Now that lawyers and other professionals are beginning to experiment with video to market their practices, I would suggest that it would be worthwhile to take a closer look at successful television commercials, like this one!
What could possibly be the takeaway from a Cookie Monster ad you ask? Well, I will tell you...
- Instead of itemizing all the cool things that the iPhone 6s can do, they show us Cookie Monster baking cookies with Siri's oh so very patient assistance! And they sneak in an added benefit. If you happen to have monster paws (or gloves on!), it works too.
- Even though we're talking about a seriously sophisticated product here, they inject humour. I saw this at the gym for the first time last night and I will tell you that I was not the only one fixated and in stitches!!
- They created positive connection. In this case, it was by way of the loving association with a childhood television character. But this lesson is transferable to other means.
A law firm video doesn't have to be a talking head telling the world how great your firm is and how many years of experience you have. Even if you don't have access to Cookie Monster and his friends like Apple did, there are a multitude of ways to communicate your valued difference in a way that creates human connection. After all, isn't that what works to your advantage when you meet clients for the first time?
If Cookie Monster can do it, so can you.