logic. Logic solicits cognitive effort, whereas emotion is automatic( subconscious)
• Messaging aimed at engaging your viewers’( prospective clients) emotions are more interesting and memorable than solely logical ones
• Emotion-based arguments are often easier to recall than logicbased arguments
• Emotion almost always leads more quickly to change than logic does Sources: P. Salovey and J. D. Mayer,“ Emotional Intelligence: Imagination, Cognition, and Personality,” reprinted in Human Emotions, J. M. Jenkins, K. Oatley, and N. L. Stein, editors( Oxford: Blackwell Publishers, 1998), pp. 313 – 319. Tellis, Advertising and Sales Promotion Strategy, pp. 160 – 161.
Don’ t tell prospective clients what to think or what’ s best( selling). Instead, help them discover for themselves what feels right, best, and most advantageous through emotional storytelling. Ultimately, a potential client’ s decision is based on their own self-interest.
With this knowledge, you can use your unique story to connect with potential clients, build rapport, and inspire trust.
Attorney William Bly( The Law Office of William T. Bly) embodies these ideas with his legal marketing video.
4. USE CLIENT TESTIMONIALS
No one can communicate the benefits of your services better than someone who has experienced them. When looking to share your story with potential clients, one of the best ways to do this is through client testimonials.
At 89 %, client testimonials have the highest effectiveness rating for all types of content marketing. Furthermore, 92 % of consumers around the world say they trust earned media( testimonials, reviews) above all other forms of advertising.
Incorporating client testimonials in your legal videos will build rapport and communicate your story through the lens of someone who has experienced it.
5. CREATE QUALITY CONTENT
Remember, your marketing is a
A recent study by Aberdeen has shown that high-quality videos improve conversion rates by as much as 300 %, while low-quality video content can actually hurt conversion rates.
62 % of consumers are more likely to have a negative perception of a business that published a poor-quality video. If you want to communicate value and attract higher-value cases, your video marketing strategy needs to reflect this goal. Creating quality content will help you brand your law firm as authoritative.
In a world crowded with competition, your unique story allows you to connect with potential clients, build trust, and address the things that matter to them most. If you understand your audience, communicate your“ why,” drive an emotional connection, incorporate client testimonials, and create quality content, you will be able to create legal video content that drives new clients and cases.
The keys to building an emotional connection through storytelling are:
• Begin with something relatable, and something your audience can agree with
• Increase tension with difficulties the characters must overcome( Ex: legal issue like criminal charges, an injury, divorce, etc.)
• Climax where characters overcome the problem / challenge, and provide a solution
• Provide hope / call to action( drive action) direct reflection of your law firm. Potential clients often see brand image as the differentiator between good and bad attorneys, and highquality( and high-value) clients can be deterred by low-quality video content.
Everyone loves a good story. It’ s your job to tell yours. ▪
The Official News Publication of the Atlanta Bar Association THE ATLANTA LAWYER 29