TechnoScore: 2.0
1 = Lowest Possible Score; 5 = Highest Possible Score
I like when a lawyer gives helpful information in their title. It encourages me to click on their video. Before watching the video however, I look to the sidebar to see how they describe their video. Attorney Mark Humphreys gives limited information, but still provides his phone number and Web site for easy contact.
As soon as the video starts to play, he introduces himself. I like that and he's off to a good start. "If you or your business has been harmed by a big insurance company, there's a good chance we can help you make it right." Ok, I'm listening.
"Keep in mind that insurance companies make money when they don't pay a claim." Interesting information. He then offers viewers five tips on what to do when your claim is denied. Even better. So what's the problem with the video?
Here's what I didn't like:
- The attorney slouches during his video, giving a lackadaisical feel to his message.
- The background color is totally washed out, providing no contrast between the attorney and the background.
- The sound quality is not good.
- Later in the video he's seated in front of a bookcase filled with law books -- created by a green screen, which serves no real purpose especially when the other scenes are in front of a non-descript, washed-out background.
- The last four seconds of video are static.
This week's TechnoLawyer score comes in at a 2.0 for technical errors.
Tip #1: Sit Up!
Didn't your mother tell you not to slouch at the table? Bad posture can be easily corrected with a stool or a low back chair. It'll give a totally different feel when you're sitting up straight and projecting your message with confidence. If a client came into your office and saw you sitting like that, what would they think?
A viewer watching your video wants to see a strong and confident attorney. When you slouch, you appear as if you do not care about your appearance. (I assume that the attorney does not have a physical disability that prevents him from sitting up.)
Tip #2: Color It Up
Remember when I said not to rely on your Web video producer for your music? The same holds true for your backgrounds and your finished product. Don't be content when your producer tells you "Don't worry, it'll look great."
In the post-production phase, while editing your video, you must color-correct your video if you see the washed-out colors which are so visible in this video. If you fail to color-correct the video, you leave your viewer with the impression that either you didn't care to spend the time to correct the colors, or your editor didn't take the time to do it.
Tip #3: Make Sure Your Clothing Fits
While watching the video I got the impression that Attorney Humphrey's tie continued south for another two feet. I also couldn't see his hands during the wide scene in which he talked about his 5 tips, which gave me the impression that his sleeves were way too long. Sort of like a little kid who tries on his father's clothing.
Tip #4: Show Me Your Hands
Body language tells a lot, at least according to people who study such things. When we meet someone for the very first time, what do we typically do? We thrust out our hand to shake someone else's hand. Why? Historically, it showed that we had no weapons in our hands. Now, it's cultural.
If you don't show your hands during a video, a viewer might assume that you're trying to hide something. If you're going to use a wide angle shot, then let's see what you have in your hands.
Don't believe me? Watch the nightly news. Look at the camera shot and notice that when they shift away from a close-up head shot, they revert back to a shot that includes the hands. Keep this in mind the next time you decide to change the angle of your video shot.
Conclusion
Good try for Attorney Humphreys. He had some useful information to offer his viewer, and his title got me to click on his video. But poor use of background colors and wide angle shooting turned this video into one that needs significant improvement.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video would probably appeal most to the locals. Mr. Humphreys has a very distinct accent, which does not get portrayed well on video. I lose track of what he is saying because of the southern accent. It is also too long."
Lawyer, journalist, and legal media consultant Robert Ambrogi says: "Apart from the fact that this guy could have played George W. in a Saturday Night Live skit, I think the video is effective at positioning him as someone a consumer could trust to take on the big mean insurance company. I wouldn't even change his slightly disheveled, hunched-over appearance, since it helps to set him apart from how his bespoke adversaries at the insurance companies would appear. One element I would change is the blank backdrop — he could have had a more interesting background and highlighted his text in a more visually effective way."
TechnoLawyer publisher and online video producer Neil Squillante says: "Mark Humphreys' effective presentation is marred by his attire and poor production values. But thanks to the preparation and thought he put into the video it's much better than most. If he regularly beats insurance companies, he should have enough money for a well-tailored suit."
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
