TechnoScore: 4.0
1 = Lowest Possible Score; 5 = Highest Possible Score
In today's YouLaw, we look at Tennessee trial lawyer Rob McKinney who gives viewers an overview of what they need to ask when looking for the best DUI attorney. The video is 3:25 long, and at times appears drawn out. However, Attorney McKinney offers great content for viewer trying to figure out who they should hire. Experience is the obvious first answer. He talks about how important it is for the attorney to have a mastery in the science of a field sobriety test, the breath test, and the blood alcohol test.
He points out, almost as if it's a struggle to list these items, that an attorney must have the training needed to understand the field sobriety test. He then goes on to describe the various tests a police officer uses to evaluate a DUI suspect. He recommends asking prospective lawyers about how much coursework they have taken in this area. He then tells you that if they haven't taken those classes to instead show you their manual that describes the procedures police officers use to evaluate a DUI suspect.
I give him five points for useful video content. I like the placement of his Web site address and phone number that appears constantly throughout the video as a lower-third graphic at the bottom of the video screen. I personally am not thrilled with his choice of backgrounds -- a plant sitting on a shelf. Nor does the background color complement the attorney.
He has a strong harsh light that appears on the left side of his face. I assume there is also some type of light directly in front of him, although I can't be certain. Sound quality is fine. His chair seems to be offset to the right side rather than placed center, but again this is a personal preference. I like that he looks directly into the camera, and it is clearly evident that he has experience handling these DUI cases. He's knowledgeable but seems tired.
I deduct one full point for these production issues.
Tip #1: Speed It Up
To improve this video I would have edited out a minute of content to cut it down to about 2.5 minutes in length. Also, I find that viewers process more information when an attorney talks a little bit faster. A tighter more concise video tends to hold the viewer's attention longer.
Tip #2: The Sidebar Is Your Friend
You've got to put relevant information in the YouTube sidebar for your video to get properly indexed for searches (search engine optimization). Attorney McKinney included everything needed except the town and state in which he practices.
Tip #3: Smile — It Makes a Big Difference
Countless studies show how consumers and customers react to different photographs when they walk into a store. There's a tremendous difference between walking into a brightly lit store with music pounding in the background compared to a sedate store. When the person helping you has a dour look, your mood changes appreciably and may alter your buying experience.
Don't create a reason for prospective clients to stop watching your video. Make the extra effort to smile at the appropriate times such as when you introduce yourself and when you thank viewers for watching your video. Don't be so serious all the time. Show that you are human and that you have a range of emotions to which potential clients can relate. People do business with people they like. They don't do business with faceless corporations or law firms that hide behind corporate logos. Humanize yourself just as you would with any client you represent.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Very informative, but very boring. I would make use of exhibits. A talking head only gets you about 10 seconds of attention and then I forget his face and name. Otherwise, not so bad."
Lawyer, journalist, and legal media consultant Robert Ambrogi says: "I suspect this video was scripted by the Department of Redundancy Department. It is too long and Mr. McKinney repeatedly repeats himself. In addition to a good script doctor, the video could use some variety in its visuals. Between the length and the static camera angle, this is painful to sit through."
TechnoLawyer publisher and online video producer Neil Squillante says: "Rob McKinney offers helpful information on how to select a lawyer for a DUI case, but he could have done it in half the time, plus he fails to close the deal by promoting his firm and suggesting that viewers contact him."
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
