2017 was a good year. We worked with our first AmLaw 200 Firm, added 3 special agents to our team, produced over 300 videos, opened a 2nd location, redesigned our offices and doubled our revenue.
My advisory board considered 2017 a great year, but as I reflected on our achievements I knew that we could have done better.
I wanted to help more lawyers build thriving law firms but we were getting beat.
We were getting calls from lawyers saying,
I wish I would have found you first...
I already paid them...
I don't know how to market this video...
I'm not getting any leads from my marketing...
In my heart I believe that my agency is the best video marketing company in the industry but why didn't our bank account reflect it?
Have you ever felt that way?
I know we're not supposed to pay attention to our competition and I can say that I wasn't concerned about them. I was concerned about helping more lawyers build thriving law firms. Our clients were getting hundreds of calls from our marketing efforts and I knew that we 'cracked the code' and could help other lawyers build thriving law firms.
For me, this is personal.
My grandmother lost three sons in one year and none of them had insurance and she didn't have a will.
Why didn't we know about the importance of a will, estate planning or probate?
What's your story?
Why did you decide to finish 4 years of college and go to law school?
Did you get your law degree to sit on the sidelines?
No.
The fight to be noticed on the web is fierce but nothing as challenging as marketing a law practice can be solved in one step.
Even though you may be a damn good lawyer who's delivering excellent legal services in a highly ethical way, marketing your law firm to today's better-informed consumer is more challenging than it has ever been before.
I get that fight. I know what it feels like to be the best but not get the business.
So...I made a decision to dominate my market. I don't need to compete with anyone when I can dominate. Why should you?
You have to convince your prospects that you're the right choice for them over all the other choices they have, including the choice not to hire a lawyer.
Start creating videos. Your clients want to hear and see you. Video can be a powerful marketing and trust-building tool for you but, being first to the market is critical.
Now is the time to invest in video-based content before the market becomes too saturated and your efforts don’t hold much weight.
You're not being beat by attorneys that are better, you're being beat by attorneys that are better positioned.
