The Law Offices of Lance Fryrear

Lance Fryrear started his firm in 2000 – at the time, his only marketing strategy was a $1,500/month ad in the phone book that he could barely afford. He carried two flip phones at all times – the phones were on different carriers, so whichever phone had the best cell service would be the phone he took calls on. He said he remembers many mornings and evenings where he’d jump out of the shower to grab his cell phone and answer, “Law Office!” as soon as the phone rang.

After three years, he hired a paralegal. After ten years, he hired an associate. Now, 18 years later, Lance has three associates and has moved on from phone book ads to experiment with a variety of marketing strategies, including legal directories like Avvo and working with platforms like Birdseye and Podium to obtain positive Google reviews.

However, that wasn’t enough. As Lance says,

People don’t hire lawyers based upon the lawyer’s skill.  Most people have never even stepped foot in a lawyer’s office, nor have they faced the seemingly insurmountable task of deciding who they are going to trust with their life and their future in their time of need.

Through my work at the Trial Lawyer’s College I realized that human beings think in pictures. This is why we can remember the layout of an office or a person’s house even if we’ve only been there once.  This is not true for other forms of communication (such as the written word). We’re also emotionally affected by visuals (like movies and photos). All buying decisions are emotional – someone will fill in the “facts” later to justify their decision. So, I had to find a way to tell an emotional story that communicated our “why” as opposed to our “what”. I had to find a way to differentiate myself – in fact, “Differentiate or die” is a motto I live by. No one cares that I’m an ex-prosecutor or how many cases we’ve won. They care how we can help them feel better and how we made our past clients feel when working with us.

Lance Fryrear

So, Lance set out to find a company that would help him produce an emotional, engaging video that could introduce his firm and communicate his “why”. He ultimately chose Crisp – and what happened next helped him achieve a 48% revenue increase for his firm.

Here’s what Lance shared with us when we asked him why he chose to work with us:

I chose Crisp because they were, by far, the best video production company I came across. Their videos were the most polished and Hollywood-like of any I’d seen before. More importantly, their attention to detail and commitment to emotional storytelling is unique in this industry. I can honestly say they’re the best vendor I’ve ever worked with.

Lance Fryrear