Educating your prospects is the fastest and easiest way to attract highly qualified leads to your law firm. If you already have an information packet you send to prospects, consider adding audio and video to your marketing mix. If you prefer video, you can deliver your content on DVDs or YouTube videos. If you like audio, consider CDs, podcasts or streaming audio. All of these tools are inexpensive, cost-effective law firm marketing tactics.
Why Audio and Video?
- Many prospects don’t like to read. Most people prefer to listen to audio or watch content rather than reading. Reading takes time and requires your full attention. Audio and video are somewhat more passive. You can listen to an audio CD while driving to work or download your MP3 to listen to at the gym. They can play a short YouTube video at their leisure or pop in a DVD during a business flight.
- It’s more personal. When prospects here you talk, they get a sense for who you are personally. It’s like talking with you on the phone or meeting you in person.
- You control the presentation. People tend to skip around when they read but when you present an audio or video format, you can control when and how you present information.
- It’s inexpensive. CD or DVD duplication is only about $1-3 each depending on the quantity you order. Many companies will even provide print-on-demand solutions so you can order very small quantities at a time. Amazon’s Createspace will help you produce and sell your CDs and DVDs online if you prefer.
- Very little technical experience needed. Want to produce audio? You just need a microphone and some cheap recording software for your computer. If that sounds too complicated, check out AudioAcrobat, where you can call a phone number, record your talk, and publish it to your website very easily. For videos, you can use software like Camtasia Studio to record your PowerPoint presentations as video.
Producing audio and video content can help set you apart from other lawyers who don’t do much public speaking. People view speakers as authority figures, so with each talk, you build credibility and trust.
How Lawyers Can Market Their Services With Audio and Video
If you are considering using audio and video content in your law firm marketing, you might be wondering what you should say. If you already give seminars or do public speaking, you can simply record yourself next time and distribute that to prospects.
If you aren’t yet giving presentations, consider writing up a script, recording it with your computer or a cheap MP3 audio recorder, then burn it to a CD. Here are four tips for a successful audio or video presentation.
- Know your purpose. – Delivering an engaging presentation requires having a compelling marketing message. What do you want to educate the audience about or persuade them to do?
- Identify your prospect’s key problem. – All good presentations start with identifying a key problem your prospect is having – or might not even know he has. What issue should he be aware of? How can he know this problem exists in his business or life? What evidence should he look for? If possible give examples or tell stories about others who have had this problem and what happened to them. Your prospect must feel the problem is an urgent matter he must solve right away if he is going to move forward and hire you.
- Offer solutions. – Next, offer different types of solutions. What could your prospect do to solve his problem? How have you helped your clients solve these problems? What were the results? Give as much proof as you can that your solution works. How did you eliminate your prospect’s pain or save them time, hassle, or money?
- End with a call to action – Finally, don’t forget to end with a brief explanation of your services and how you would be happy to talk with your prospect if he or she wants to discuss their problem further. You might consider offering a free or discount initial consultation to anyone who mentions listening to your CD.
Should You Sell It or Give It Away?
Whether you decide to sell your presentation or give it away depends on how popular your subject matter is and how many CDs you hope to distribute. You will reach many more people if you give away your content than if you sell your information. If you have several seminars, consider giving away one or two “beginner” sessions for free and selling the more advanced series.
By offering audio and video content, you can put your law firm marketing message out into places where prospects wouldn’t normally expect to find you. You can also impress people by demonstrating your speaking ability and authority on the subject matter so they begin to know, like and trust you before you talk with them.