They’re similar to car accidents, which are difficult to target as well because everybody drives a car, so anybody can get a speeding ticket, and anybody can get into a car accident. What you have to do is what I’d call dog whistle marketing. Here’s the strategy.
First, You Target Your Preferred Audience
What you have to do is you create your preferred audience. For example, you like representing people ages 35 through 45, or you like representing people ages 40 through 65 because they typically have better driving records and have more money to pay. Therefore, you want to narrow it down to some sort of demographic.
I like trying to narrow it to about 10 years if possible, like 35 to 44, something like that. Then, you create some sort of video, a high-value video. In the video, you talk about all the different ways that you help clients beat speeding tickets.
Make A High-Value Video
You could make a video about the five major mistakes people make once they get a speeding ticket. Or, five mistakes people make when getting a speeding ticket. Or, five mistakes people make when fighting a speeding ticket that could actually cost them more money.
When I was in college, a buddy of mine got a speeding ticket and he tried to fight it. I think the ticket was like $160, and the fine ended up increasing to $300 or something. I don’t remember the circumstances, but you can kind of scare them or put out some alarming information.
You’re going to create a video that’s at least five minutes long. What you’re going to do is you’re going to create a video that provides value, pure value.
It’s going to say something like three mistakes people make when fighting their speeding ticket. Or it’s going to say, five reasons why it makes sense to hire a lawyer if you get a speeding ticket, rather than go into court and risking that, the cop does show up.
Why The Video Needs To Be Five Minutes Long
Basically, you would create a high-value video. When you create this high-value video, you want it to be five minutes long. The reason for that is you want to go into Facebook and create a custom audience of people that watched at least 25% of this high-value video.
The Big Red Bar
Then, you’re going to run this video to your avatar. And there’s another thing you want to do… I don’t know if you’ve noticed a lot of my videos, but I have a red bar at the top.
Why? It’s called a pattern interrupt. It gets your attention even if you don’t hear the audio because it’s a big red bar.
I also use emojis because they don’t count as text. If you have too much text on your videos, then Facebook will not show them.
You can say something like got a speeding ticket? And you can even have a picture or an Emoji of a car or a police officer. There is a lot of different emojis that you can use.
Create A Custom Audience
Next, you’re going to run that video to your avatar for about four or five days. You also want to go into Facebook audiences, and you want to create a custom audience of people that watched 25% or more of that video.
Now, here’s why you want to do this. Like I said, you want to make sure the video is at least five minutes long. If somebody stops and watches a video that is five minutes long, and they watched at least 25% of it, that means they watched for a minute and 15 seconds. That’s an eternity on Facebook.
Nobody is stopping and watching that video unless they’re really interested in that subject. It’s probably because they’ve got a speeding ticket.
Then you take everyone who watched that video and run a second video to them. The second video can be another high-value video and should be another five minutes long, talking about why you want to make sure that you have a lawyer that handles your speeding tickets.
What To Do Next
You’re only showing that video to people that watched 25% of the first video. So, now you’re going to have an audience that has watched 25% your first video, and then 25% of your second video.
The Third Video
Finally, you’re going to create a third video. That one is going to say, “Hey, listen, I’m attorney Mike Smith. You probably got a speeding ticket. I know you’ve seen a couple of my videos. Why don’t you click the link below, fill out the form and we’ll take care of it for you rather than risk…”
You basically make your pitch right then. So, that’s kind of how you do it. What you do if you have this really wide audience and then you narrow it down and then you make your pitch.