TechnoLawyer: Videos

Watch the Video

TechnoScore: 2.0
1 = Lowest Possible Score; 5 = Highest Possible Score

Rhode Island bankruptcy attorney Mark Buckley drives while videotaping in his YouTube video (removed shortly after this YouLaw review appeared). Buckley holds the video camera with one hand and drives with the other. Buckley can't look the camera in the eye because he's too busy driving and watching traffic. What was he thinking? This stunt seems worse than talking on the cell phone!

He's driving a nice Infiniti with black leather seats. His sunroof is closed, which is a shame, since I would have preferred to see the wind blowing in his neatly combed hair. His headrest is correctly positioned, and I am constantly distracted by the scenery passing by in the passenger-side rear window and later in the front driver's window. After 30 seconds of this video, I can't pay attention to anything this bankruptcy attorney is talking about. Part of the video is shaky from driving, and the background is much more interesting than his educational message.

I keep waiting for him to be pulled over, like in the reality show COPS and hearing the song "Bad Boys." The police have a dash-mounted video camera. This lawyer does not.

I gave him one entire point for introducing himself. That's it. His sidebar is nothing to write home about, and he even forgets to list his phone number. He edited one scene but he can't escape the awful venue of his video shoot. At the 2:25 mark, this lawyer performs magic when he somehow changes the position of his camera, and somehow appears to be holding the camera with his right hand. How do I know this? Because there's no passenger in the front seat.

Ask yourself this: When you want someone's professional help, and you tell them your problem, does it make you feel warm and fuzzy when they answer you while looking away from you the entire time? That's what this lawyer does when he's driving and clearly watching where he's driving. He doesn't ever look at me! To me, that's a deal breaker. I want someone to look me in the eye and tell me how they can help solve my problem.

Tip #1: Choose Your Venue Carefully

I really don't want to see a straphanger on the subway telling me how they do pro-bono legal work for the homeless who live in the subway.

I really don't want to see a criminal lawyer sitting in a jail cell with some buddies explaining how he can get you out of your indictment.

I really don't want to see a lawyer driving and giving bankruptcy advice about keeping your car at the same time.

Tip: Can't he stop the car and tape his video? Better yet, can't he go into his office and do it? Is he that busy that he can only get this done while driving?

Tip #2: Answer Questions Immediately (Especially Yes/No)

Attorney Buckley asks "Can I keep my car?" I kept thinking he'd get pulled over for driving while videotaping and the police would require him to forfeit his car. I think he mentioned the answer somewhere in the video, but I can't remember when or what he said.

Tip: Answer the question immediately. Then explain.

Tip #3: Vet Your Video Before Going Public

Show the video to grandma. Show it to your girlfriend. Show it to your assisant. Show it to your kids. Show it to someone before you put it online. If this attorney had done so, I have to assume that someone close to him would have had the courage to say "Are you really sure this is the message you want to send prospective clients?"

You can say the same thing in a different venue and achieve a much better result.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "TOO LONG! And he's driving while talking on camera!!! I give it two thumbs down."

TechnoLawyer publisher and online video producer Neil Squillante says: "While watching this video, I half expected Mark Buckley to crash after which another lawyer would advertise his personal injury practice — like those old Energizer Bunny commercials that started with a fake commercial. Buckley provides some very good information and I understand his use of a car given the topic, but he should make the video while parked or in the passenger seat so that he can give viewers his full attention instead of looking distracted. As an aside, does Infiniti always plaster its logo on the front seats?"

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: 1.5
1 = Lowest Possible Score; 5 = Highest Possible Score

I found this video from Morrison & Wagner while looking for a newly uploaded attorney video. I watched it once. Then twice, then three times. A few days later, I came back to it again after reading the lawyer section of my local Yellow Pages. I couldn't believe the similarities.

All the Yellow Pages ads say basically the same thing:

"Have you been injured?"
"Free consultation"
"Free parking"
"No fee unless successful"
"Over 60 years combined experience"

Get the idea? Now simply switch one law firm name with another, and guess what? Nobody would know the difference. Sure, one ad is in yellow, the other in white. Still another in color. Yes, one is 4 pages long. Another is 2 pages, and yet another is 1/2 page. I've been in this business more than 20 years and I certainly can't tell one ad from the other. If I can't tell the difference, how can a consumer looking for an attorney tell the difference?

