TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score
This video from Locks Law Firm, which has offices in New York, New Jersey, and Pennsylvania, caught my attention because it looked different. I didn't know how different until I watched the video, which features a client testimonial.
In this testimonial video, we see a woman speaking to someone off-camera. Unfortunately, I cannot understand most of what she says. The problems stems from a combination of poor sound and the woman's accent. Even when I can understand her words, there is no logical flow to her story. I can't make out the details of her case, nor do I hear anything about how this lawyer or law firm helped solve her problem; only that she is happy she got to keep her rented furniture.
The video is confusing. I had to read the sidebar to learn about the details. Creating a video in which the viewer has to read what the video describes misses the entire point of creating a video. This video failed miserably to accomplish this simple task.
This video was created by a company that has, in the past, created some very good attorney videos. They like to put their name prominently in the opening scene and the exit scene. I don't believe that a company which creates your videos should promote itself anywhere except perhaps in a footnote. You are the star, not your video production company.
Tip #1: Select a Client Who Can Speak Clearly
Why use a testimonial? Because a satisfied client is more believable than an attorney praising himself. A testimonial should praise the attorney , extoll the virtues of the lawyer and the law firm, and explain how the lawyer solved a legal problem.
Just as importantly, the person talking in the video should communicate clearly. It does you no good to have a satisfied client on video if viewers cannot understand the nature of their case and how you helped them. If you can't find such a client skip the testimonial.
Tip #2: Provide a Back Story
You, as the attorney, know the case. Your viewer doesn't. Explain the back story of how and why this client approached you, the nature of the problem, and how you helped solve her problem.
Tip #3: Want Credibility? Provide the Full Name of Your Client
What's with only a first name? How about a town? There's no last name or town listed here. Why the secret? Just as in a jury trial, credibility is key. If there's no last name and no town, I might think there's a credibility problem. If the satisfied client doesn't want to give their full name or the town where they live, it's time to select another client for your testimonial.
Conclusion
Testimonials offer a powerful way to tell the world about your talent without you having to say it yourself and look like you're bragging. Line up your satisfied clients and have them explain to the viewer (1) their problem, (2) what you did to solve their problem, and (3) how they would eagerly refer their mother or brother to you for any legal problem.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Client testimonials videos can be very effective — if properly used. The problem with this video is that we did not hear anything from the attorney at all. I would be interested in how he looks, sounds … who is the guy that represented this talking head?"
Lawyer, journalist, and legal media consultant Robert Ambrogi says: "I give this a high grade. The client testimonial comes across as sincere and unscripted. Even though the client stumbles over her words a couple times, which only underscores her legitimacy. I like the camera shots, the lighting, the audio, the transitions and the graphics. The message of this video is clear: Consumer got screwed by big corporation and lawyer saved the day."
TechnoLawyer publisher and online video producer Neil Squillante says: "Considering that every law firm has clients, I find it surprising that we don't see more videos in which clients discuss their case and praise the lawyer who helped them. One small quibble — the lawyer should have closed the video with a short message."
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
