TechnoScore: 4.5
1 = Lowest Possible Score; 5 = Highest Possible Score
Defamation lawyer Adrianos Facchetti has created a video that provides viewers with helpful information about defamation law. But that's not all. Facchetti virtually hits one out of the park by using animation to tell a story. I saw this type of animation about six months ago but didn't think it was worth the time and effort to create. I was wrong. Facchetti's video stands out. It's not your typical lawyer video. Plus, it's entertaining.
In the video, two animated characters — an Internet defamation attorney and a celebrity blogger — discuss the perils of publishing. The blogger asks the attorney if he can ask him a question about how to avoid being sued on his blog. The lawyer gives real, useful information. Toward the end of the video, the blogger asks if there's anything else he can do to protect himself? The lawyer responds that there is more, but since he has to run, he wants the blogger to make an appointment so they have time to chat further. The video is refreshing, both from a content and technique standpoint. There's even a funny line when the blogger says "That's really good advice," and the attorney responds "Of course, it's coming from me."
The video also shines technically. It has cutaways, different scenes, and different camera angles. The two characters nod and respond to what the other says. The character's voices are unique too.
From a content standpoint, the video is excellent. At 3:48 minutes it seems long initially, but the information provided is worth the time spent listening. I like the interplay between lawyer and blogger. The video captures a casual encounter of two people passing each other while walking down the street, and one asks the other for some legal advice. The lawyer answers the question asked, then explains why that advice may not always apply.
I withdrew half a point because the sidebar description lacks Facchetti's contact information.
Tip #1: The Sidebar Is Your Friend
If you ignore the sidebar you will get very few views or leads. The search engines use the content in the sidebar to index your video, and viewers use it to contact you. Search engines index text, not videos. They rely on the sidebar for that crucial information. Also, do not forget to include your Web site and contact information in your sidebar. Make it easy for someone to contact you. Don't make prospective clients jump through hoops to find you.
Tip #2: Ask One Question, Give One Answer
The blogger in the video asks "How do I protect myself from being sued?" The attorney then gives a detailed answer relating only to the question asked. This technique keeps the viewer on track and focused. If you ask more than one question, you run the risk that your viewer will get distracted and lose interest.
Tip #3: Be Creative
This informational video uses computer animation to get a message out. It's different. It's unusual. It's refreshing. It conveys a marketing message to prospective clients looking for information about an area of law. Being different, in a good way, is smart marketing.
Conclusion
A well done, well thought-out way to communicate to online viewers, without getting in front of a camera. The two person interplay enables the lawyer to demonstrate his expertise without talking about himself. The (computer animated) lawyer is confident and knowledgeable. If Facchetti describes the video and adds his contact information to the sidebar, the video will generate lots of calls to his office.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "The pros: very cute cartoon giving legal advice. The cons: Monotone and too long. In addition, the point was missed because of a glitch in the system! We could not hear the attorney's Web site or contact information. So he spent all this effort, but no one will be able to contact him."
Lawyer, journalist, and legal media consultant Robert Ambrogi says: "Facchetti's use of Xtra Normal to set his video in an animated virtual world is clever. But as a marketing piece, it bombs. The problem is that the script is too long and too much like a law school lecture, and the monotoned computer-voices make it all the more painful to hear. I could barely stand to play the full video."
TechnoLawyer publisher and online video producer Neil Squillante says: "A creative video that offers surprisingly good information about defamation marred by a failure to close the deal. The video ends not by listing the lawyer's contact information, but the software the lawyer used to create the video (Xtra Normal). Also, the lawyer does not list his contact information in the sidebar."
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
