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