Ep. 212 - 4 Ways to Get More Law Firm Leads Using Artificial Intelligence

Summary

Law Firm Marketing Hacks Podcast Host: Andrew Stickel
Episode: 212 - 4 Ways to Get More Law Firm Leads Using Artificial Intelligence
Release Date: October 26, 2023

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Introduction

In Episode 212 of the Law Firm Marketing Hacks Podcast, host Andy Stickel delves into the transformative role of Artificial Intelligence (AI) in the legal industry's marketing strategies. Highlighting the urgency for law firms to adopt AI, Stickel outlines four actionable methods to generate more leads and attract ideal clients using AI tools like ChatGPT.

1. Generating Engaging Video Topics with AI

Stickel emphasizes the importance of quality input for AI to produce valuable outputs. He warns against vague prompts, stating, "Garbage in, garbage out" ([00:50]).

• Effective Prompts: Instead of asking general questions like "What are some video topics for a criminal defense attorney?", Stickel recommends more specific prompts such as:

  • "What are some of the common misconceptions about a Breathalyzer test?"
  • "What is something people don't know about DUI checkpoints?"

• Benefits: These focused prompts lead to unique and engaging video topics that capture the audience's attention, fostering trust and recognition. As Stickel puts it, "when people watch your videos, they'll start to know you, they'll start to like you, and they'll start to trust you" ([04:15]).

2. Simplifying Complex Legal Topics

Stickel points out that lawyers often communicate in complex terms, which can alienate potential clients. He introduces the concept of "Explain Like I'm Five" (ELI5) to make content more accessible.

• Application: By prompting AI to explain legal concepts in simple terms, such as "Explain no fault insurance to a five-year-old," lawyers can create content that is easier to understand for the average American, who reads at an eighth-grade level.

• Impact: Simplifying language helps in demystifying legal processes, making the content more relatable and increasing viewer engagement. Stickel notes, "A confused mind always says no" ([03:30]), underscoring the importance of clarity in communication.

3. Crafting Catchy Headlines and Titles

The effectiveness of content is significantly influenced by its headline. Stickel stresses that without an attention-grabbing title, even the best content may go unnoticed.

• Strategy: Utilize AI to generate compelling and click-worthy titles. For instance, transforming a bland title like "Why Every Driver Needs No Fault Insurance" into something more enticing by prompting AI with specifics about worst-case scenarios.

• Outcome: Enhanced headlines lead to higher click-through rates, more video views, and increased trust and recognition among potential clients. Stickel articulates, "More people are going to click on the video, more people are going to watch the video, and more people are going to start to know, like, and trust you" ([04:50]).

4. Developing Video Scripts and Outlines

Creating structured content is crucial for effective communication. Stickel advocates using AI to assist in generating detailed scripts or outlines.

• Preference for Outlines: Stickel prefers creating outlines over full scripts for a more natural delivery. For example, an attorney might use AI to list the common mistakes fathers make in family law cases, providing a clear framework for their video content.

• Flexibility: Whether opting for a full script or an outline, AI can streamline the content creation process, saving time and ensuring comprehensive coverage of relevant topics.

Conclusion

Andy Stickel concludes by reinforcing the imperative for law firms to integrate AI into their marketing strategies. By leveraging AI for generating engaging topics, simplifying complex information, crafting enticing headlines, and developing structured content, law firms can significantly enhance their lead generation and client acquisition efforts.

Notable Quotes:

• "Garbage in, garbage out." ([00:50])
• "A confused mind always says no." ([03:30])
• "More people are going to click on the video, more people are going to watch the video, and more people are going to start to know, like, and trust you." ([04:50])

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Key Takeaways:

• Adopt AI Tools: Integrate AI like ChatGPT to enhance marketing efforts.
• Quality Prompts: Use specific and thoughtful prompts to generate valuable content ideas.
• Simplify Communication: Make legal information accessible to a broader audience.
• Engaging Headlines: Create compelling titles to attract more viewers and potential clients.
• Structured Content Creation: Utilize AI for efficient script and outline development.

By implementing these AI-driven strategies, law firms can not only increase their client base but also build stronger, trust-based relationships with their audience, ensuring sustained growth and success in a competitive market.

