It’s Not About How You Look
5–7 minutes to read
At its core, video marketing is not about film equipment, camera angles, soundtrack choices, or any kind of aesthetics at all.
It’s all about your story. It’s who you are.
But what if you’re shy about who you are? What if you don’t feel like you have a story to tell?
Your legal video serves the purpose of telling your story for you. You are the face of your business. That’s a lot of pressure! So when it comes time to step up to the camera, many people feel shy and nervous about their appearance.
You might think to yourself, “I should lose more weight before I do this video” or “My face doesn’t look great today; I should reschedule this shoot.” Here’s the thing — not only does your appearance have no weight on the story of your brand, but your clients aren’t going to care what you look like.
The people who are looking to hire you don’t care about your bad hair day, those last few pounds you meant to lose, or any of the physical details you might be hung up on.
Let’s talk about what clients are going to be focusing on when they view your video content — and why your appearance should be the last thing on your mind.
Do Looks Matter When it Comes to Video Marketing?
Do looks matter? You bet they do! Does your appearance matter? Of course! We’re sure that prospective clients would react quite differently if your video were shot in your bathroom while you were on the toilet.
But clients aren’t looking to see how much you weigh or what your face looks like; they want to see that you’re professional, empathetic, and that you have a why they can connect with.
Yes, you should dress in a way that positively represents you and your brand. And yes, you should think about the quality of your lighting, equipment, and video production. (That’s why you chose Crisp, right?)
But if you’re worried about how viewers will judge your physical appearance, you might need to adjust your mindset.
Clients want to connect with you. They want to know that you’re going to help them solve a problem. That you’re going to support them in their time of need. That you’re going to fight for them and give them a voice.
Do you want to know what the two most important aspects of your legal video is to clients? Your demeanor and empathy.
In fact, 73% of people say that they will stick with a brand if the person that they touch base with is friendly. And, according to the National Empathy Index, businesses that are more empathetic with their clients grow 50% faster than those who aren’t.
Your clients are likely coming to you with a serious issue. They want you to understand the pain, anger, or stress that they are feeling about their situation. You’re the person that’s going to represent them. There’s a bond that forms when an attorney works with a client in need. You have to get across, on camera, that you are going to treat their case as if it were your own.
The videos that you produce are tools that you use to connect with clients. They’re a way for you to let them know that you understand what they’re going through, to communicate all the factors of who you are that make you the right choice for them, and to assure them that you’re here to handle their issues with poise and confidence.
Your clients want to feel who you are, not see what you look like.
3 Reasons You Shouldn’t Worry About Your Flaws on Camera
We’ve been producing legal videos for a long time now. Every year, we introduce new strategies, upgrade equipment, jump on disruptive strategies, and leverage emerging technology to create bigger, better, more cost-effective videos and campaigns for our clients.
In all of this time, one thing hasn’t changed — the importance of the story.
Storytelling is by far the most important aspect of video marketing.
But if you’re still nervous about your appearance, we get it! Again, you may be feeling the weight of camera-pressure. So to solidify our point, let’s go over some of the main reasons that you should embrace the camera, not fear it.
1. Your customers care about who you are, not what you look like.
No! We’re not trying to feed you a cheesy rom-com quote. It’s true.
Do you know why 81% of brands that use video see an increase in sales from their video content? Because video is one of the only outlets where customers feel like they can really connect with you. The emotional and logical power of video marketing is profound.
In a recent Google study, 45% of millennials that watch YouTube said that video content made them feel the need to make a personal change in their lives. And 39% said that video content had a life-changing impact on them.
That’s not because they saw a beautiful face. It’s because they felt a real, meaningful connection to the people in the videos.
2. Your clients want your mind, not your looks.
While it may seem counterintuitive to the visual nature of the video, aesthetics aren’t the only takeaway from video content. Not even close.
Prospective clients consume video to garner tangible information and to get a feel for what working with your firm will be like. People retain 55% more information from content when it’s visual as opposed to plain text. Video is an incredible tool for getting your message across and making sure it sticks.
So next time you think about whether or not you should get in front of that camera, remember that your clients are far more interested in what you say than what you look like. They’re going to remember the information communicated through video, and the emotional connection you make with your video content will make a lasting impression. That’s what’s important.
3. You are your brand.
Remember, you are the core component of your business. The ways that you think, act, and connect with people are critical drivers of your future success — both on and off camera. While that can definitely contribute some pressure, it’s important to remember who you are. And it should be empowering to know how much you bring to the table.
When you get on camera, you don’t want to be thinking about how you look. No one else will be.
If you’re authentic, confident, empathetic, and an expert in your industry, your clients will take note.
Sometimes it can be tough to remember how amazing you are when you’re in front of the camera. But you’re a game changing attorney that’s ready to fight for your clients and crush every case that comes your way. You wouldn’t be here if you weren’t.
Looks are superficial. Your skills aren’t. Your story isn’t.
Represent your brand by proudly communicating that confidence and clarity. The results will speak for themselves.
So what are you waiting for? Get out there and be the incredible, empathetic, results-driven advocate that you’ve always been.
When you’re ready to shoot that amazing video, contact us. We’ll be there to help you create a high-quality, creative, unique video that will show your clients just how much they need you.