Just Focus on Your Ideal Client
One of the best gifts my wife ever got me was a straw.
Seriously.
One of those big plastic straws that goes into a cup. Nothing fancy. No wild shape. I think it cost one dollar for a four pack.
But it had a TON of meaning to me.
The hospital where my son was born is famous for these cups. Seriously, ask any woman who gave birth at Winnie Palmer in Orlando. Getting another cup was legitimately listed as a pro on my internal “should we have a second kid” debate.
After a year or two of using the cup from my son’s birth, the straw finally gave out. And that cup is not exactly easy to use without the straw.
The gift mattered not because it was expensive, but because it was exactly what I needed. It had emotional value. It showed care. It showed attention.
And gift giving is not even my love language.
People First, Always
Life is about people and relationships.
Last week, I had a fun family brunch with Chelsea Williams and our kids. The next day, I had an adult brunch with some of our Chicago clients. I forgot to take photos, unfortunately.
But what happens when you cannot be with people as much as you would like?
A phone call is nice. A letter is wonderful. But sometimes, you need video to truly connect.
Killing the Radio Star
If a picture is worth 1,000 words, then a video tells 24,000 words per second.
Nothing beats face to face interaction. Nothing. And if any marketer disagrees, I would genuinely love to have that conversation.
That said, face to face takes time. You need to be in the same place. There is travel involved.
It has been amazing meeting many of our LegalEase clients on the road, but since we are nationwide, spontaneous meetups are not always possible.
That is where video becomes the next best thing.
Video allows people to see you, hear you, and feel you. It helps them decide whether they want to know you better.
I have not used Tinder in a VERY long time, but I would bet that replacing profile photos with a thirty second video would lead to better matches.
I go back to Gary Vaynerchuk’s point about people who thrived on Instagram photos struggling on TikTok because personality suddenly mattered.
And he is right.
The Impact of Video
There is a fascinating study discussed in Robert Cialdini’s Pre-Suasion that focuses on coerced confessions.
When people listened only to audio recordings of confessions, opinions were split on whether the confessions were real or coerced. Spoiler alert, they were all coerced.
When the same interview was shown on video from over the officer’s shoulder, focused on the suspect, most viewers believed the confession was real.
When the identical interview was shown from over the suspect’s shoulder, focused on the officer, opinions flipped completely.
Nothing changed. The words were the same. The tone was the same. Only the visual focus changed.
A lighter example is an Apple commercial where a man jokingly claims he is the killer just to get the camera to focus on him.
It works because it is true.
Studies consistently show that we attribute more importance, credibility, and emotional weight to whatever is visually centered.
This is why you should make yourself the visual focus of your videos, even though the content should be focused on your ideal client.
Practical Video Tips
Audio Matters More Than Video
Bad audio will drive people away faster than fuzzy video. Always prioritize sound quality.
Keep It Short and Valuable
Shorter is usually better, especially when in doubt. Respect attention spans and make every second count.
Be Intentional With Ad Placement
If you are running ads, think carefully about where they appear. For example, a personal injury firm does not want its ads playing on children’s YouTube videos.
Pro tip, placement matters more than most people think.
Context Shapes Response
Another study from Pre-Suasion found that “stand out from the crowd” ads performed better during romantic movies, while “join the crowd” ads performed better during horror films.
When people are scared, they want safety in numbers. When people are emotionally aroused, they prefer individuality. Context matters.
Listen to the Right Feedback
If you show up consistently on video, trolls will appear. Ignore them.
Also ignore the people who only tell you how amazing you are, even though you probably are.
But if you receive thoughtful, actionable feedback, pay attention to it. Use it to improve your delivery, clarity, and confidence.
Remember Who the Video Is For
If you feel nervous about going viral or being seen by everyone, refocus.
Picture your ideal client. Speak to that one person. Make the video for them.
Everything changes when you do.