TechnoLawyer: Videos

Watch the Video

TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score

New York attorney David A. Bythewood created a slide show with beautiful classical music. Unfortunately, this "video" slide show fails to educate a viewer about a specific area of law.

I could not tell whether the narrator is Bythewood himself or paid talent. The quality of the audio is not good, but the background music sounds crystal clear.

The narrator describes every single practice area that his law firm handles, including criminal defense, personal injury, contract disputes, civil rights litigation, employment and labor law, business planning, formation and planning of corporations, corporate responsibility, offshore corporations, offshore banking, formation of partnerships and LLCs, asset protection, real estate, wills, trusts and estates, international transactions, and landlord and tenant law. If that's not enough to confuse you, the law firm is also prolific in English, Romanian, Russian, Arabic, Hindu and Spanish. In addition, they also practice in every possible state by being admitted pro hac vice.

The sidebar contains a word-for-word transcript of most of what the narrator says in the slide show. I couldn't help but think that this 1:52 minute video is a compilation of most typical attorney advertisements jumbled into one.

The photographs used in the slideshow are mostly unrelated to the script. The photographs are typical of those commonly found in the yellow pages and brochures of many law firms. They do not help differentiate how this lawyer and his law firm differ from other lawyers.

While I enjoy listening to good classical music, the volume of this particular piece is quite loud, causing me to focus on the music rather than on the message.

By creating a video message that talks about everything the law firm does, the firm has diluted the message. A potential client looking for an attorney who handles real estate would need to listen to the fifteen other areas of law this firm handles before knowing if this firm can handle his needs. The video overwhelms by talking about everything instead of narrowing down the focus to their most profitable areas of law.

Here's how to make this slide show better:

Tip #1: Talk About Only One Practice Area

By focusing only on one practice area per video, you increase the chances that a viewer will find your specific video when they conduct a specific search. Don't take a buckshot style approach. Focus like a laser or else prospective clients will become confused and overwhelmed by all that you offer.

Tip #2: Skip the Slide Show

The whole purpose of creating video with you talking to your viewer is for them to get to know you -- see and hear you. A slide show fails to do that. Video works so well because it creates an intimate bond with prospective clients. They look at you right in the eye. If they like what you have to say and how you say it, the trust factor increases dramatically compared to all other forms of lawyer advertising.

Remember, people do business with people, not faceless corporations or photographs of legal institutions.

Tip #3: Skip the Transcript

YouTube does not want a virtual transcript of what you say in your video. More importantly, your viewer does not want transcript either. Your description should summarize the video, and include keywords that prospective clients will use to find your particular video.

Do not go overboard. This sidebar goes on forever listing every type of law this firm handles, together with a word for word transcript. I also counted approximately 30 keywords in the tag section of the sidebar. It is my understanding from search engine optimization experts that too much material and will hurt your search engine rank because it comes across as spam.

Till next time, see you on video.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "The Good: This video conveys the EXACT theme of the firm. So, perfect representation!

The Bad: This video is a mess! The images shown make absolutely no sense — from "Help" in a bottle to a guy tightrope walking over a pillow. The practice areas also make no sense. How can one man specialize in criminal law, civil law, international disputes, white collar, business, and family law matters, and practice all over the country pro hac vice?

The Ugly: This firm has absolutely no boundaries. And neither does the marketing video."

TechnoLawyer publisher and online video producer Neil Squillante says: "Slide shows can be persuasive. David Bythewood has not created such a slide show. In fact, you could use his firm's video to demonstrate how not to create a slide show. He should yank it from YouTube and start over."

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

Watch the Video

TechnoScore: 4.5
1 = Lowest Possible Score; 5 = Highest Possible Score

Miami trial lawyer Spencer Aronfeld gives you a behind the scenes look at his firm, Aronfeld Trial Lawyers, and how he starts every day. This video stands out for being different. He pulls back the curtain to introduce each of the members of his staff so you can connect their voices with their faces. The video gives you an inside glimpse of the inner-workings of how a law firm operates. Most lawyers would never consider using this technique to show a viewer something that is never revealed to a visitor.

