TechnoLawyer

Once the video starts to play, I realize that what appears to be a podium is just a lower third graphic. I like that this attorney looks straight at the camera and answers a specific question that people have regarding a real estate closing. Admittedly, Fitzpatrick is not as seamless and polished as he could be. Although he is wearing a suit and tie, his collar is open and his tie is pulled open a little as well.

I like how he appears to be answering the question off-the-cuff and giving an answer as if someone is sitting across the table from him asking him a question about warranties on appliances at the time of closing.

There is some unobtrusive background music during this 1:44 video but you don't recognize it till you pay attention to it.

I like the tone and feel of this attorney video. It seems totally natural. It's not overly polished and slick, and answers a specific question that many people have on their minds when buying a house.

The video zooms in at times moved around a little as well. This technique has been used often on reality-based TV shows and again gives a different feel than simply a traditional video.

Tip #1: Your Video Technique Should Not Distract From the Message

I like that Fitzpatrick's video zooms in and move around a little bit without appearing shaky. It provides a feel that many lawyer videos don't have. It is apparent that someone else is shooting this video. Many lawyers who create their own videos do not have someone to shoot it for them and create this effect.

If you want to use "outside-the-box" techniques in your video, make sure that your technique does not detract from your educational message. Your goal is to make your video technique as seamless and invisible as possible. You don't want anyone focusing on your audio, lighting, or special effects while trying to listen to your content.

Tip #2: Ask a Question, Then Give an Answer

Most lawyers and video production companies don't know about this tip. Viewers watch your video to get an answer to their pressing problem. If you ask a question on their mind, and then give them a generic answer who do you think is more likely to get that call asking for more information? You or a lawyer with a static Web site with very little useful information?

Tip #3: Think Different

Kudos to Fitzpatrick for differentiating himself from most lawyers. His video immediately stands out because he does not have the same type of background that most other lawyer videos have. Forget the patriotic scenes in your background, the flying flag, the courthouse steps, the Roman columns or even a gavel. People are tired of seeing the same cliched images in lawyer videos.

When creating educational video to market yourself online, you have a number of hurdles that you must overcome:

• Visibility: Prospects finding your video when searching for a lawyer with your expertise.


• Promotional Copy: Once your video is on the list among many other videos that a consumer can choose from, there must be something compelling in that little snippet of information that will persuade prospects to click on your video as opposed to those of your competitors.


• Content: If a prospect clicks your video, it must have compelling enough content so that they'll watch it in its entirety.

Most lawyers who create video online today have no difficulty pressing the record button and talking. The question I often receive is "Why doesn't my video generate any business?" After years of learning what works with lawyer videos and what doesn't, I can report that differentiation is just the first of many steps to persuading people to pick up the phone and call you.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Not a bad beginning. But the middle needs work! Not only is his head cut off, he takes too long to explain a very simple concept. As in, should I just leave the appliances in the home? Yes or no? 30 seconds is good. 1 minute 45 seconds no good."

TechnoLawyer publisher and online video producer Neil Squillante says: "Hugh Fitzpatrick offers solid advice to prospective homeowners regarding appliances included in the purchase. I could criticize his loose tie and his rambling at times, but I'll cut him some slack."

Written by Gerry Oginski of The Lawyers' Video Studio.

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