Originally published on May 2, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.
TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score
Wayne County, Michigan lawyer Gene Ferguson refers to himself as "your Downriver divorce attorney" (Downriver is a colloquial name for Wayne County). In this video, Ferguson mimics many other lawyers on YouTube (and TV) by standing in front of a well-worn legal bookcase. Why do lawyers think that bookcases give them greater credibility? They don't.
Also, Ferguson makes a promise we see in many lawyer TV commercials — "I promise to get you all that you are entitled to." This phrase is troubling for two reasons: (1) Lawyers should not make any promises in a video, and (2) If the client is not entitled to anything, then Ferguson is promising to get the client nothing in exchange for a fee.
Throughout the 1:20 video Ferguson repeats the slogan "Your Children, Your Divorce" as if it's meaningful. I understand the purpose of repetition when speaking, but I fail to see how such a slogan will help define him in a way that showcases his expertise.
Ferguson also uses a logo that appears to be either a crest or a seal at the beginning and end of his video. The crest appears to be a mix of a Cadillac seal combined with some sort of state agency emblem. It has three words on the bottom — "Dedicated, Devoted, Determined." How does this logo help Ferguson stand out from the crowd?
Tip #1: Skip the Promises, Slogan, and Logo — Focus on Content
Ferguson's video would have been much more powerful if he actually discussed how to protect children in a divorce case. His slogan and logo don't help viewers answer the basic question: "Why should I hire you for my divorce?"
If a someone is choosing between you and countless other lawyers, don't blow your opportunity to have that person contact you by failing to provide meaningful content in your video.
Tip #2: Learn Video Technique or Hire a Video Company to Shoot Your Video
The camera angle is slightly lower than Ferguson, giving the appearance that he is looking down at you. That's not ideal. The color needs to be corrected and I'm not sure whether he set his white balance before starting his camera. The sound could be improved, and it does not appear he is using a wireless or even wired lapel microphone. On the second run through the video, I noticed he was reading part of his message.
Your video technique should be entirely transparent if done correctly. Viewers should be focused only on the message. When your technique is not technically proficient, the message gets lost and your viewer gets sidetracked, often never to return.
Shooting video in your office is not as easy as some people make it out to be. The technical requirements can be substantial. Poor technique can ruin your video. Your goal of creating video is to educate. By educating prospects, you give them useful content and information that will set you apart from your competitors.
If you have the time, desire and inclination to learn how to shoot video in a professional, high-quality manner, I applaud you. However, most attorneys simply want to practice law and leave the technical stuff to people who have significant experience creating attorney video.
Tip #3: Know Your SEO
Ferguson lists 39 keywords on YouTube below his video — way more than YouTube recommends. Overuse of keywords can hurt your video instead of help. It appears that Ferguson has tried to identify every town in Downriver. I understand the importance of targeting a video to a geographic location, but using 39 keywords is not the way to accomplish that objective.
Conclusion
In a compelling video, your video technique must be seamless and transparent, and you must provide interesting content that your viewer wants and needs to hear. Before pressing the record button, ask yourself "Does my ideal client need the information I'm about to give them?" If not, rewrite your script and ask the question again before pressing the record button.
Till next time, see you on video!
The Back Bench
Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Mr. Ferguson does a great job emphasizing his specialty by inserting the phrase "Your Divorce. Your Children" throughout his soliloquy. Though a little frilly, I thought he had great stage presence, and I would probably hire him by seeing this video. Quick tip: The floating words at the bottom are kinda random — and a bit distracting. It takes away from his stage presence. I would probably leave them out. But he did a great job — I will remember him as the "Your Divorce, Your Children" guy — so his marketing video worked."
TechnoLawyer publisher and online video producer Neil Squillante says: "Advertising should convey a simple message. Repetition is also important. But Gene Ferguson takes this advice a little too far. His message is too simplistic and too repetitive. All the same, overly simplistic is better than overly complex."
Written by Gerry Oginski of The Lawyers' Video Studio.
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