If you've been reading my blog posts and my own posting of videos to market my own practice, I wonder whether Spencer got this idea from me to give viewers a behind the scenes look inside your law office. If he did, kudos to him. In fact, in one blog post in the Lawyers' Video Studio, I highlighted a video made by the White House Communications team that took you into the White House and explained how the President handles personal correspondence. I strongly advocated using this technique to make you stand out from the crowd.

Creating this type of video shows you're human. People love learning how things work — especially a law firm they're considering retaining. It's helpful for prospects looking for a lawyer to see what different staff members do in your office. That's much more helpful than a typical law firm video.

From a technique standpoint, the video could be improved. The camera is hand-held and attorney Aronfeld appears to be using the camera's built-in microphone. When he approaches the camera to show the person shooting the video, his voice became clearer and louder.

Tip #1: Always Use a Tripod and a Wireless Microphone

To make a smooth and professional looking and sounding video you should always use a tripod and a wireless lavalier microphone. Take away half a point.

Tip #2: Be Different

Your goal is to be different with video. Think outside the box, but always remember to stay within your state's ethical guidelines.

Tip #3: Be Informal

Skip the fancy words. Stop talking like a lawyer. Stop talking like a TV ad. Start talking like a human being trying to help someone. Talk like you're sitting and chatting with a good friend.

Aronfeld Trial Lawyers has created an innovative way to use video to show they're different. The firm has an entire series of videos on YouTube that show a day in the life of a trial lawyer, including rushing to a hearing in court, and waiting for the judge outside the courtroom.

These videos are "all natural" without artificial lighting, pretenses, etc. They're real, and in my opinion, effective at showing that you're different. I know some attorneys may say "They're not providing any useful information." Others would say "The video is all about them!" I say nonsense. Instead of a lecture or tips on what prospects need to know, they're showing you who they are without being pompous and listing their credentials.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video is very unprofessional and boring. Clients don't need to know you have dull, time-wasting meetings (for which you are billing them) to prepare for their trial. They don't need to see the behind the scenes. They are paying you to get a job done. This video lacks professional quality."

TechnoLawyer publisher and online video producer Neil Squillante says: "A clever idea to show the inner workings of Aronfeld Trial Lawyers, but the video doesn't show much — just the staff about to have a meeting. I also like the serial storytelling employed, but you need better content to pull it off."

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

Watch the Video

TechnoScore: 4.5
1 = Lowest Possible Score; 5 = Highest Possible Score

Texas criminal defense lawyer Tyler Flood handles drunk driving cases. He is affable, personable, sharply dressed and speaks well. He introduces himself, and in fact, the headline of his video says "Meet Attorney Tyler Flood."

He tells a story about his most memorable case, albeit in the second half of the video. He's sincere and from his demeanor, I get the sense that he believes in his cases and fights the good fight, in a nice way. He looks straight at you, as if he's having a one-on-one conversation with you. I like that. Some lawyers prefer an "interview" style that has them looking off at the wall. I don't like that format.

Why not? Simple. When a client walks into your office and sits down in a chair to ask you questions, do you answer by looking away and staring at the wall? Of course not. Looking directly in the camera helps establish trust among prospects.

Prospects are looking for answers to their legal problems. Obviously, you're not going to give them legal advice in a video, but by giving them information they need to know, you've entered the conversation going on in their head already. "If he knows this much, then he must know the answers to my legal questions." That's what generates phone calls to your office.

Here's what I didn't like about this well-made video:

1. The video company logo sits prominently in the lower right hand side of the video. Get rid of your video company logo. Are they paying you? If not, don't allow it in your video.


2. In the beginning of the video, Flood fades in and out repeatedly. That's weird.


3. My next observation is hyper-picky, but after creating lots of green-screen videos I can spot a problem. If you look at the top left of Flood's head (his right side), you'll notice a green line that forms a little halo. This video mishap occurs when your chroma-keying is not 100% perfect. That's one reason why I recommend that lawyers stay away from special effects and graphics. They're simply not needed. Green screen video is difficult and time consuming, even for pros.

Tip #1: Tell a Story

Make the story the focus of your video. Show how you helped solve your client's legal problem. Prospective clients love stories.

Tip #2: Use Testimonials in Your Story

Go one step further than telling a great story. Get your client on video to provide the back-story to the case you're discussing. Then, have your client tell the world what an amazing lawyer you are (assuming your state allows testimonials).

