TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score
Over the last few months I've noticed more attorneys creating frequent videos. Yet I've also noticed a recurring theme. Many lawyers (or agencies that produce the videos) feel they still need to talk about themselves to let the world know that they're available. Wrong. Don't talk about yourself. Talk about your client's fears and how you can help solve their problems.
In this week's YouLaw column, I focus on Pennsylvania attorney Edgar J. Snyder of Edgar J. Snyder & Associates, and his YouTube commercial, which offers little to nothing that would make an injured victim call this lawyer.
To begin with, it's a 15 second commercial.
Then, it screams at you.
It shows a photo of a crashed motorcycle.
It has fast-paced sound of a motorcycle racing by.
The lawyer is a forceful, fast talker.
The lawyer shows he has a Web site.
The lawyer has a slogan. "One click, that's it." What does that mean? I have no idea.
The lawyer has an 800 number.
The lawyer tells you to call him.
Here's what this lawyer's 15 second video fails to do:
- Tell you why he's different than every other accident lawyer in the United States.
- Explain why exactly you should call him instead of any other lawyer in the United States. All he says is "If you're an injured biker, trust Edgar J. Snyder.com." The big problem is that he doesn't tell you why you should trust him. Should I trust him because he has a slick commercial? Should I trust him because he's a lawyer? Should I trust him because he has a Web site? Should I put my faith in him because he says I should trust him? I don't understand why lawyers create these commercials.
- Provide you with any useful information.
- Tell you what state he practices in or even where he practices.
- Tell you how he has helped other motorcycle riders.
- Explain how a lawsuit for an injured motorcycle victim works.
From a video production standpoint, the lighting is good, the graphics are well done, the images are sharp and the sound is good. Attorney Snyder has multiple 15 second commercials about every type of accident claim possible on his YouTube channel. Each clip has the same basic template; he's fast, he shows you he has a Web site, he uses dramatic photos, and he uses his slogan. But he doesn't explain why they should trust him, or call him.
I don't understand how having a Web site sets this lawyer apart. Don't we all have Web sites now? How does his slogan help distinguish him from other lawyers. "One click, that quick" simply doesn't cut it. Does that mean that if you visit his Web site he will somehow magically solve your physical and financial problems?
Tip #1: Skip the Commercial
When watching a ball game or a TV show what happens during a commercial break? You channel surf, get a snack, or go to the bathroom. You would love it if there were no commercials to interrupt your viewing pleasure.
Just look at daytime TV. One lawyer commercial after another. One guy standing in front of a legal bookcase, another standing in a fancy office, another in front of an accident scene. It's all the same nonsense. "Call me because I just spent $10,000 creating a 30 second commercial which I'm going to run 5 days a week after Judge Judy and before the People's Court, for an entire month." Each commercial says the same thing. "Have You Been Injured? Then Call Me Because I Have a Commercial."
If you're creating video for YouTube, use this unique medium to its fullest extent. How? By creating a longer message that provides useful information. Don't limit yourself to 15, 30, or even 60 seconds. "Oh, but people have a limited attention span." True, but when someone searches for a lawyer online do you think they really want to watch a commercial? They want information, not a sales pitch.
Tip #2: Provide Some Information
Don't you want to tell the world how you've helped other people? Don't you want to show your viewers that you really are an attorney and not some actor playing a lawyer on TV? If so, then show them how your expertise will help solve their general legal problems.
Okay, you don't want to give away the store without a potential client walking into your office and signing a retainer agreement. That's understandable. Guess what? If you don't give a viewer some information, I guarantee they'll look elsewhere to get it.
Tip #3: Skip the Gory Photos
If you're inclined to follow the yellow pages design group that loves to insert photos of crashed cars, people falling from scaffolds, or a helicopter taking an injured victim away, ask yourself these critical questions:
- How does the photo help convey your message?
- Will a viewer get a warm and fuzzy feeling by viewing my gory photos?
- Is the photo so unique that it will make a viewer want to immediately pick up the phone and call?
If the answers to those questions are "Yes," then by all means, leave those tragedy-induced crash scenes in your video. Otherwise, run away from them. Your injured viewer does not want to be reminded of the accident scene. They do not want to re-live the worst day of their life. They don't want to see a rescue helicopter at the scene, or flashing lights and sirens. Do you think that overturned tractor-trailer sitting on top of a crushed car will encourage a victim to relate to you?
Most injured victims who come into my office have a difficult time simply re-telling their story without stirring up unpleasant emotions. Skip the accident scene and B-roll crash photos and give your video some substance. Talk to your viewer and explain how you can help them.
Conclusion
Please, no more commercials. Improve your legal image by providing useful information. Stop screaming at your viewers and skip the gimmicky slogans.
"But my viewers remember me with my slogan and my face — I'm a celebrity!" If it really works for you and is cost effective, keep it up. However, with today's savvy Internet audience I don't think the traditional in-your-face attorney commercial works anymore. Skip the hype and give your viewer some real substance. Become the go-to guy or girl for your specialty.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "One click, that quick." Very clever — but are you calling a law firm, or a service that will then farm you to a bunch of lawyers? While I am impressed it's 15 seconds, the commercial lacked crucial information. If I didn't have access to the Internet at that time, I probably wouldn't remember the Web site and visit it later."
Lawyer, journalist, and legal media consultant Robert Ambrogi says: "One click, that quick," is the catch phrase this motorcycle-injury lawyer uses to refer viewers to his Web site. At 15 seconds, his video is true to that phrase. It goes by so rapidly, it seems like a subliminal message. Even so, he need not say anything more. We get the message. Quickly."
TechnoLawyer publisher and online video producer Neil Squillante says: "Brevity may be the soul of wit, but it can also suggest you have little of substance to offer. A video like this one may work for a new soft drink, but not legal services."
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
