Alexander Shmulsky Law
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600%
Return on Investment
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100%
Ideal Case Increase
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33%
Average Fee Increase
Project Overview
Alexander Shmulsky is a criminal defense attorney serving the Saratoga and Ticonderoga areas of New York, representing people accused of committing felony and misdemeanor crimes. While his firm is smaller than competitor firms in the area, Shmulsky Law is known as a go-to criminal defense firm.
“Most of the criminal defense lawyers that I compete with are part of a larger firm, with many more resources and an ever-expanding marketing budget,” says Shmulsky. Despite having tough competition, once a prospect knows the kind of results he gets, Alex often wins clients with his positive record and personalized approach.
“Clients pick my firm based upon our reputation for providing the best possible outcome in criminal cases,” he explains.
While clients frequently chose Shmulsky Law once they understood him, Alex was looking for a way to skip the convincing step and attract his ideal clients from the get-go. He chose video as the medium to achieve that goal.
Challenge
“I have always been interested in video,” says Shmulsky. “I knew that it was a good way to get my firm and my why out there. I was hoping to use the video to connect with my potential clients and develop a relationship with them prior to me even speaking with them.”
Alex cites the best part about owning his firm is choosing which cases to take on. “I have the flexibility to take cases I want and turn down the ones I am not interested in working on,” he explains. On the flip side, Shmulsky’s biggest challenge has been finding a consistent stream of those preferred clients.
With those factors in mind, he chose to partner with Crisp Video Group to produce a brand video for his firm in order to connect with and stand out to the ideal clients he wanted to take on. “Crisp was the only company I considered,” he says. “The videos they do are hands down better than everything else I have seen.”
I have always been interested in video. I knew that it was a good way to get my firm and my why out there. I was hoping to use the video to connect with my potential clients and develop a relationship with them prior to me even speaking with them.Alexander Shmulsky
Strategy
So the Crisp team got to work honing in on Shmulsky’s unique differentiators and how to strategically tell his story in a way that would attract the cases he wanted. He had strong results to show and meaningful motivators behind his practice, so it was a matter of capturing his ideal clients’ attention and leaving a lasting impression.
By combining a powerful backstory that inspired him to practice law with the undeniable praise from his past clients, Alexander Shmulsky Law had a compelling, professional, and persuasive video to utilize in no time.
Shmulsky positioned his video strategically on his website, so potential clients doing their research would be greeted with a piece of content that stood out and communicated clearly what made Alex the obvious choice for their criminal defense needs.
In the first year the video alone had a 600% ROI. It was the number one reason I was hired on many cases and contributed to other clients’ decisions to hiring me as well.Alexander Shmulsky
Impact
Shmulsky Law’s video did just that.
“Prior to having my video, I spent a lot of time convincing clients that I could handle their case and that they could trust me. I had to convince them to hire me,” Alex explains. “After having my video on my website, clients are coming to me ready to hire me. It was a change in mindset from ‘Do I want to hire this guy?’ to ‘Can I afford this guy?’ A very good situation for me.”
Shmulsky was previously securing an average three of his ideal cases each month. Since producing and implementing his legal brand video, he was able to double that number and increase his average fee by one third.
“I would say that in the first year the video alone had a 600% ROI,” he continues. “It was the number one reason I was hired on many cases and contributed to other clients’ decisions to hiring me as well.”
In addition to converting a much higher number of new clients, an unexpected result of the video is the feedback Shmulsky frequently gets from colleagues.
“Many lawyers I know mention how impressed they are not only with the video and its production, but more importantly they see me and my practice in a whole new light,” he explains. “Referral business is up as well.”
For Alexander Shmulsky Law, investing in a high-quality brand video was without a doubt the right thing to do. To other attorneys struggling to differentiate themselves and grow their legal practice, Alex encourages anyone ambitious enough to value growth to be brave.
“It is very easy to sit back and be scared,” he says. “It takes guts and some risk to make changes that will really impact your firm.”
Thanks to his own guts and calculated risks, Alex’s firm is continuing to grow, and he is continuing to help more people through difficult times, just like the lawyer who helped his family at the start of his own story.
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600%
Return on Investment
-
100%
Ideal Case Increase
-
33%
Average Fee Increase
It is very easy to sit back and be scared. It takes guts and some risk to make changes that will really impact your firm.
Alexander Shmulsky
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