Animated video marketing is starting to thrive within the digital landscape. Many business online are using explainer videos to better showcase their products. These videos are becoming more prominent in the legal industry as well. We interviewed John Socratous of wizMotions, the master of video animation, who helped us better understand explainer videos and how they might help your law firm. Thanks, John.
1. What is an “explainer” video?
An explainer video is an animated video that EXPLAINS a business concept, product, or service in a way that even a seven-year-old kid can understand and engage with it.
And as you already know, if you engage with your prospects on a DEEP emotional level, there’s a very high chance of them choosing YOUR law firm instead of others.
There’s a reason that the trend “explainer videos” became so popular these days, and that’s because it just grabs the attention and builds anticipation in the viewer’s mind.
Here’s an example:
2. How are explainer videos better or more effective marketing tools than a traditional video a lawyer might have produced? Is there a special process or method to these videos that gets viewers to convert better?
Explainer videos are more effective for quite a few reasons, and most of these reasons are related to psychological factors. Why? Well, because people buy for emotional reasons, never logical.
Let me explain just a few of the reasons why explainer videos perform way better than a traditional type of video and why it’s CRITICAL for any law firm to get more clients.
First, it creates a pattern interruption in the viewer’s mind and grabs the attention big time.
Let me give you an example of what I mean…
Let’s say you’re among a group of people, and you clap your hands ONCE but really loud. What do you think would happen?
Well, most likely, everyone will pause and turn to you with a weird look to see what’s going on, right?
You have their attention because something unusual just happened that people didn’t expect. That’s an example of a pattern interruption.
The same goes with explainer videos; it gives people the “unexpected” touch they need to give their 100 percent focus — at least for the first few seconds.
Next, what keeps the momentum and engagement going is the fact that we’re all visually wired and engaged to storytelling!
In fact, studies have shown that 50 percent of our brain is involved in visual processing and 150 milliseconds is all it takes us to understand a visual scene.
That’s why while driving a car, you see a red sign that indicates the road is dangerous from falling rocks instead of using a written sign of “BE CAREFUL! FALLING ROCKS!” It’s because visual processing is in our brain and DNA. We understand visuals better and faster.
The next piece of the puzzle is the “storytelling.” Since childhood, we’ve been enjoying listening to stories, especially fun stories we can relate to.
Visual plus storytelling (aka visual storytelling) — it’s a magic combination that creates ENGAGEMENT and makes people buy from you. That’s why explainer videos work and businesses are hiring wizMotions.
We’re implementing this methodology on every single video we create, and we’ve created 1,500-plus explainer videos to date, including law firms, small businesses, all the way up to Fortune 500 companies such as Google, CBS, Ericsson, Kaspersky, and more.
In fact, 40 percent of our clients doubled their income with a single video. It’s an important investment for EVERY business, not just law firms.
3. Are explainer videos more difficult or expensive to produce?
A decent explainer video that converts — it’s not an easy task; that’s for sure. It requires VERY strong marketing and animation skills.
There are two ways to get an explainer video done:
Option No. 1: Create it yourself
If you’re on a budget, using software is OK. However, if you are a serious business owner without any designing or drawing skills, you’ll experience a lot of painful trial-and-error issues as well as limitations in what images you can use. The question is, how much is your time worth to you?
Option No. 2: Hire a professional animation company
Given the fact that time is money, if you value your hourly rate at, let’s say, $30/hour and a DIY video will take you an average of 30 hours to create, it will cost you $900 to create just an average-looking video. So why not invest that money in a video animation company that will make REAL, PROFESSIONAL work for you, a video that will set you way apart from your competition and convert video viewers into action-takers and make your phone ring and bring profit to your business?
We charge a fraction of the cost because we’re not the middle man. We have a team of 24-plus full-time people. Plus, we count on repeated business from our clients.
4. Can illustrations, content, calls to action, and things like that be customized with explainer videos from wizMotion?
Absolutely! We create only 100 percent original artwork hand-drawn by extremely talented artists. Unlike other companies, we don’t use clip art or stolen images ever (be aware of this).
We also provide UNLIMITED revisions to the scriptwriting and storyboard artwork. That makes it a risk-free process with 100 percent satisfaction, and we won’t stop tweaking it until you’re fully satisfied with how the explainer video looks.
5. Do you load my video onto online video-sharing platforms, or can I share the video file on platforms of my choice?
We provide clients a HIGH definition format (MP4) video file, which they can use anywhere they want. You can upload it to YouTube, Facebook, on your website, and anywhere else you want.
6. Do you give guidance on what kind of stories work for marketing, or do customers have to come up with marketing ideas on their own? How much creative direction does the customer have?
There are two types of marketing stories that work: the DIRECT APPROACH and the STORYTELLING APPROACH. We ask the customer if he has a preferable choice or if he wants our professional opinion on what will be the best option for his particular purpose and his video campaign.
We have a team of copywriters specialized in this particular field — converting the message of a law firm INTO a compelling visual message/storytelling that holds the viewers on the edge of their seats.
7. What is the process like for making an explainer video? For example, what basic steps can an attorney expect from start to finished video? How long does it take?
Our process is pretty straightforward and risk-free because it requires the client’s approval first before we move to the next phase.
First of all, we give the client access to our project management system so he can start monitoring his project 24/7. This way, he will never feel [like] asking us, “Hey. Any update about my project?”
The client is involved in every step of the way. 🙂
Here’s a quick breakdown of our process:
Assuming timely approval/feedback from the client, our standard delivery time for the entire video is about two to three weeks (we usually deliver sooner). We do offer a five-day rush delivery option. However, this costs extra, as it puts the project on top priority from all the other open projects we have, and our team will work around the clock to meet the client’s deadline and deliver everything in five business days.
If you’re an attorney who wants to generate new leads and clients using the power of visual storytelling through a custom explainer video, check out our attorneys explainer video services.
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