TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score
I can sympathize with any injured victim seeking compensation for their injuries. But I cannot tolerate a poorly produced video, especially a 9:38 minute video that rambles on without purpose or direction.
I'm sure the Terry Law firm thought having any testimonial was better than no testimonial. In this instance, I have to disagree. Some clients simply do not come across very well in telling their story. Maybe they are not photogenic. Maybe they cannot tell a concise story. Maybe they don't understand the legal issue or cannot explain it.
This video testimonial is filmed in front of a legal bookcase and is overexposed. The video alternates between a man and a woman attempting to describe what happened to their mother in a nursing home. Honestly, I could not sit through the entire 9 1/2 minute video. It was very painful. The two clients could not concisely describe what happened, and spoke about David Terry and the case only at the very end.
A good testimonial can help generate leads. A poor client testimonial will hurt you more than you can ever know.
Tip #1: Direct Your Client
It is your responsibility to direct your client and have them explain in one or two sentences the problem and why they chose you instead of the thousands of other lawyers with whom you compete.
You don't need a bullhorn or director's chair. Just ask them pointed questions.
"What legal problem did you have that you needed a lawyer?"
"Why did you choose me instead of all the other lawyers out there?"
"What set me apart from other lawyers?"
"How did I solve your legal problem?"
By forcing your client to focus, you force them to tell their story concisely. You create short, clipped answers that will motivate prospects to call you. If you bore viewers, they will leave your site, never to return.
Tip #2: Alternatives for Lawyers Who Cannot Use Testimonials in Their State
Some states prohibit the use of testimonials (e.g., Florida). What can you ethically do as an attorney to show a viewer that others think highly of your legal services?
If you are a trial attorney and just settled the case favorably, or have won a recent verdict, why not interview the defense lawyer?
Don't ask the defense lawyer for a testimonial. Instead, ask the defense lawyer about the key defenses. What was the defense's position regarding liability? Ask "Why did you feel you had a good chance of winning this case if we went to trial?" I would personally ask the defense attorney what he or she thought of the claims. Remember not to get into the specifics of your particular case, but rather talk in generalities. As an attorney, you never want to give legal advice online, and never want someone to inadvertently rely on the information you provide in a video.
Tip #3: A Testimonial Formula
At the outset, I suggest getting on camera to provide an overview of the legal issue in the case. Then introduce your client and switch to a view of your clients talking. Ask them why they needed a lawyer. Ask them why they chose you. Ask them how you were able to help solve their legal problem. Ask them whether they would refer their best friend or family member to you if they had a legal problem, and why.
Then, I suggest you get back on the video and describe in very concise fashion how you solved their legal problem. This formula provides a framework and context for the viewer to understand the details of the case.
Conclusion
Video testimonials enable you to demonstrate your skills without boasting about them yourself. A poor video, or one that goes on endlessly will ensure that no one will ever pick up the phone to call you. Before uploading a video testimonial online, I strongly recommend that you have friends and colleagues review it first. Unless it is a worthy testimonial, you are better off leaving it on the cutting room floor. Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "I love client testimonials. However, this video took an excessive amount of time to get to its point. And Robert is right — what happened at the end?"
Lawyer, journalist, and legal media consultant Robert Ambrogi says: "The video is compelling and dramatic in its use of the victim's two children to tell what happened to their mother. More to the point, it is a compelling testimonial for the lawyer. However, the nearly 10-minute video is much longer than it needs to be — it could have the same impact in just half the length. The lighting is poor and washes out the faces. Most surprisingly, they tell us about the lawyer's preparation of the case but never say how it turned out. Was justice done?"
TechnoLawyer publisher and online video producer Neil Squillante says: "David Terry's clients have a compelling story about nursing home negligence, but the video runs way too long and ends without disclosing the outcome of the case. Most YouTubers won't wait for the sequel."
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
