I couldn't sleep the other night and was flipping channels. I will tell you that I never watch those ridiculous infomercials. However, this one caught my eye and I could not stop watching. It was so compelling that I watched the entire thing (it was a 1/2 hour long) and kept me up till 2:00 a.m. (ugh!). I kept thinking that I must be an idiot to keep watching this, but as much as I wanted to turn off the TV and go to sleep, I really wanted to keep watching to see the results people were getting using this product. What conflict. Hence, the beauty of an infomercial.
When you're on the checkout line in the supermarket, have you ever stared at the headlines and pictures of the tabloids plastered in front of you? Of course you have. Everyone has. Why? You know that it's nonsense and the stories are about celebrities you care nothing about. So why are you so interested in the headline and the cover photos? They're compelling, aren't they? No matter how many times you look around at something else while on line, your eyes keep coming back to "Aliens devour Brittney's babies," or "Oprah wants Obama," or some other nonsense.
What was so compelling about the infomercial?
Not the product, which was a bodybuilding product, but the actual results from real people who used the product. One after another. Actual photos of before and after; actual videos of real people showing their daily workouts and how they actually looked after the program.
Even more important was stressing a negative. What do I mean? The infomercial came right out and said this workout program was not for everyone. It also said that the workout was hard and you might get discouraged and want to give up. By stressing a negative, the product and the infomercial gained more credibility.
I kept watching to see what ordinary people had to say about this product. They were different ages, with different abilities and showed exactly what they did to achieve great results.
How can you use this to create better attorney videos? Simple. Get your satisfied clients in front of your camera. Have them explain what their problem was. Have them explain why they chose you instead of thousands of other lawyers. Then have them explain what you did to solve their legal problem, and how happy they are now.
And don't forget to make a compelling headline!
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