Tip #3: Avoid Special Effects

Skip special effects such as fades that make you disappear and reappear. Stay on screen and have the titles pop up on the lower third of the screen or to your left or right side. Also, skip the green screen and focus on your content.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video is too long, and uninteresting. Attorney Flood is a talking head who pats himself on the back through this entire 2 1/2 minute video. He lost me at Hello."

TechnoLawyer publisher and online video producer Neil Squillante says: "Tyler Flood has a good story to tell in this video about how he helped obtain a not guilty verdict for his client. Unfortunately, he didn't rehearse the story so it doesn't flow well and takes twice as long for him to tell it as it should. Time for a reshoot."

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

Watch the Video

TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score

Steve Gordon of Gordon and Elias, Arizona

How would you feel watching a video in which you see a nice family having a meal together, leaving in a car, and suffering a catastrophic car accident, complete with screams, glass shattering, ambulance lights and siren, heart beat audio in the background, scenes of the emergency room, and even a trip to the lawyer's office? That's what you see in this truck accident reenactment by Gordon & Elias.

Contrived and overdone, this video tries to play on your emotions complete with a badly bruised child, a trip by the widow to the cemetery to lay a single flower on her husband's tombstone, the widow at home overwhelmed by her bills, etc. When she poignantly touches her deceased husband's photo, I can't take it anymore. Get me some tissues. I need to blow my nose. There's another two minutes to go. Ugh.

Steven Gordon keeps interrupting my tearful thoughts about this family's tragedy. I want to hear more about this horrific injury and what will happen to the terrible trucker who presumably caused their life-altering tragedy.

The video also has courtroom scenes, again presumably a re-enactment. Using the same widow (actor) on the witness stand, Steven Gordon standing in front of a jury with an exhibit of an accident scene, a judge looking concerned for the welfare of the widow, and even a scene of the widow sitting at counsel's table thanking Gordon presumably after a verdict in her favor.

"We wish you had not gone through what you went through, but you have," says Gordon. I'll say it again! Give me a break. This video is too long and too contrived.

Tip #1: Don't Drive Away Prospective Clients

In the famous British video about the risks of texting while driving, you see and hear screams, glass shattering, and steel crunching. That was clearly the most horrific video I'd ever seen. That video went viral and had a significant educational message best described visually. That's simply not the case here.

If you really want to scare viewers, why not educate them about how difficult it will be to prove damages in their case? Why not explain to them that society's values are changing, which may make it difficult to obtain proper compensation for their injuries?

Bottom line: Don't drive away prospective clients with an expensive and unnecessary reenactment.

Tip #2: Use Real Case Examples

Instead of recreating every sympathetic aspect of a tragedy, why not instead use specific examples of cases you've handled and how you've helped those victims? Get their family members on video to explain what they went through instead of paid actors. It's much more believable and palatable.

Tip #3: Are You Providing Useful Information?

You are ultimately responsible for the content in your own video regardless of who produces your video. If you have failed to provide any useful content, ditch the video and start over. No one wants to watch a soap opera about a fictional case.

Till next time, see on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This was an excellent YouTube video. It really pitches the firm and gives you a warm feeling that lawyers can be your friends, even in an ambulance-chasing environment. Steve Gordon does a great job narrating, and his friendly demeanor is easy to follow."

TechnoLawyer publisher and online video producer Neil Squillante says: "I've seen more frightening car accidents in PG movies so the video does not need the warning at the outset. In fact, the video would benefit from an editor to shorten its overall length. Still, by recreating a car accident, Gordon & Elias has differentiated its video from other law firm videos. Only time will tell if this approach can succeed."

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

Watch the Video

TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score

I can sympathize with any injured victim seeking compensation for their injuries. But I cannot tolerate a poorly produced video, especially a 9:38 minute video that rambles on without purpose or direction.

I'm sure the Terry Law firm thought having any testimonial was better than no testimonial. In this instance, I have to disagree. Some clients simply do not come across very well in telling their story. Maybe they are not photogenic. Maybe they cannot tell a concise story. Maybe they don't understand the legal issue or cannot explain it.

