances where you're not going to drive them to actually reach out to you, book a consultation, fill out a contact form,
Some sort of action. So we've covered value proposition and emotional connection
but you can have the best content you've ever produced or even the best content any attorney has ever produced, and if
Nobody sees it,
It doesn't matter, you're not going to get results out of it, so effective distribution matters
you got to get in front of the right people. Those qualified clients that we're talking about.
So let's talk about the impact of social media. I'm certainly sure we're all on social it we start businesses are on social
Facebook this is a juggernaut, okay? We can talk about all the other ones -- Instagram, Twitter, Linkedin,
but Facebook, just user base alone is
Dominating every other platform. I mean 1.79 billion monthly
Active users. Your average person spending 21 minutes on Facebook a day
I don't know if that number is true based on some of our team members at the office...
And check this out
1.4 million in revenue every hour -- not bad ,and that continues to go up
And if you're on snapchat, this is a really great app. It's reaching 41% of the
18 - 34 demographic
So something to think about. And videos are outperforming all these different content types on social just in terms of
Overall engagement and conversion. So Youtube, here's another one.
World's largest or second largest search engine behind Google and owned by Google
But I don't know if you read the Wall Street Journal a few months ago
but Youtube's on pace, topping over a billion hours of video view today, on pace to equipped TVs and
They reach more 18 to 49 year olds than any cable network in the U.S.
So think about where the eyes are going. Now Facebook. They're crushing it --everyone's on Facebook
I hear that sometimes, my clients aren't on Facebook
Everyone's on Facebook,
Grandparents are on Facebook great-grandparents. Maybe short of infants, right?
But everyone's on Facebook okay, and as far as actual time that Americans spend on their mobile devices
Facebook gets more usage than Google and Youtube combined
But here's the opportunity: only 6% of business or active advertisers
Now as I'm sure we've seen when you post something on your Facebook business page
How many likes and shares do you typically get right in most cases?
Let's say you have a thousand people that like your page. Are a thousand people seeing that post? Whether it's a blog post,
a photo, a video, whatever it might be.
Chances are it's very low engagement and in fact, Facebook's
Organic reach is been going down quite steadily year over year over year to the point where anything you post on your business page
No one is going to see it. I mean you might see like 30 people will see it, 20 people
But if you're going to go through the effort of producing all this great content whether it's writing an amazing blog post or sharing something?
That's going on in your office or in your community you really want to make sure you get it in front of enough people
So Facebook's very much become pay-to-play. Now this makes sense
so
think about it if
every business that you like on Facebook if every time they
posted something you would see that post in your newsfeed, that wouldn't make for a very good user experience
So Facebook needs a way to discern that because they want to keep users on Facebook. They want to keep people
Collaborating, they want to keep people being social, they don't want to see a bunch of advertisements, especially various businesses
so to get in front of an audience you need to put a page spend behind it or boost the post
To put some sort of money behind the post. Doesn't matter if it's five dollars even. But I don't recommend you post anything on your business page
unless you put some money behind it. Five dollars -- anything. Especially if you want to get that content in front of people
So every time you post a piece of content, boost it
Because what's the point of going through all that effort if no one's going to see it?
Facebook ads and hopefully, you know, we've experimented with Facebook ads at some point
These are incredible, this is the gold rush today
What google adwords was maybe 10, 12 years ago? Facebook ads is today. The level of targeting is absolutely incredible
Facebook offers the most comprehensive interest-based data over any other ad platform in the world
I mean you, can target any age, gender ,location alright.
But what about things like household income whether they like hunting fishing and Nascar? Whether they use Mac's or PCs or
Ipads? What are their online spending habits? Were they recently separated? Things like that when you put together your ideal client persona, the level of targeting
Is incredible. What about people that were recently in my city that don't have auto insurance, but don't live in my city? Incredible
So what about Google Adwords?
I don't know if you guys have seen this, but 78 is top 100 most expensive PPC terms are legal
Including best mesothelioma lawyer. Nine hundred and thirty five dollars a click
That's not that's not per case. That's per click -- 100 clicks is a hundred thousand dollars.
so if you want to be an asshole
I'll let you guys figure that out
But look, I'm not saying google pay-per-click is working for you. Keep doing it
That's the same thing with any type of ad platform right if it's working keep doing it and it may be worth
$100,000 cost of acquisition if you're getting seven eight figure cases, so I'm not saying that stuff isn't effective
It can actually be very effective, especially if it's working. But when you look at what are you getting in terms of ROI dollar-for-dollar?
