Simple Idea Guaranteed to Connect with Clients and Get More Referrals

Vulnerability Leads to Trust and More Business

I stumbled upon this super powerful little tactic.

It is a selfie-video shot on my iPhone to each new client. This small, intimate touch works amazingly well.

How I discovered this tactic

As Sterling Law grew from 4 to 15 attorneys in the past two years, my client engagement declined.

I needed to find a way to get close to our clients. Their thoughts and feelings are my most important data points. I have to interact with as many clients as possible to get at this information.

My goal was to open the client feedback loop. They don’t volunteer information too often, and we needed an “information extraction” strategy for clients.

Our office sends out survey emails to every client at regular intervals. That works in a limited way.

I tried calling clients. That also works in a limited way. Most don’t recognize my number and don’t answer.  Clients are usually very polite, but don’t really tell you what they are thinking.

I needed something fresh and vulnerable.

So, on a whim, I shot a video on my iPhone and sent it to a few clients in an introductory email.

The response was fantastic!  So, I kept doing it.  And, over time, my process has improved.

How to do selfie-videos to clients

When a new client chooses our firm to serve them, I get an email.

This email triggers my reach-out to the new client.

I bought a $30 microphone on Amazon that plugs into my phone. I use that to improve the sound. This is the only “production” I do. The rest of the video is raw, and the lighting is often bad.

The average video is 1:08. Very short. I then upload it to YouTube as an “unlisted” video. This means that you can’t view the video unless you have the link.

Uploading only takes about 2-3 minutes, assuming you have a good wifi connection.

The video title does not mention the client’s last name, only their first name. Most titles are “Hi Molly. From Jeff Hughes at Sterling Law.”

Of course, I don’t mention any personal information in the video, although I do make it a point to say their first name and the name of our attorneys serving them.

I personally shoot every video for each client. They don’t get a video that someone else gets. There are no “canned” videos.

My process is to introduce myself and thank them for picking Sterling Law when they have so many other choices.

I close the video reminding the client that we will fight for them through the whole process and be there for them. In addition to their legal team, I want to be accessible to them. So, I provide my email and my personal cell phone.

I don’t use a script. Every video is different. If I make a mistake, I use the video anyway. I am not interested in being perfect. I want to be real.

Like most people, I hate seeing myself in video. I feel like a self-conscious dufus. But, as I have done several hundred of these videos, my comfort level has improved.

I shoot most of the videos at my stand up desk in my office. However, as I travel often, I shoot them from hotel rooms and conference centers as well.

 

Example of one selfie-video to clients

Extra benefits of client selfie-videos

We do get way more feedback because of the videos. But, there are other unexpected advantages as well.

Clients remember their experience with Sterling in warmer way. The personal touch and vulnerability of video breaks down barriers and builds connection. Clients remember feelings about their experience with Sterling. This is far more important than the details of our representation.

They have a greater understanding of the full team supporting them. They see me. I tell them our whole team supports them. They not only have their primary attorney — they have access to a team.

Clients refer more potential clients to Sterling for us to serve. Family law is mostly a one-time experience for clients. If you are in a repeat client business, then the selfie-video makes even more sense.

The numbers on selfie-videos to clients

About half the clients watch the video. I know some don’t click the link because they are concerned about a spam. YouTube tells me how many views each video gets.

I get direct responses back from about 40% of those who watch the video. I do about 70 videos a month to new clients. As a firm, we definitely get more future feedback from the client as their case moves along.

Each video and attached email takes about 4 minutes for me to prepare and send.

So, here is the math: 4 minutes + vulnerability = more referrals and better client experience.

That is a pretty good deal if you want my $.02.