This video testimonial is filmed in front of a legal bookcase and is overexposed. The video alternates between a man and a woman attempting to describe what happened to their mother in a nursing home. Honestly, I could not sit through the entire 9 1/2 minute video. It was very painful. The two clients could not concisely describe what happened, and spoke about David Terry and the case only at the very end.

A good testimonial can help generate leads. A poor client testimonial will hurt you more than you can ever know.

Tip #1: Direct Your Client

It is your responsibility to direct your client and have them explain in one or two sentences the problem and why they chose you instead of the thousands of other lawyers with whom you compete.

You don't need a bullhorn or director's chair. Just ask them pointed questions.

"What legal problem did you have that you needed a lawyer?"

"Why did you choose me instead of all the other lawyers out there?"

"What set me apart from other lawyers?"

"How did I solve your legal problem?"

By forcing your client to focus, you force them to tell their story concisely. You create short, clipped answers that will motivate prospects to call you. If you bore viewers, they will leave your site, never to return.

Tip #2: Alternatives for Lawyers Who Cannot Use Testimonials in Their State

Some states prohibit the use of testimonials (e.g., Florida). What can you ethically do as an attorney to show a viewer that others think highly of your legal services?

If you are a trial attorney and just settled the case favorably, or have won a recent verdict, why not interview the defense lawyer?

Don't ask the defense lawyer for a testimonial. Instead, ask the defense lawyer about the key defenses. What was the defense's position regarding liability? Ask "Why did you feel you had a good chance of winning this case if we went to trial?" I would personally ask the defense attorney what he or she thought of the claims. Remember not to get into the specifics of your particular case, but rather talk in generalities. As an attorney, you never want to give legal advice online, and never want someone to inadvertently rely on the information you provide in a video.

Tip #3: A Testimonial Formula

At the outset, I suggest getting on camera to provide an overview of the legal issue in the case. Then introduce your client and switch to a view of your clients talking. Ask them why they needed a lawyer. Ask them why they chose you. Ask them how you were able to help solve their legal problem. Ask them whether they would refer their best friend or family member to you if they had a legal problem, and why.

Then, I suggest you get back on the video and describe in very concise fashion how you solved their legal problem. This formula provides a framework and context for the viewer to understand the details of the case.

Conclusion

Video testimonials enable you to demonstrate your skills without boasting about them yourself. A poor video, or one that goes on endlessly will ensure that no one will ever pick up the phone to call you. Before uploading a video testimonial online, I strongly recommend that you have friends and colleagues review it first. Unless it is a worthy testimonial, you are better off leaving it on the cutting room floor. Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "I love client testimonials. However, this video took an excessive amount of time to get to its point. And Robert is right — what happened at the end?"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "The video is compelling and dramatic in its use of the victim's two children to tell what happened to their mother. More to the point, it is a compelling testimonial for the lawyer. However, the nearly 10-minute video is much longer than it needs to be — it could have the same impact in just half the length. The lighting is poor and washes out the faces. Most surprisingly, they tell us about the lawyer's preparation of the case but never say how it turned out. Was justice done?"

TechnoLawyer publisher and online video producer Neil Squillante says: "David Terry's clients have a compelling story about nursing home negligence, but the video runs way too long and ends without disclosing the outcome of the case. Most YouTubers won't wait for the sequel."

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 150 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

Watch the Video

TechnoScore: 3.5
1 = Lowest Possible Score; 5 = Highest Possible Score

Jason Diamond, a founding partner of the Traffic Ticket Team offers some useful and compelling information to anyone pulled over and given a traffic ticket. Diamond and his team claim to have handled over one million traffic tickets collectively. If that's not impressive enough, he promises a money back guarantee if you receive points on your license or have to attend traffic school.

From a content standpoint, the video is excellent. Most people who get a traffic ticket don't know what to do. Most municipalities rely on that lack of information to generate income from their tickets. Attorney Diamond clearly dispels the need to pay the ticket in full and to immediately plead guilty to whatever traffic infraction you are charged with.

Having received a traffic ticket myself a few weeks ago, this video hit home. I haven't received a traffic ticket in over 20 years, and was tempted to immediately pay the fine since I did not want to waste hours in a village court for my case to be heard. However, after consulting with a traffic ticket lawyer, he confirmed my belief that I should plead not guilty and proceed to trial.

