TechnoScore: 3.0
1 = Lowest Possible Score; 5 = Highest Possible Score
Today's video by Maryland criminal lawyer Kush Arora of the Law Offices of David Benowitz starts with excellent introductory graphics and thumping music. The exit graphics are the same. Kudos to the video editor who created the graphics design. However, your viewer doesn't care about the graphics. They want content.
Next, we see a question: "What is a PBJ?"
Since my area of expertise is in medical malpractice and personal injury, I have no idea what a PBJ is other than fond recollections of a peanut butter and jelly sandwich.
After the question disappears from the screen we see an attorney giving useful information about his area of expertise. In each of my video reviews, I never criticize the content that the attorney is trying to get across in his video. I focus instead on the techniques and strategies used to deliver this important content. The entire point of creating great quality video is to make the techniques totally seamless and transparent so that a viewer is not distracted from the message that you are trying to provide.
In this video, Arora is virtually sitting against a white background with very little space behind him, which creates almost a "mug shot-like effect" since there are shadows thrown from his body and his face onto the wall. I also could not tell whether he was reading from a TelePrompTer.
The video runs 1:31 minutes, which is fine for this type of video. The video uses a close up headshot so that you only see Arora from the shoulders up.
The title of this video is "Maryland criminal lawyer — what is probation before judgment?" Good question, but I wonder whether people (other than law professors) searching for a Maryland criminal lawyer would enter this legalese into a search query.
Tip #1: Introduce Yourself
Arora fails to introduce himself at the start of the video. Why do lawyers fail to introduce themselves when they create a video? It never ceases to amaze me that when a viewer goes online to learn about a particular lawyer or particular topic they see an attorney and the majority of them never say "Hi" to the viewer to tell them who they are. They rely on the graphics or the description to do it for them. When a new client walks into your office, do you introduce yourself? Maybe you just rely on your name being on your door and assume a new client knows who you are. Do you simply ignore the pleasantries and immediately direct them to sit down without smiling?
Tip #2: Move Away From the Wall
To create depth of field you need to have distance between you and the wall behind you. Otherwise you appear somewhat two-dimensional and flat. Your goal is to come to life by being three-dimensional. The way to do that effectively is to give yourself a few feet of distance from your nearest wall.
Tip #3: Illuminate Your Background
I cannot tell from this video whether the lawyer is using any external lights to illuminate his face. There is no additional lighting being thrown on to the wall behind him. Because of the lack of illumination behind him, it is difficult to tell whether his white balance was set before shooting this video. I can't tell whether the background is grey or some shade of off-white. The shirt appears white, but I'm not 100% sure.
Tip #4: The Description Is Sorely Lacking
I like how he prominently lists his firm's URL and phone numbers. However, the copy says "If you are charged with a crime in Maryland, a Maryland Criminal Lawyer at The Law Offices of David Benowitz can assist you." This says nothing about the content that the attorney is talking about. Why not? Looking down further, the two phrases he uses as tags are "Maryland criminal lawyer" and "Probation before judgment." When deciding which tags to use, you have to ask yourself what is your ideal client looking for when they go online to find you?
Again, I return to the question I raised earlier. Will his ideal clients know to search for "probation before judgment" to find this video? I suspect the answer is no, which would explain why there were zero views five days after this video was posted. He would probably have attracted prospective clients using layman's terms such as "erasing a criminal record."
A Final Word of Advice and Caution About the ABA's New Online Marketing Ethics Rules That May Arrive in 2011
On a final note, the ABA recently requested comments and statements regarding lawyer advertising and marketing online. My advice — make sure the content in your videos is accurate and educational. You don't want to establish an attorney-client relationship and have someone erroneously rely on the information you provide.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "He does a great job explaining PBJ (NOT my daughter's favorite sandwich). I thought he was well-spoken and easy to listen to. However, I am an attorney! I think people who don't understand legalese may get lost, particularly since he makes no eye contact with the camera. It looks like he is reading a teleprompter under the camera. Also, without words popping up, the video can be a little boring. I would add some visual stimulus — such as definitions in writing, etc. I'd probably still hire him to argue PBJ, though."
Lawyer, journalist, and legal media consultant Robert Ambrogi says: "It seems to me that if you are going to use video, you should remember that it is a visual medium. Mr. Arora sounds intelligent and competent. But he looks like he's the one in the criminal line-up — all that's missing are the lines on the wall behind him. He needs to move away from the wall, find a better backdrop, and incorporate more graphics."
TechnoLawyer publisher and online video producer Neil Squillante says: "This video has excellent opening and closing graphics, and addresses an interesting criminal law topic that I didn't know about. Unfortunately, Kush Arora doesn't seal the deal. He should speak using the second person, dress more sharply (his tie is loose and crooked), employ cinematography on par with his opening and closing graphics, and expressly ask viewers to contact him for more details."
Written by Gerry Oginski of The Lawyers' Video Studio.
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