Right now Facebook's going much further. Now this probably won't be the case forever, because every time I talk about Facebook, it gets more expensive
More and more attorneys start advertising on Facebook. So definitely take a look and check it out
If you haven't done anything in the way Facebook ads yet
Now let's talk about something else. When you get your content online
let's say you put a video on your website, you know having a high quality video on your website can improve conversion rates by
300%, meaning, let's say a hundred people visit your website five of those people submit a contact form or fill out a consultation
If the content is effective. You've got an effective video now
you're going to see of that same 100 three times as many converting so 15 submitting a contact form or
reaching out to you for a consultation and
then of course time on site, positive search indicator -- videos keep people on your website longer, but that aside, let's
Look at just overall legal conversion rates WordStream reports that your average legal website is getting 2.07
That's the conversion of visitors to actual contact form submissions
Consultations. I actually think this numbers even overestimating
It's much lower
But think about it. It's a very low number of all the people that find you online
If you're spending a lot of money getting people to your site
The number of people that are actually converting. So what's happening to the rest of them?
They're going somewhere. And like let's factor out the guys from Indonesia or
the guys that would never be clients
But assuming they're in your market and could be a client. So something you want to think about is retargeting
I know there's been some discussion of that today, but
If you don't want to get into a lot of interest-based targeting or even keyword targeting when low hanging fruit is retargeting.
So I'm sure we've all seen it. You know, you go to a website
Let's say you're shopping on Amazon or you're looking at a vacation and now you go somewhere else
And you're seeing ads for the luggage you were looking at, or the trip you were looking at, it follows you all across the web
And in terms of your law firm, what if somebody visits your website and you focus on motorcycle accident?
Right now you can retarget that person not just with your website,
But what about more information about motorcycle accidents right or content specific to them -- it's much more relevant
So if you're serving up the right content to the right people at the right time
Your chance of converting them is going to be much higher
And you can retarget them across the web as well. It doesn't have to be on Facebook
So people who were retargeted are 70% more likely to convert
It's simply getting the people that are already visiting your website that didn't convert the first time
Following up, following up -- being top of mind
So here's a retargeting strategy that we use that we've seen is very very effective. You drive organic. You know and or paid traffic
To your website through quality content like blog posts, FAQ videos, ebooks whatever it is
Let's say you post something on Facebook. It's not a consultation request it's not call me, but it's some sort of content
That's valuable and then you retarget those people
With some sort of conversion based content whether it's a video of client testimonials, some sort of call to action
Rather than hitting them upfront with book an appointment with me right now. They don't even know who you are
Hit them with some content they might find valuable and then retarget those people that have already been to your site
And we found it over the long-term
This cost of acquisition is much much lower
Than the money you will spend getting them to reach out immediately before they built up any sort of trust
Let's talk about the Berry Law Firm. John Berry: he represents
Veterans who are seeking medical medical assistance and compensation for those who've been
Injured while in service. So John reached out to us his goal is to attract better clients and cases
And he decided to invest in video with us back in 2016. But before we talk about John
I want to talk about something else because this is actually a very interesting story
I want to give you guys a little background on how this came to be. lLt's do a flashback Lawyernomics 2016
So for those of you who were there, there was this amazing case study -- Dan Stockman,
Criminal Defense attorney. He came to us and he's a solo firm, young guy.
Essentially he was up against this juggernaut. Low and inconsistent number of new cases per month
He didn't have much time to really work on his business. The cases that he was getting but he was getting
were very low value cases
And when people would call him, he'd have to sell himself to those clients. And of course the several failed marketing promises
Now on the other side of town, his competition was this ten attorney firm
Eight years of experience, they were dominating the market
Higher budget cases, huge advertising budget. I mean they were on everything short of the urinals
And they've got an in-house marketing team, so it was just Dan. How Dan to compete, right?
So over the course of a year
Dan went from a very low and consistent number of cases, to a consistent number of cases
The cases that used to average about a thousand now are averaging ten to fifteen thousand
He had more time to work on his business and marketing and
ultimately, Dan had a wonderful life and Dan was there in person to talk about it. He's not here today, but
We did a video campaign with Dan over the course of the year, it was a huge investment for him
So here's the twist. I didn't know at the time. I'm giving this amazing case study
We're having this Weight Watchers Moment
People are crying, and clapping for Dan, and then the gentleman approaches me afterwards
He says I don't know if you know this
But I was the other firm in your story
So with that
Let's introduce John Berry who's here. So we produced a
Series of engaging videos for John, we did a video marketing campaign. WhenJohn actually came to us,
The first thing we told him is, John
We can't work with you, because we're working with Dan and for those types of campaigns
We give our attorneys territory exclusivity, so we couldn't help him on the criminal stuff. So we said alright,
we'll help you on the veterans stuff right
So we ran a campaign, we're still running a campaign, and just let's just say even just on Facebook
We created this video put it up on Facebook, and in a week thirty seven thousand views,
seven hundred likes, 500 shares
After two months, over a hundred thousand views, over seventeen hundred likes, over eleven hundred shares, and now is
well over a quarter million
The numbers are much higher, you can go to their page and actually see it for yourself on Facebook
It's pinned to the top. And then clients were actually commenting on that video. You could actually read the comments.