From a technique standpoint, the video is lacking. He has a nice introductory graphic with background music when the video starts. Inexplicably, it then comes to an abrupt halt, like screeching tires immediately before impact. You are then treated to a video that is washed out, most likely because he appears to be shooting the video directly in front of a window. The audio is also poor and sounds like he's in an echo chamber.

I like how he introduces himself and explains immediately how he can help you. He addresses a frequently asked question that is on the mind of every driver who receives a traffic ticket. He also does something that I have never seen any attorney do -- offer a money back guarantee. Kudos to Mr. Diamond for using this technique.

Tip #1: Don't Shoot Video in Front of a Window

The reason? Your video camera thinks that the light shining through the window is the primary light source, and will, therefore, make everything else darker. The surrounding colors become washed out. Instead, close your shades, turn on the lights and shoot your video.

Tip #2: Use a Lapel Microphone

Your camcorder's built-in microphone stinks. Unless you stand 12 inches away from the camera, that built-in mic will pick up all ambient sound and sound awful. I will tell you from experience that online viewers will excuse a poor quality video. They will excuse fuzzy or grainy video. They will not excuse poor audio. If they cannot hear you clearly and well, they will quickly go elsewhere, never to return to your video or Web site again.

Go to Radio Shack and spend $20 for a wired lapel microphone. It is significantly better than using your built-in mic. If you want even better quality, I strongly suggest you invest in a wireless lapel microphone, which cost anywhere from $150-$600.

Tip #3: Watch Your Video Before You Upload It

When you prepare a brief or motion, it is often helpful to put it down and come back to it another day. This way you get a fresh perspective of what you created. The same principle applies to your law firm video. After you have edited, color corrected, created graphics, and background music, you'll want to upload it to YouTube. My advice: Revisit it hours or days later. I guarantee you will want to make some additional changes before going live.

Conclusion

With a reshoot, Jason Diamond's video could become stellar by moving away from the window, adding a lapel mic, and having some satisfied clients on camera talk about how Mr. Diamond successfully helped them fight their traffic tickets. Till next time, see you on video.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Very nicely done! I would hire this guy in a heartbeat. He is convincing, forthright, and his video flows. The man is very engaging, and he presented answers to questions we all want. He is the ticket-man!"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This video makes me wonder how much production values matter on YouTube. The image quality is poor, the sound is tinny, the camera shakes, and the speaker shows no affect. Yet his pitch is quite effective. If I had a speeding ticket, he'd be the guy I'd hire. Two side points: One is that the video is unclear about the jurisdictions in which he practices. The other is that his video and his Web site differ by 500,000 in their claims of how many tickets his office has handled."

TechnoLawyer publisher and online video producer Neil Squillante says: "The Traffic Ticket Team has handled more than one million traffic tickets. How many more must they handle until they can afford a better camcorder and a more talented video editor? The video offers some good information (and a snippet of a catchy Coldplay song), but the poor production detracts from the message."

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 150 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

Watch the Video

TechnoScore: 5.0
1 = Lowest Possible Score; 5 = Highest Possible Score

Today's video review is not about a lawyer video. Rather, it's about a guy who built a business creating newsletters for people to keep in touch with their customers and clients. Jim Palmer calls himself the "Newsletter Guru." He clearly "gets" why it's so crucial to keep in touch with your clients and customers on a regular frequent basis.

In this video we see Jim paddling his canoe on a lake near his home. He is wearing sunglasses, and the camera is sitting in the canoe pointed upwards. As Jim talks, you hear the oar making contact with the water. Jim tells a story about finding a painting he wanted to purchase and the business owner refusing to ship it to his home. The point of the video is to show that the business owner lost a key opportunity to make an easy sell by creating a roadblock.

I like this video for a number of reasons. First, it's different. Here's a guy in the middle of a relaxing activity telling a story that is educational from a marketing standpoint. He's paddling a canoe on a big open lake. There's no hazard of him getting into an accident, like in a moving car, except for falling overboard and destroying his expensive camera.

Second, his video is easy to listen to. What do I mean? It's as if you're sitting in the canoe with him and he's giving you some important advice that will help you in your business. There is no stuffiness or pretentiousness about his story or the manner in which he's trying to tell us about it.

