How One Attorney uses video as a sales funnel
Martin Johnson is an an estate and tax planning attorney focused on making wealth and legacy planning more accessible to historically overlooked communities. For his clients, the decision of who they want to work with often has an emotional component as they are dealing with their own mortality and their desires for their heirs.
As the owner of a small practice, Martin builds his business through relationship-based sales and marketing techniques which has served him well. But as the sole business development person, there are limits to the time he can spend on those activities.
where do referrals go?
Martin had a good stream of referrals, and he knew that the first place a prospect would visit is his website. His website was text heavy and he knew that people are much more likely to watch a short video than ready lengthy text. He also had a strong feeling that video that told his story would help prospective clients to understand why they should take the next step.
A Video sales funnel
Martin collaborated with the team at fLO Content to create a mini video sales-funnel ecosystem, easy for a solo or small team to employ. This consisted of a brief “brand story” video for the website, a more personal video centered on his “why” he does what he does that he sends after a consult is booked, and two very short top-of funnel videos – one for estate and one for tax planning.
A Video sales funnel
brand story
The brand story video lives in the hero section of Martin’s website, the first thing that people see when they visit the site. It includes an overview of his services, what makes his practice unique, and a client perspective to provide external validation. Prospects who resonate quickly move to the next step, booking a consult.
the "why"
Once the consult is booked, but before it occurs, the “why” video is sent. As a deeper dive into the personal motivations behind his work, this kind of storytelling helps a prospective client to feel a deeper human connection and engenders trust. Clients arrive to the consult already knowing they want to work with him.