TechnoScore: 4.5
1 = Lowest Possible Score; 5 = Highest Possible Score
Miami trial lawyer Spencer Aronfeld gives you a behind the scenes look at his firm, Aronfeld Trial Lawyers, and how he starts every day. This video stands out for being different. He pulls back the curtain to introduce each of the members of his staff so you can connect their voices with their faces. The video gives you an inside glimpse of the inner-workings of how a law firm operates. Most lawyers would never consider using this technique to show a viewer something that is never revealed to a visitor.
If you've been reading my blog posts and my own posting of videos to market my own practice, I wonder whether Spencer got this idea from me to give viewers a behind the scenes look inside your law office. If he did, kudos to him. In fact, in one blog post in the Lawyers' Video Studio, I highlighted a video made by the White House Communications team that took you into the White House and explained how the President handles personal correspondence. I strongly advocated using this technique to make you stand out from the crowd.
Creating this type of video shows you're human. People love learning how things work — especially a law firm they're considering retaining. It's helpful for prospects looking for a lawyer to see what different staff members do in your office. That's much more helpful than a typical law firm video.
From a technique standpoint, the video could be improved. The camera is hand-held and attorney Aronfeld appears to be using the camera's built-in microphone. When he approaches the camera to show the person shooting the video, his voice became clearer and louder.
Tip #1: Always Use a Tripod and a Wireless Microphone
To make a smooth and professional looking and sounding video you should always use a tripod and a wireless lavalier microphone. Take away half a point.
Tip #2: Be Different
Your goal is to be different with video. Think outside the box, but always remember to stay within your state's ethical guidelines.
Tip #3: Be Informal
Skip the fancy words. Stop talking like a lawyer. Stop talking like a TV ad. Start talking like a human being trying to help someone. Talk like you're sitting and chatting with a good friend.
Aronfeld Trial Lawyers has created an innovative way to use video to show they're different. The firm has an entire series of videos on YouTube that show a day in the life of a trial lawyer, including rushing to a hearing in court, and waiting for the judge outside the courtroom.
These videos are "all natural" without artificial lighting, pretenses, etc. They're real, and in my opinion, effective at showing that you're different. I know some attorneys may say "They're not providing any useful information." Others would say "The video is all about them!" I say nonsense. Instead of a lecture or tips on what prospects need to know, they're showing you who they are without being pompous and listing their credentials.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video is very unprofessional and boring. Clients don't need to know you have dull, time-wasting meetings (for which you are billing them) to prepare for their trial. They don't need to see the behind the scenes. They are paying you to get a job done. This video lacks professional quality."
TechnoLawyer publisher and online video producer Neil Squillante says: "A clever idea to show the inner workings of Aronfeld Trial Lawyers, but the video doesn't show much — just the staff about to have a meeting. I also like the serial storytelling employed, but you need better content to pull it off."
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 230 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