Third, the information is useful to any business owner, lawyers included, about roadblocks that they put up preventing a client or colleague from having easy interactions with them.

As an attorney, what can you learn from this video? A lot.

Tip #1: Use Different Locations When Shooting Your Videos

You don't have to sit behind your desk in a stuffy lawyer's office to create an educational message. The goal when creating attorney video is to stand out. If your video is not remarkable, people will ignore it.

In your next video, try a less formal approach. Perhaps even take off your jacket and tie. Online viewers may have a perception of what an attorney should look like. Sometimes, changing a viewer's perception may give them another reason to watch your video to its conclusion and then call you for more information.

Tip #2: Tell a Story

People love to hear stories. If your story is similar to a viewers' story they will relate to you much more than if you tell them what type of law you practice. Think about when you come home from work and your friend or loved one asks you what happened that day. If something interesting happened, you begin to tell your story. Stories have a beginning, a middle and an end. Many stories have tension and conflict within them. Your story should have all of those points and should also explain how you helped resolve that conflict.

Tip #3: Do Not Sell Anything

The easiest way to turn off a viewer looking for legal information is to sound like a salesman. Don't even think about sounding like a TV commercial. Don't sell a viewer anything because they don't trust you yet.

Instead, establish trust by showing that you have useful knowledge and you are willing to share it freely. Give away some information so prospects can call you for more information. Your goal is to sell through education — the classic soft sell. If you employ this method, your videos and response to your videos will improve.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video is about roadblocks to business. The irony kills me! Enough said."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "Not sure why we're covering this guy if he's not a lawyer. That said, his message about roadblocks in business is an important one for lawyers to hear, but I find his delivery a roadblock to listening. Four minutes of watching him paddle and tell a story that he could have delivered in about 30 seconds made me want to tip his kayak."

TechnoLawyer publisher and online video producer Neil Squillante says: "This video reminds me of those business books that originate as articles in magazines like Harvard Business Review. In book form, they fail to use the extra space to offer any new insights, essentially wasting your time. I'm sure a video exists somewhere that offers the same lesson in a fraction of the time."

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 150 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

Watch the Video

TechnoScore: 4.5
1 = Lowest Possible Score; 5 = Highest Possible Score

Defamation lawyer Adrianos Facchetti has created a video that provides viewers with helpful information about defamation law. But that's not all. Facchetti virtually hits one out of the park by using animation to tell a story. I saw this type of animation about six months ago but didn't think it was worth the time and effort to create. I was wrong. Facchetti's video stands out. It's not your typical lawyer video. Plus, it's entertaining.

In the video, two animated characters — an Internet defamation attorney and a celebrity blogger — discuss the perils of publishing. The blogger asks the attorney if he can ask him a question about how to avoid being sued on his blog. The lawyer gives real, useful information. Toward the end of the video, the blogger asks if there's anything else he can do to protect himself? The lawyer responds that there is more, but since he has to run, he wants the blogger to make an appointment so they have time to chat further. The video is refreshing, both from a content and technique standpoint. There's even a funny line when the blogger says "That's really good advice," and the attorney responds "Of course, it's coming from me."

The video also shines technically. It has cutaways, different scenes, and different camera angles. The two characters nod and respond to what the other says. The character's voices are unique too.

From a content standpoint, the video is excellent. At 3:48 minutes it seems long initially, but the information provided is worth the time spent listening. I like the interplay between lawyer and blogger. The video captures a casual encounter of two people passing each other while walking down the street, and one asks the other for some legal advice. The lawyer answers the question asked, then explains why that advice may not always apply.

I withdrew half a point because the sidebar description lacks Facchetti's contact information.

Tip #1: The Sidebar Is Your Friend

If you ignore the sidebar you will get very few views or leads. The search engines use the content in the sidebar to index your video, and viewers use it to contact you. Search engines index text, not videos. They rely on the sidebar for that crucial information. Also, do not forget to include your Web site and contact information in your sidebar. Make it easy for someone to contact you. Don't make prospective clients jump through hoops to find you.

Tip #2: Ask One Question, Give One Answer

The blogger in the video asks "How do I protect myself from being sued?" The attorney then gives a detailed answer relating only to the question asked. This technique keeps the viewer on track and focused. If you ask more than one question, you run the risk that your viewer will get distracted and lose interest.

