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The Next BIG THING In Attorney Marketing

My philosophy on attorney marketing is simple. Marketing is communication that educates, informs and develops relationships with clients and potential clients. The person who provides this educational information is perceived as an expert. People gravitate toward this person when they have a problem they feel he can solve.

Technology helps enable attorney marketing. Many attorneys are becoming recognized experts by publishing articles regularly on their websites. The tool that makes this possible is called a blog (short for weblog). A blog is simply a website that can be updated frequently. While less than 20% of the attorney population is blogging, those that do write and post new articles to their website a few times each month are reaping the benefits. Clients love new, fresh, interesting content. This is the fastest way to be perceived as an expert.

To put the power of blogging into perspective, imagine that the editor of a newspaper in your town came to you and offered you the opportunity to write a weekly column. Let’s say he told you that you could write it on any topic you wanted. How would you feel about that? Would that enhance your credibility? Would that be valuable? Blogging provides you with that kind of platform.

Now let’s imagine that someone came to you and offered you the opportunity to host your own daily TV show. You can talk about anything you want as long as it is under five minutes in length. You can send this show to as many people as you’d like, as often as you’d like and they can view it whenever they feel like it. You can essentially become the Oprah or Larry King of your area of interest. That platform exists and few attorneys are taking advantage of it.

In case you have not noticed, YouTube videos are the next big thing in marketing and they will be the next big thing in attorney marketing. People love to watch videos and they love to watch them on the Internet.

Here are some interesting facts: In 2009, 12.2 billion videos per month were viewed on YouTube. According to Nielsen Media Research, the average American internet user watches 182 on-line videos per month. While there are some “power users” who watch hundreds of videos, over 82% of all Americans watch at least one video per month on-line.

What this should say to you is that it just became easier to develop relationships with your clients. Video is an intimate form of media. We all feel as though we have a personal relationship with people we see in a video. It is a psychological phenomenon. You can speak directly to your audience, in your own words, as often as you’d like.

You may be thinking that you do not have access to production studios and you don’t have time to rehearse and you can’t edit video yourself. Well, fancy production is not what this form of media is all about. It is about direct, authentic communication between you and people who are interested in what you have to say.

This means no makeup. It means no slick production. It means no fancy editing. It is you having a conversation with your audience. You can purchase one of a dozen cameras that come with built-in software and you can get started in minutes.

The next big thing in attorney marketing is here. You can start developing deeper relationships with your clients today.

David V. Lorenzo

David V. Lorenzo is the Chairman and Founder of Rainmaker Lawyer Consulting. He and his team help attorneys “make a great living and live a great life.” If you’d like a FREE CD from Dave, titled: The Five Secrets to Making a Great Living and Living a Great Life as a Lawyer, visit: www.LawyerSecretsCD.com or call 888.692.5531

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About the Author: David V. Lorenzo is the Chairman and Founder of Rainmaker Lawyer Consulting. He and his team help attorneys “make a great living and live a great life.” If you’d like a FREE CD from Dave, titled: The Five Secrets to Making a Great Living and Living a Great Life as a Lawyer, visit: www.LawyerSecretsCD.com or call 888.692.5531

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