I found the Berry Law Firm and Godsend. They helped me when everything I tried failed. A lot of social proof
Thank you Berry Law Firm. And then if you keep reading
You'll see you know these prospective clients asking about things. Do you guys take cases out of state?
I had my disability benefits taken away, and so on and Berry Law Firm does a great job responding to these guys
To the point where it has brought in over a hundred leads in just a few months
But you know it's one thing to hear it from me -- John's here. So John, tell us about your experience. Did this really happen?
Yeah and
You missed the beginning of the story, actually, I had met Mike
at Lawyernomics last year, it was my first time here last year and I
Went over to his booth and was talking to him, and I didn't know that he did
Our competitors video and so I asked him I said
Stats about his business
We talked about an hour and a half and then the next day at his presentation
I said: you know that firm? That was us. He took some of our interstate drug cases. And Dan and I were friends
We actually clerk together the public defender's office about 20 years ago
And so Dan was referring some of those cases to us as you guys who do criminal defense know, usually when there's an interstate drug stop, there's
A driver. There's a co-driver
So then I told Mike I said: that's us, so then I asked him if he would be
Willing to do a criminal defense statewide video for us and he said no
But we talked about our veterans law practice, and I think it was the best
business decision I made in
2016. It was so good that I decided to redo it for my other practice areas this year in 2017
And I think we could talk about the number of clients and the value in terms of money and
Those are all great things, but I think there was a bigger lesson here, and that was how it how that decision
Affected how my team and me specifically looked at our look at our firm
when you go through the process
Mike and his team make you really drill down and get clarity as to what your messages and who you are as an organization
What you stand for and so you know you can do exercises and and talk about it
But when you're put to the test, and then you see that first draft of the video and you go through all that stuff
it brought a lot of clarity to our team and
and so after I did that video then I
Tried to do a for another, our PI section, we tried to do a video through a television commercial
that I was going to run on a couple different channels
They didn't do as good of a job, and we'd set this bar this standard of excellence through Mike's video
And then I called them back and said: oh by the way
I need you to do a PI commercial for me because we couldn't go back down
And so not only is it helped us get clients, but in terms of recruiting team members
And you know in-house the kool-aid marketing of what are we all about.
I think it's just a very powerful step to take
In defining your brand and defining your team, so I'm grateful to Mike and his team
I'm not an easy guy to work, with there were a lot of edits, there were changes,
I told them we were going to go here,
No, we're going to go there, but they understood my vision and they made me create it
And that's why it was the best decision because other decisions came from that that have helped us grow tremendously
So Mike. I appreciate it. Thank you very much. It's my pleasure
Now I got a little surprise for you, John
Okay, I got a video this morning submitted to me and I threw in the presentation
I know we talked about Dan stockman, so Dan reached out, and he filmed the
short little video for us
Hey, Michael Dan Stockman here. Sorry. I won't be there this weekend. I'm at my office right now
Just finishing up some
Final details before I head out to Belize for about ten days of fun and sun on the beach and a little relaxation
I do have a quick message of anybody out there though,
video marketing that Crisp Video has done for me has
Proven to be well worth the investment and quite honestly has allowed for me to take this type of vacation
One last quick note to my friend John Berry, who I know is in the audience there tonight
John, when I win that Tesla from Crisp, you can drive it back from Vegas for me, but that's it
That's the only time you'll get to drive it. Have a good time everybody. Talk to you soon
So I don't know if Dan's is hanging upside down
That's great. All right, so
Let's recap on a couple things right we talked about largely the formula for effective content for really driving results behind the content you produce
It starts off by having the right message, being able to clearly articulate what sets you apart?
Why are you the best option why should someone work with you, right?
What differentiates your firm?
Engaging your audience emotionally. If you want to make that message powerful, if you want to make that message
Drive action, you have got to connect emotionally
And then finally targeted distribution. If you want to really get the most value out of your content,
You've got to get it in front of the eyes of where people are at. Sometimes it's not on your website, sometimes
It's not on YouTube,
It could be the various social platforms that they're using, but it's very important to get in front of the right audience
So I'll leave you with this. It's very important
I believe for all of us to be honest with ourselves and put yourself in your potential clients shoes
Bust out your phone, Google your city, the type of law your practice and lawyer, or attorney whichever you prefer
See what comes up this those other websites ask yourself, honestly, would you hire yourself?
Are you the obvious choice? Because if you can't answer that confidently,
Well the reality is, the best cases are going to somebody else
They're going to the person whom those clients connect with those clients engage with that they believe that they trust that they see a
degree of authority with. And look this up, because potential clients are doing this all the time. They've got a variety
Of options, it doesn't matter if you're number one on Google. They'll still check out two and three and four
They're always going to look at more options, especially the more discerning clients because they're trying to find the right attorney for them,
They're going to look at a few options, and it's very important that your messaging and that your value proposition is congruent with that
So thank you guys very much
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