Tip #3: Be Creative

This informational video uses computer animation to get a message out. It's different. It's unusual. It's refreshing. It conveys a marketing message to prospective clients looking for information about an area of law. Being different, in a good way, is smart marketing.

Conclusion

A well done, well thought-out way to communicate to online viewers, without getting in front of a camera. The two person interplay enables the lawyer to demonstrate his expertise without talking about himself. The (computer animated) lawyer is confident and knowledgeable. If Facchetti describes the video and adds his contact information to the sidebar, the video will generate lots of calls to his office.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "The pros: very cute cartoon giving legal advice. The cons: Monotone and too long. In addition, the point was missed because of a glitch in the system! We could not hear the attorney's Web site or contact information. So he spent all this effort, but no one will be able to contact him."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "Facchetti's use of Xtra Normal to set his video in an animated virtual world is clever. But as a marketing piece, it bombs. The problem is that the script is too long and too much like a law school lecture, and the monotoned computer-voices make it all the more painful to hear. I could barely stand to play the full video."

TechnoLawyer publisher and online video producer Neil Squillante says: "A creative video that offers surprisingly good information about defamation marred by a failure to close the deal. The video ends not by listing the lawyer's contact information, but the software the lawyer used to create the video (Xtra Normal). Also, the lawyer does not list his contact information in the sidebar."

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 150 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

Watch the Video

TechnoScore: 2.5
1 = Lowest Possible Score; 5 = Highest Possible Score

"I am a business attorney" is how lawyer Bill Godfrey of Godfrey Legal opens this video. Godfrey is clean-cut; his beard is closely cropped; he's wearing a nice suit, and he is sitting in front of a nice-looking bookcase. The video has nice B-roll footage, he clearly has a penchant for pocket watches, and the background music is pleasing.

From a technique standpoint the video is excellent. The quality is crystal-clear, and shows scenes of his office, him talking on his cell phone, and also looking at a law book standing in front of a bookcase. For technique, I give this video a TechnoScore of 5, but I must take into account the content and sidebar, which is nowhere near as gratifying.

From a content standpoint, the video is lacking, and garners a score of 1.0. The sidebar doesn't contain any content, which means no search engine indexing. (How then can I explain how this video has garnered 300 views? This video also resides as a link on the video production company's Web site.) Averaging both scores out leaves this video with a TechnoScore of 2.5.

The video is a verbal resume describing what type of law Godfrey practices. I got the clear impression that this attorney knows exactly how to handle business matters. Being in business for over 35 years, he seems extremely competent and knowledgeable about his area of expertise.

However, I actually counted the number of times the attorney said the word "I," and was shocked to hear him say it 13 times in one minute. Included within the short video were references to "me" (3), "my" (2), and "we" (2). It reminded me of the Beatles song "I Me Mine."

Most people searching for a lawyer don't care about "you." I know some video producers disagree with my opinion. They feel that viewers want to learn about what the attorney does, where they came from, and what schools they attended.

I disagree with this assessment. In my experience, people looking for an attorney online make a number of assumptions:

1. The attorney is licensed in the state in which they practice.
2. The attorney has gone to law school.
3. The attorney has taken and passed the bar exam.
4. The attorney has experience in the area in which they practice.

Most people do not care where the lawyer went to law school. Nor do they care whether you were on law review or participated in moot court competition. They want to know how you can help solve their problem.

This lawyer clearly states the type of law he practices. However, the constant references to "I handle this, I handle that, I do this," distract from the educational message that he can achieve using video. All we learn is the particular type of law that he practices. Once I know that, my next question is, "What information does he provide that other lawyers do not?"

Tip #1: Let Your Clients Talk for You

If you have tremendous experience, have a former client describe it in a video testimonial. Let your former client talk about you, so you don't have to refer to yourself.

Tip #2: Ask and Then Answer FAQ's

If you have tremendous experience, ask a question that is frequently on the minds of people who seek legal advice in your practice area. Then use the video to answer that question. Doing so establishes yourself as an expert, without ever having to say "I'm an expert."

Tip #3: The Sidebar Is Your Friend

Use it to take advantage of Google, Bing, and other search engines, enabling prospective clients to find and watch your video.

