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August 2008, Issue #27

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In this issue:

VIDEO SCRIPTING ROOTS AND STEMS

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NOTE TO THE READER: I want to give you a disclaimer at the outset. I am not an expert in bar rules for all the states or any single state, so a bit of transparency here is in order. Whatever script you come up with via my input is not warranted to be OK with your bar association. It is solely your responsibility to be sure you are not violating any of your bar’s rules in this video and script. This would include the background in the video and the location where the video is shot. Sorry to have to say this and it is necessary – my lawyer made me do it he says smiling.

Now, without further ado... I'm going to provide some help with wording to help you develop a script for a personal injury lawyer and give you some ideas about how to go about writing it. I know you may not be a PI lawyer and there is food for thought here for you.

You would want to open the video with something like this:

"Thanks for visiting my website. I’m First and last name. Since you are here you probably need some help. You have come to the right place to find what you need. We have free resources for you here and nothing ever costs you anything in my practice unless you get paid as well."

Next you can move into the body of what you want to say. Let's see about a possible scenario or topical theme that you can dramatize in your video. These "body section" possibilities are designed to fertilize your thinking and are in no particular order:

"The nice lady or man on the phone from the insurance company is really a highly skilled and trained questioner who is asking you leading questions. If you answer them you are likely to regret that and they will be used against you later." Note: here if you can tell the story of one of your phone consultations where someone signed and agreed to a low settlement that should have been a big settlement, if only they had not signed and accepted the settlement from the "nice man". So much the better!

"The nice lady or man from the insurance company on the phone with you is not always above board and honest with you. They report to bosses who answer to the big bosses with the big buck salaries and bonuses who answer to the stockholders who want to make money. So they are not on your side but they do know how to work you. That is their job and what they do. You need someone on your side who knows what they are up to and how to work them back."

"You need to become educated about the process before you even think about talking to an insurance company. They have professionals who make good money who have degrees, certifications, have been to company training programs, talk to their company lawyers all lined up against you. They count on you ‘doing it yourself’ and making a mess of things while you're at it."

"When selecting an injury attorney you don’t want to pick one out of the yellow pages that has one of the many big ads or just because they are on TV with ads all the time." Note: At this point tell them a few reasons why they should pick you. Remember what we discussed in Part I of this article; appeal to their emotions as well as giving some logical reasons why you're the best choice.

"Having your attorney is leveling the playing field against the company’s substantial resources and expertise." Note: "Robbery without a gun" was an interesting term I heard on YouTube referring to insurance companies.

"In calling me for your first consultation it will be like talking to a friend who you know that is in the business who will tell you the straight truth and is on your side. We consider our clients to be just like family. We are on the same team. We are interested in people and solving their problem. We are interested in a person like you and in solving your problems."

"Many PI lawyers don’t go to court and the insurance company knows they don’t go to court, which will save the insurance company money – naturally they like that. We treat each case from the start, big or small, like we will be going to court-- because we WILL go to court for you. I can assure you the insurance companies know this about us, so there will be no low-balling us with an offer to settle out of court that we will accept."

"I will treat you right -- I can promise you that. I make house calls, and I only work on commission so I have to get you money before I can get money. If I do better for you then I have done better for me. I have recovered millions of dollars for my clients over the years I have been practicing. I will help you to make the best of a bad situation. My job is to help you get back on your feet in some cases, and in other cases to be sure you and/or your loved ones have what you need to be taken care of for the rest of your life."

Finally, we do want to tell the visitor what to do toward the end of the video. Marketing folks would say, give them a call to action. We want to tell them something like:

"Thanks again for visiting my website. Please take the next step by calling me now. Click on the button to the left of the screen that says ‘call activator’, and we will be talking together in seconds thanks to the wonders of 21st century technology. If you prefer to the left click on the 'case value' button and submit the form to me by e-mail and I will get back to you within [give a time period, the shorter the better but make it reasonable]. Of course the old fashioned way still works by calling me by phone now. I or my associates are available 24/7. You can find my phone number at the top of each page. I look forward to hearing from you and getting to know you better."

If you can harness the power of Internet video marketing in this way and make yourself and your PI legal practice stand out, you'll have a huge edge over your competitors. At least for a few years maybe since by then most lawyers will have at least one video on their website I bet. Do let me leave you with one other thought. Try to keep this video to 90 seconds tops and closer to 60 seconds is even better. I know that is a tall order and see if you can cut back on the words. Shorter is better and it needs to be long enough to get the job done of creating "know, like, trust, relationship, and credibility" you are seeking.

Comments, ideas, questions or topics you would like to see addressed in future newsletters? I would love to hear from you. Just reply to this newsletter and tell me what you think.

To your success,

Henry Harlow
Founder, www.Law-Firm-Marketing-Coach.com

PS: Get your #1 attorney marketing problem solved today. Spend complimentary individual quality time with me on the telephone. Dial 888-434-3006 now or get more details by clicking here right now.