Transcript

[Andy Stickel]

You're not just a lawyer. You're a defender of the defenseless. You possess a license that allows you to fight for those who can't fight for themselves. But while you're fighting for others, who's watching out for you? For far too long, lawyers have been fed line after line by big marketing companies, promising the world and delivering nothing. And even worse, think of all the people you you were unable to help just because they didn't know you existed. That ends today. It's time to take the power back. This podcast will teach you how law firm marketing really works. How to not only get more clients, but how to get your dream clients. How to save time, how to save money. How to save energy by only focusing on tactics that work so you can grow your firm and help more people. And how to never get screwed by a marketing company ever again. My name is Andy Stickel, and I've helped thousands of lawyers, and I can help you, too. This is the Law Firm Marketing Hacks podcast. Artificial intelligence isn't coming to the legal industry. It's already here. And if you don't start using it, your law firm is in danger of going extinct. In this video, I'm going to give you four ways to get more leads and more clients using artificial intelligence. What's cool about artificial intelligence is that the better information that you feed it, the better information that you're going to get from the artificial intelligence. Always remember, garbage in, garbage out. And what that means is that if you give a bad input, you're going to get bad outputs. Now, one of my favorite things to do with ChatGPT is to generate video topics. Now, you don't want to just say, what are some video topics for a criminal defense attorney? Or what are some video ideas for a personal injury lawyer? Because that's garbage in. What I like to do is I like to give a better prompt. Now, one of my favorite prompts is the misconceptions prompt. For example, you can ask, what are some of the common misconceptions about a Breathalyzer test? Or what are some of the common misconceptions about divorce? Or what are some of the common misconceptions about how car insurance companies treat car accident victims? Another one of my favorite prompts is asking, what is something people don't know? For example, what is something people don't know about DUI checkpoints? Or what is something people don't know about father's rights? Or what's something people don't know about motorcycle accidents? Now, these prompts aren't about learning anything new. You already know this stuff. However, when you ask what are the common misconceptions and what are things people don't know? You'll get a lot of ideas for video topics that you probably wouldn't have thought of otherwise. And these topics will be really engaging and they'll get people's attention, which means that more people will watch them. And when people watch your videos, they'll start to know you, they'll start to like you, and they'll start to trust you. And that is the name of the game. This allows you to prove you can help people by actually helping them. Now the next thing you can do with artificial intelligence is make topics easier to understand. Unfortunately, lawyers aren't the best at making things simple. I like the phrase Eli5, which means explain it like I'm five. So I'll type that directly into ChatGPT. For example, explain no fault insurance to a five year old. Or explain the arraignment process using an analogy that a kindergartner would understand. Or explain how child custody is determined in very simple terms. What these prompts do is give you a very, very easy to understand version. The content that anybody can comprehend. You have to remember that lawyers have a much higher level of education than most Americans. The average American reads at an eighth grade level. A confused mind always says no. So if you talk like a lawyer, you're going to confuse most people. If you use simple language analogies and stories, it will be much easier for people to understand what you're saying. And this will make more people watch your content and bring them closer to you. Now the next thing you can do with AI is to create headlines and video topics. And that will make people actually want to view your content and watch your ads and read your blog posts. It doesn't matter how great your content is, if your title is boring, no one's going to watch it or read it. You must create catchy titles and catchy headlines that will get people's attention. Fortunately, ChatGPT can help with that. For example, let's say you just created a video on why every driver needs no fault insurance. Well, that's a really boring title. So what you can do is go to ChatGPT and say write me a really catchy clickbaity title about why every driver needs no fault insurance and what the worst case scenarios are if they don't have it. This will create several catchy video titles and headlines that you can use that will actually make people want to watch your video. When you have a better title. More people are going to click on the video, more people are going to watch the video, and more people are going to start to know like and trust you. And as I already said, when that happens, that's how you get clients. Now, my last tip is to create a video script or a video outline using artificial intelligence. Now, I prefer to create outlines because I don't really like reading from a script, but maybe you want to create an entire script. You can ask ChatGPT to do either one of those things for you. For example, let's say you're a family law attorney and you're making a video about the common mistakes that fathers make in family law cases. You can ask ChatGPT to give you a video script broken down by bullet point of the most common mistakes fathers make during family law cases. And it'll create an entire outline consisting of all of your talking points. And then you can just copy that into a Google Doc and you're good to go if you'd prefer. Or you can ask ChatGPT to write the entire script for you and it'll do that as well.

[Podcast Announcer]

Thanks for listening to the Law Firm Marketing Hacks Podcast. Want to see how we help 24 lawyers double their revenues in just one year? Most lawyers think it's impossible, but we've actually built a simple, effective method that works for any practice area. You want to find out what it is? Head to 2xyourlawfirm.com and watch the free training that Andy Stickle just recorded. In less than one hour, you'll discover how to transform your firm. In less than 12 months, Andy will reveal why you're not making as much revenue as you deserve and how to do something about it starting today. Why the secret to doubling your revenue is not getting more leads, the simple yet brilliant shift that grows your law firm like wildfire, and why your past marketing campaigns have failed. You'll also learn the secret rule that's followed by the top 1% that creates exponential growth and how you can use it too. So go to 2xyourlawfirm.com today to discover the simple, not so ordinary way that we've helped 24 lawyers and counting double their revenue in the last year. Don't miss out. Go to 2xyourlawfirm.com today before we take this training down.