TechnoScore: 4.0
1 = Lowest Possible Score; 5 = Highest Possible Score
The Opening Reversal Gets This Video Off to a Good Start
This video by The Dolan Law Firm immediately commands your attention because the client makes no bones that she does not like lawyers. This unexpected statement makes for an unusually refreshing client testimonial. Her attitude changes once she starts describing how Chris Dolan, her San Francisco-based accident lawyer, was able to help her in a car v. motorcycle case. She looks at the camera straight-on, and even goes so far to say that she never imagined that she would ever become friends with a lawyer.
So far so good. As a potential client searching for an attorney online, I would then expect to see her attorney on camera, either in a split screen or immediately following her comments to discuss the challenges and outcome of her case. Such an appearances would bolster his credibility.
But Chris Dolan does not appear in the video — a head scratcher.
In that same department, why does a law firm that spends so much time and effort to produce a quality testimonial allow the videographer to advertise itself extensively before the video starts and after the video finishes? Giving free advertising to the videographer distracts the viewer from your message. Tell the videographer to take a hike. If the videographer offers you a discount, list its Web address in the sidebar text, not in the video.
Video Techniques
Lighting: Fair. There's an annoying glare from a light that's reflected off a plaque on the wall. There's also spotlight glare from the client's eyeglasses. Any experienced videographer should test for glare or reflections from the lighting. It's easily fixed by moving the lights or the camera.
Sound: Good. No issues here.
Set: A homey brick-walled background with a floor lamp. The client wears dark muted colors. A straight-on camera angle means the client speaks directly to the viewer.
Music: None.
Length: 52 seconds. Short and to the point.
Script: Scripted or at least brainstormed and rehearsed and it shows. Would you give an opening argument without rehearsing it first?
Performance: The client appears relaxed, down-to-earth, and credible. She seems real.
Sidebar: Good accompanying copy in the sidebar. No spelling errors and the firm includes its contact information and Web address.
Conclusion
This video lost one full point from its TechnoScore for the glare in the lights, not following through on a good idea (appearance by the lawyer to discuss the case), and allowing the videographer to share the spotlight.
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Client testimonials are nice, but do not make for interesting advertising. I nearly fell asleep halfway into it."
TechnoLawyer Publisher and online video producer Neil J. Squillante says: "A good example of how video can bring a testimonial to life in a way text cannot."
About YouLaw
YouTube offers law firms a free advertising platform with tens of millions of potential clients. But a poor video can hurt more than help. In this column, lawyer and online video expert Gerry Oginski reviews and rates the latest law firm videos. A panel of fellow experts (The Back Bench) add to Gerry's reviews with pithy remarks. We link to each new YouLaw column and all other noteworthy law firm marketing articles in our weekly BlawgWorld newsletter, which is free. Please subscribe now.
About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.
Contact Gerry:
T: (516) 487-8207
E: lawmed10@yahoo.com
