If you want your law firm to grow, you need to tell a compelling story with video advertising, according to this debut marketing primer.
Mogill, CEO of the marketing company Crisp Video Group, admonishes attorneys who are leery of promotion that they have not just a right, but also an ethical obligation to keep potential clients from going to less competent lawyers who do advertise. In this blunt-talking guide, he recommends online videos as an impactful medium. The author elaborates a doctrine for ushering leads along “the buyer’s journey,” from “awareness” to “consideration” and ultimately the “decision” to hire a law firm, based on a high-level marketing analysis that identifies a “unique value proposition,” a profitable niche specialty, and a likely target audience. (One of Crisp’s clients forged a thriving practice specializing in motorists caught with drugs on Nebraska’s Interstate 80 corridor.) His ad strategies eschew rationalist approaches that tout experience, fees, or qualifications—“Your clients don’t give two shits about a certification”—and instead try to build a deep emotional connection through storytelling, complete with character profiles and inspiring narratives. (A personal injury firm he showcases consists entirely of attorneys who suffered traumatic accidents, which sparked their resolve to win big settlements for clients.) The author gives specific pointers on making winning video ads—be concise, don’t forget search engine optimization, get the key selling points in adroitly—with the implication being that effective marketing is hard and best done by pros. Mogill supplements the nuts-and-bolts information with earthy motivational themes, deftly recounting his own scramble from immigrant poverty to entrepreneurial success. He also regales readers with tough-love challenges to make a serious commitment to marketing (“If you’re not ready to make a big change, then you might as well close this book right now, head off to your local dive bar, and start drinking”) and to cut through their anxieties (“When I’m uncomfortable, when I’m literally down on my hands and knees feeling sick to my stomach, that’s when I know I’m pushing toward something good”). The manual sometimes sounds like a sales brochure, but it’s a brisk, lucid read with much food for thought.
An engaging and informative pitch to attorneys looking to goose their business.