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David Plouffe is a political strategist. He managed Obama’s 2008 presidential campaign — and shares many of his best “war stories” in his excellent book The Audacity to Win. It’s a great read. I recommend it.

Anyway, here’s one such story that demonstrates the power of video:

This was sometime after the primaries. Obama needed cash and he needed it fast. Folks were donating, but nowhere near enough. They needed to find a way to persuade supporters to invest higher amounts.

After a bit of brainstorming, Plouffe, the campaign manager, came up with an excellent idea — one that brought in a lot of money fast.

He figured out that the reason supporters weren’t donating more was because the day-to-day management of the Obama campaign seemed too “abstract” for them. It just wasn’t real or in their face.

So David decided to start recording daily “behind the scenes” video updates, which they circulated to supporters and donors.

For the first few days, they didn’t have a suitable camera on hand, so they used someone’s phone instead. The footage was grainy and the sound was crappy, but they were desperate for cash so they sent them out.

As expected, when supporters saw what was going on in the war room, when they saw how their cash was being used and why their donations and support was so important, donations sky-rocketed.


Because the cause suddenly became real.

Now, I’ve not yet got to the good part of the story.

After a few days, a professional camera arrived, complete with lighting, studio microphones, etc. Plouffe filmed some more videos, only this time, they actually looked professional — i.e. worth of being taken seriously.

Do you know what happened?

Not only did donations fall, but they received an avalanche of complaints. Donors and supporters felt like they were being treated with contempt.


Because these “professional” videos weren’t real anymore.

There’s a moral here, and you can use it to dramatically increase the number of new clients your website attracts to your law firm. (How can I be so sure? Here’s why: we’ve tested this dozens of times.)

Here it is:

If you can make yourself appear more “real” to your prospects, it removes many of the barriers that stops them from picking up the phone.

Most attorneys don’t realize how much they intimidate their potentials.

Potential clients are physically nervous about talking to you. Why? Because they feel naked and ashamed. They’re outside their comfort zone.

The more you can humanize your law firm (and yourself) and “warm them up” on your website, the more likely they are to call.

How do you do that?

Simple. Put a video on your “about us” page. The more real and “behind-the-scenes” you can make it, the better it works. Again, we’ve tested this.

This piece of advice is on the house today.

About Richard Jacobs

My name is Richard Jacobs, and I’ve discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 13 years.

I’ve come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:

  • Helped over 180 attorneys author their own practice area book and become the ‘implied expert’ in their practice area
  • Helped hundreds of attorneys successfully navigate Google’s search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
  • Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
  • DUI / DWI
  • Family Law
  • Criminal Defense
  • Bankruptcy
  • Auto Accidents
  • Social Security Disability
  • Slip & Falls (Premises Liability)
  • Real Estate
  • Estate Planning / Probate
  • Wage and Hour Claims
  • Expungements / Post Conviction Relief

Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.

Richard is the author of 6 books published on Amazon, Kindle and

Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:

  • PILMMA (Personal Injury Lawyers Marketing & Management Association)
  • Las Vegas DUI Summit – Private event for DUI attorneys
  • New York Boutique Lawyers Association
  • Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
  • National Association of Criminal Defense Lawyers (NACDL)
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