Print is becoming less and less effective as an advertising tool. In today’s world, when someone needs information about something they Google it, and often the top results are videos. The world of video can be very effective for lawyers, but you must enter it carefully and thoughtfully.

–  Think about what you can say in a video. Your topic needs to be interesting, relevant, and to the point. Most people won’t watch something more than two or three minutes long. Make sure you keep their attention.

–  Don’t just make a video about what you find interesting, or what you think potential clients need to know – think like a new client does. What are the questions that bring clients to your door? If you were looking for a new lawyer, what would be the search terms you use? Poll your current clients to find out how they chose you – there may be a turn of phrase they used that you are unaware of, but that will direct new clients your way every time.

–  Make sure your video has clear information about how to contact you – phone, website, email, social media. You want to make sure a client can reach you the way they want to.

–  What are the top 10 things new clients always ask you? Are there pieces of advice you feel you offer over and over to every client? This may make a good video topic, but…

–  Be careful what you say! Your video needs to have a hook, something that answers a question and makes people want more – but be wary of giving legal advice that may put you on the wrong side of ethical rules.

–  Hire a professional to produce your video. Don’t just stick a camcorder on a tripod, or ask your nephew to help out (unless he went to film school.) Quality is important, especially when trying to sell yourself. Properly produced video can be expensive, and can seem shockingly so considering everyone is walking around with a video camera in their pocket these days. But a well-produced video will get you noticed, while a low-quality video just looks exactly like what it is: cheap. Don’t turn away your customers before they even step through the door.

–  Cross promote. Make sure your videos get posted on your website, any social media you use, and have the proper keywords to get top results when searched for. Your video won’t help you if no one knows it exists. Do everything you can to get noticed.

Kimberly Hanlon
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Kimberly Hanlon

Attorney at Law at Kimberly M. Hanlon, LLC
Kimberly Hanlon is an estate planning and small business law attorney in the Twin Cities. She is also a co-owner of MoreLaw Minneapolis, the executive suite exclusively for attorneys in downtown Minneapolis.
Kimberly Hanlon
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