Attention: Trial Lawyers
Get Cases with a Documentary
Documentaries increase our clients’ signups by elevating digital conversions, intake signups, retention, referrals, and referral partners.
Featured in the above: Harlan Schillinger (Grandfather of Legal Marketing), Julia Metts (Trial Lawyer at Clancy Fleishman Law LLP), Keli Heskett (Legal Medical Consultant), and Ken Hardison (Lawyer and Founder of PILMMA)
Case Study #1
57 More Cases After Adding a Documentary to an Existing Campaign
Before: An Already Successful Campaign
The law firm had been running a successful 7-figure ad campaign on Meta for several years for cases involving institutional sexual abuse.
Next, Our Documentary is Incorporated
At the start of 2025, the documentary Serving Survivors was embedded on each landing page and thank-you page that was part of the ad campaign.
57 Additional Cases Were Tracked to the Campaign
After adding the documentary, thousands viewed the film, and the campaign yielded an additional 57 signed cases compared with the prior 12-month period.
How a Documentary Elevates the Entire Firm
These films are designed to be incorporated into your law firm’s entire ecosystem.
Digital Conversions
From establishing authority with AI and infusing SEO strategies to weaving it into the entire website, these films (and their companion assets) build trust before potential clients ever call.
Intake
Potential clients who do not sign up on the first call, demonstrate hesitancy, or are shopping around should be sent a film, “This will let you know what it feels like to have our firm represent you.”
Retention
These show the impact on clients’ lives and the quality of legal and relational service expected of all team members. This helps them connect with the powerful impact they can have on clients, ensuring high standards are reinforced.
Referrals
Past clients and existing referral partners can easily show others why your firm should be trusted. The films also help grow referral partners.
Case Study #2
Attorney Ken Hardison Hits Fundraising Record with Documentary
“You are a gifted interviewer. You have a calling.”
John Morgan, Founder of Morgan & Morgan
A Few of Our Documentaries
Time & Depth Change Psychological Outcomes
In order to Leave viewers Changed, your Story Must Be Engineered to Do These Three Things
Disarm analytical resistance
Transfer trust to the viewer
Establish the lawyer as the credible ally
We systematically create these by harnessing three well-studied psychological principles
Narrative Transportation
When viewers are absorbed in a real story, they stop evaluating and start experiencing. Their beliefs shift not through argument but through what they emotionally experienced. They walk away with conviction, not data points.
Identifiable Victim Effect
When involving past clients in films, people respond more powerfully to vivid, named, relatable persons than to any statistic. The brain numbs to numbers. It can’t numb to a face and a name.
Parasocial Relationships
When people spend extended time with someone on a screen, a real one-sided bond forms. It feels to the viewer like a genuine connection.
These require time and depth to achieve, and when done right, we reliably see:
Comparison Shopping Is Reduced
Trust transfers to the viewer
Familiarity lowers barriers to action
Empathy converts to action
In other words, simply adding one of our documentaries to a single channel resulted in 57 additional cases.
Now imagine what happens when you integrate this into your entire digital, intake, and referral ecosystems?
Rolling Out a Documentary for Maximum Success
Our packages range from “just the film” assets to strategic consulting and marketing execution.
As Soon As You Start
Your marketing campaign can (and should) begin before the film is completed.
Once production starts, your firm can begin the hype. You can announce the documentary in the works, give hints at the subject to your audience, and indicate that your firm is telling a significant story.
This supports social content, email campaigns, articles, press releases, and more before the film is even released.
During Filming
Filming itself becomes part of the story.
With the right permissions and sensitivity, your firm can share behind-the-scenes content, the project’s purpose, and why this story matters.
That alone helps position the firm differently.
While most firms are posting claims, you are demonstrating care and concern for more than just “results,” but rather the nuances of how the work you do impacts others.
During the Editing Process
These documentaries take hundreds of hours to craft.
That process creates more than a finished documentary. It produces an endless library of moments, themes, quotes, visuals, and behind-the-scenes content to feed the firm’s content ecosystem.
Long before the film is even released, this can be used to create short-form videos, images, emails, articles, social posts, and more.
At Launch
The launch is where the documentary becomes a trust-building pillar.
It can live on a dedicated watch page, your home page, relevant practice area pages, blog posts, email campaigns, social platforms, and ad campaigns.
It can also be shared directly by and with intake teams, referral partners, previous clients, doctors, lawyers, and community contacts.
The film gives people something valuable to share: a reason to trust your work.
After Launch
The value does not stop after release.
A film like this can continue to support your firm for months and even years. It can be clipped, quoted, referenced, embedded, advertised, emailed, retargeted, and incorporated into your vendors’ long-term SEO and AIO strategies. There are also opportunities to explore for hosting screenings of the film with community partners.
We help provide many of the assets needed to make that possible, including short-form videos, image posts, email and article copy, launch materials, a trailer, and a short film that functions more like a traditional testimonial. We also provide strategic guidance.
We Provide Exact Action Steps for Your Entire Team
Whether you want to do it all in-house or have us help, we’ve got an exact process to ensure you get the absolute most out of your investment.
