Dave Wieneke’s mantra for consumer marketing: “Reading is for suckers”
Nowhere is this more true than when lawyers sell their own expertise. By nature, lawyers write in legalese. It’s their training. I offer that legal writing and copy writing use opposite muscle groups.
However, when lawyers speak, they phrase things in ways that connect with people far better. That’s also part of their training; it’s how they sell best. Jim Sokolove is legendary because he communicates to consumers on TV and on YouTube.
In an industry plagued by major trust issues, video should be the predominant marketing tool. When consumers think of lawyers, they most often think visually and in terms of TV: Perry Mason, LA Law, Boston Legal, The Practice.
And hey, those of you who are not lawyers or legal marketers are in no way off the hook. This should be a wake-up call.
The legal industry is slow to adopt new technologies, particularly in marketing. These forces are starting to change our often-staid industry. So if you’re not focused on video in your marketing mix, then get your head up; this ball’s heading your way.
Over the next week I’m going to describe several ripe opportunities to take your business marketing in new directions using video. Perhaps you’ll find yourself adopting my consumer marketing mantra (get used to it): Reading is for suckers.
And before you ask, yep, I’m very aware that this message is all copy. No consumers here, just us online law and marketing wonks. Tell me what you think? Is video huge in your world, or just a bright shiny object?