I figure we’ve had enough woo woo posts and 2019 posts, it’s time to get into a little bit of nuts and bolts strategy.
One of the core pillars of my law firm is creating consistent content (and getting it to the masses). There are three reasons for this, and we’re going to talk about them today.
Creating content around your practice area essentially makes you an instant expert. When people see you on video essentially teaching them about a specific subject, how can they think any different?
And the important thing to remember here is, you don’t even have to get into the weeds to be deemed an expert. Simply talking about ANYTHING in your area of expertise serves to build your expertise in that area.
People simply assume if you are talking about it you know what you are talking about.
No, expertise and experience are not the same thing. Experience is TIME based.
And people assume the longer you have been talking about something the more you must know about the subject.
If that weren’t the case, why do pretty much all attorney tout having “25 years of experience”? The reason is simple. It implies expertise.
When someone goes on your website or YouTube channel and sees that you have 100 videos, they just assume you’ve been in the game a while.
3. Know, Like, Trust
There is literally NO way for anyone to objectively determine who is the best attorney for a potential client. Experience matters. Expertise matters. But bedside manner also matters. Customer service matters.
Because of this, people make hiring decisions based on tangible factors (like we talked about in #1 and #2) and INTANGIBLE factors like whether or not they like the person and think they can trust them.
The bottom line is, video allows people to make know, like, trust decisions with an infinitely higher amount of confidence. People will literally walk into your office ready to sign up without any additional conversation.
If you aren’t creating and distributing content consistently, you’re missing out on a golden opportunity to create solid relationships with your potential clients before they even speak to you.
Time to get started!
P.S. – there’s another level to all of this… a place successful law firm owners come together to support each other, share what’s working for them, and raise their level of performance by being around other high performers. It’s called The Backroom. And it also happens to be the place I share all of my systems, process, marketing and advertising strategies, and do everything I can to help you win your game of life. You can check it out for free for seven days… what are you waiting for?