Conclusion

Telling a viewer what type of law you handle is a good first line. But you should use your video to explain how you have helped clients in the past, and/or provide answers that demonstrate your knowledge. This approach will make you much more persuasive, and result in more leads from your video.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "I liked this video a lot! Godfrey really emphasizes his "business" acumen by placing symbolic objects throughout his introduction. I thought the video was extremely classy, down to the finishing touches on the selected music! Godfrey is also articulate and humble — someone I would trust to make a deal for me. I'm sold."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This well-produced video is effective in conveying three key points: what he does (business law), what qualifies him to do it (experience in practice and in-house), and how he does it (personal attention tailored to clients' goals). My one minor criticism is that the frequent images of timepieces distracted me. I could not decipher the message they were meant to convey. His Web site makes the point that he strives to save clients valuable time they could use elsewhere. Perhaps in a future video he should tie in this message. But overall, an A-."

TechnoLawyer publisher and online video producer Neil Squillante says: "Bill Godfrey's video looks sharp and his smooth performance makes him persuasive, but the video never explains all the visual references to timepieces. Does he practice law efficiently, give his clients a free pocket watch when they hire him, or moonlight hawking antique clocks on the Home Shopping Network?"

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 150 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

Watch the Video

TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score

This video from Locks Law Firm, which has offices in New York, New Jersey, and Pennsylvania, caught my attention because it looked different. I didn't know how different until I watched the video, which features a client testimonial.

In this testimonial video, we see a woman speaking to someone off-camera. Unfortunately, I cannot understand most of what she says. The problems stems from a combination of poor sound and the woman's accent. Even when I can understand her words, there is no logical flow to her story. I can't make out the details of her case, nor do I hear anything about how this lawyer or law firm helped solve her problem; only that she is happy she got to keep her rented furniture.

The video is confusing. I had to read the sidebar to learn about the details. Creating a video in which the viewer has to read what the video describes misses the entire point of creating a video. This video failed miserably to accomplish this simple task.

This video was created by a company that has, in the past, created some very good attorney videos. They like to put their name prominently in the opening scene and the exit scene. I don't believe that a company which creates your videos should promote itself anywhere except perhaps in a footnote. You are the star, not your video production company.

Tip #1: Select a Client Who Can Speak Clearly

Why use a testimonial? Because a satisfied client is more believable than an attorney praising himself. A testimonial should praise the attorney , extoll the virtues of the lawyer and the law firm, and explain how the lawyer solved a legal problem.

Just as importantly, the person talking in the video should communicate clearly. It does you no good to have a satisfied client on video if viewers cannot understand the nature of their case and how you helped them. If you can't find such a client skip the testimonial.

Tip #2: Provide a Back Story

You, as the attorney, know the case. Your viewer doesn't. Explain the back story of how and why this client approached you, the nature of the problem, and how you helped solve her problem.

Tip #3: Want Credibility? Provide the Full Name of Your Client

What's with only a first name? How about a town? There's no last name or town listed here. Why the secret? Just as in a jury trial, credibility is key. If there's no last name and no town, I might think there's a credibility problem. If the satisfied client doesn't want to give their full name or the town where they live, it's time to select another client for your testimonial.

Conclusion

Testimonials offer a powerful way to tell the world about your talent without you having to say it yourself and look like you're bragging. Line up your satisfied clients and have them explain to the viewer (1) their problem, (2) what you did to solve their problem, and (3) how they would eagerly refer their mother or brother to you for any legal problem.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Client testimonials videos can be very effective — if properly used. The problem with this video is that we did not hear anything from the attorney at all. I would be interested in how he looks, sounds … who is the guy that represented this talking head?"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "I give this a high grade. The client testimonial comes across as sincere and unscripted. Even though the client stumbles over her words a couple times, which only underscores her legitimacy. I like the camera shots, the lighting, the audio, the transitions and the graphics. The message of this video is clear: Consumer got screwed by big corporation and lawyer saved the day."

TechnoLawyer publisher and online video producer Neil Squillante says: "Considering that every law firm has clients, I find it surprising that we don't see more videos in which clients discuss their case and praise the lawyer who helped them. One small quibble — the lawyer should have closed the video with a short message."

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 150 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