Personal injury marketing isn’t won on the next billboard or even at the top of Google. It’s won – or lost – in the first 15 seconds someone spends on your website. That’s when “emotional elimination” happens.
The Mistake Most Firms Make
When someone visits a PI website after a serious accident, they’re not there to admire verdict totals. They’re anxious. Life just threw them a seriously unwanted curve. They’re looking for reassurance – not to admire your trophy case. Most firms lead with “millions recovered.” Results do matter, but leading with them answers the wrong question too early.
The first question isn’t “Are you good?” It’s “Do you get what I’m going through—and can you calm this chaos?” If your video reduces fear before it sells expertise, everything changes.
Stop Chasing Trends
Short-form video works – but not for the reasons everyone thinks. AI-generated content, lawyers dancing on camera, cringe bait… none of that matters if the message isn’t clear.
The firms winning with video do this instead:
- Create one strong long-form video to establish authority
- Break it into short clips
- Each clip addresses one specific fear or misconception
The key is making video content for intent over content for attention.
Case Study
One of the best-performing firms we’ve worked with didn’t do anything flashy. In a crowded, hyper competitive PI market down South, they chose one recognizable idea and committed to it. No trend chasing. No overpromising. Just consistency. It made them memorable – even next to firms spending way more. Clarity wins.
The Bottom Line
After an accident, people aren’t thinking about your market size, awards, or verdict totals. They’re scared their life just changed. That’s the moment your video has to speak to.
If your message could belong to any firm in your market, it belongs to none of them. You’re not competing – you’re blending in. Stop trying to appeal to everyone. Use video to make it obvious who you’re right for.
John Heiple is Vice President of Creative Production at VVK PR + Creative, where he oversees studio operations and executive produces video projects for major personal injury clients like the Sam Bernstein Law Firm (Michigan), John Foy & Associates (Atlanta), Gruber Law Offices (Milwaukee) and Richard Schwartz & Associates (Mississippi). With over 20 years of industry experience, including 11 years at Detroit’s NBC affiliate, WDIV, John has produced strategic creative for hundreds of organizations. He can be reached at: john@vvkagency.com