Originally published on April 5, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.
TechnoScore: 2.0
1 = Lowest Possible Score; 5 = Highest Possible Score
Attorney Steven Jesser starts by referring to himself in the third person. He then proceeds to list every type of legal issue his law firm handles. The list is endless. Not only that, but he's personally licensed in 10 different states. He's also available for consultation every day and on weekends.
Here's a partial list of the types of clients he helps and practice areas he handles: physicians, dentists, nurses, clinics, small to large business, health law and insurance litigation problems, health care contracting, business contracting, litigation, civil and criminal appellate practice, governmental and prosecution practice, major law firm practice, corporate practice, etc. He's also a court certified mediator in four state and federal courts. I couldn't type fast enough to list every single practice area he handles.
Production-wise, the video is not in focus. It is uploaded in the lowest possible setting (240p), which means the quality of the video itself is not ideal, especially when the standard today is high definition video (720p). The lighting is poor and the background is dark.
On the positive side, Jesser smiles and appears friendly. He dresses well and he certainly can tick off all the legal practice areas he handles.
In my opinion, the video tries to accomplish too many things. It tries to appeal to people who might fit into one of many and varied categories his law firm handles. I can't see a person in need of legal services sitting through a lengthy litany of practice areas hoping that the lawyer will mention their particular problem area.
It's almost like being stuck in voice jail where you have to listen to the automated robotron tell you about your 10 choices before you're allowed to press "0" for the operator.
In the description box, he lists six different phone numbers along with his other contact information. He also loads up on keywords (over 30).
Tip #1: Narrow Your Focus
Someone searching for a lawyer who handles a specific problem will not find you if you use a scattershot approach and claim to handle everything under the sun. If you identify one or two areas in which you practice, you stand a much better chance of someone finding you.
As internet marketing guru Frank Kern says, "Nichefy" to stand out.
Tip #2: Use a High-Definition Video Camera
Virtually all video cameras nowadays use hi-definition video. That means you get a 16x9 rectangular aspect ratio and you can shoot in 720p or 1080p. These settings are remarkably superior to anything you'd get shooting with standard definition video at 240p or 480p.
Even the Flip camera, Kodak Zi8, and iPhone 4 shoot in hi-def.
Tip #3: Educate the Consumer
Before ever shooting video, ask yourself why you're creating the video? Is it a sales pitch? Are you going to push your credentials? Are you going to give your online viewer information they need to know? If you cannot answer this question immediately, you have a problem and need to figure out why before ever pressing "Record."
A video that talks about your law firm does nothing to educate their potential clients. You lose the opportunity to educate. Other than telling people what areas of law you practice in, how has Attorney Jesser's video helped a potential client who has a legal problem and is now in search and compare mode?
Consumers and potential clients go online because they need a lawyer and don't know any. They are searching and comparing Web sites and videos to see which law firm is right for them. The lawyers who educate will rule the day. Why? Simple. Online shoppers are sophisticated. They want information. Give them what they want. Just make sure you don't give them legal advice.
How can this Jesser improve his video? Simple. Create several videos and focus on one practice area per video. "Nichefy" to get noticed.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video needs a lot of help. It is filmed in a minimalist manner — white wall, second-hand microphone. There is absolutely nothing that stands out about Mr. Jesser or his firm. There is no information on the video — so clients cannot reach out to him if they find him on YouTube. Here are the absolute three rules of a good video: (1) Captivate, (2) Inform, and (3) Close the Deal. Number 3 is very hard to do in video setting. Mr. Jesser flunks all three."
TechnoLawyer publisher and online video producer Neil Squillante says: "Steven Jesser lists about a zillion or so different legal issues that his law firm can handle — so many that I can't recall any of them by the end of the video. Steven, buddy, you need to focus — and don't refer to yourself in the third person."
Written by Gerry Oginski of The Lawyers' Video Studio.
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