Here's what I liked:

I like the suit.
I like the tie.
I like the crisp white shirt.
I even like his watch.
I like the clean desk.
I like that attorney Stuart Wagner introduces himself.
I like how he looks into the camera.
I like the audio.

Here's what I didn't like:

"Did you, or somebody you know, get hurt in an automobile accident, slip and fall or been the victim of medical malpractice?"

"We are here to help you."

"We have a toll free number."

"We have a combined 50 years of legal experience…"

"We are here for you."

"There's no fee unless we are successful."

"The initial consultation is absolutely free."

"Again, please call us."

"Or send us your information."

Why don't I like the video?

This video features nothing more than a recitation of the Yellow Pages cliches we hear endlessly that have been drilled into our head. This attorney has squandered the opportunity to explain to his viewer how he can help solve their legal problem. He has failed to distinguish himself from every lawyer in the Yellow Pages and every lawyer who has created a video saying the same thing.

Yes, he appears sincere, and yes, he appears like he wants to help, but he doesn't tell me how he's different.

Tip #1: Stop Talking About Yourself or Your Firm

I say this in almost every YouLaw review I write. Please, stop telling us how many years you've been in practice. Stop telling us where you went to school. Stop using meaningless cliches. Start giving a viewer a reason to call you. I guarantee that they will not call you if you keep talking about yourself.

Tip #2: Distinguish Yourself

An attorney in Cincinnati who has joined me in the Lawyers' Video Studio group on Facebook asked "How do you distinguish yourself on video?" The simple answer is to be yourself. The better answer is to explain to a viewer how you helped solve a legal problem. If your viewer has the same problem, they're more likely to believe that you know what you're talking about and contact you rather than your competitor.

Tip #3: Use a Catchy Headline

I give credit to this lawyer for using a headline that caught my eye:

Had a New York personal injury? Get NY's Top Accident Injury Lawyer!

But the use of a superlative in the headline is a no-no. Don't use puffery in your video, in your description, or in your title. You don't want consumers to view you as a salesman (or worse). Instead, you want them to view you as a legal expert.

Conclusion

I gave the video a TechnoScore of 1.5 because I like how the attorney dressed, how he introduced himself and looked into the camera, but that's it. His sidebar was filled with screaming CAPITALIZED cliches that merely recited his script. A listing of every type of accident case on the planet also didn't help. Skip the hype and tell a story.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This NY lawyer makes a fatal assumption — that all users have computers with sound. Should the assumption fail, the video would be useless. This is an easy fix. Just make sure his contact information — the name of his firm, telephone number, Web address, and specialty — appears somewhere during the ad. Otherwise, it's short and sweet (we like that!), and to the point."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "For a YouTube video to attract viewers, it should teach something. This one doesn't. It can work as a late-night TV commercial, but it sure as heck won't ever go viral. The video could also use graphics — at least the firm name and phone number. Last but not least, would someone please straighten the crooked picture frame in the background!"

TechnoLawyer publisher and online video producer Neil Squillante says: "Morrison & Wagner put about as little thought and creativity in this video as humanly possible. It contains every personal injury advertisement cliche you've ever heard. The video quality is pretty good so I'll give them that. To use the catch phrase of my favorite fictional movie critic, Jay Sherman, 'It stinks!'"

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: 2.0
1 = Lowest Possible Score; 5 = Highest Possible Score

I like when a lawyer gives helpful information in their title. It encourages me to click on their video. Before watching the video however, I look to the sidebar to see how they describe their video. Attorney Mark Humphreys gives limited information, but still provides his phone number and Web site for easy contact.

As soon as the video starts to play, he introduces himself. I like that and he's off to a good start. "If you or your business has been harmed by a big insurance company, there's a good chance we can help you make it right." Ok, I'm listening.

"Keep in mind that insurance companies make money when they don't pay a claim." Interesting information. He then offers viewers five tips on what to do when your claim is denied. Even better. So what's the problem with the video?

Here's what I didn't like:

1. The attorney slouches during his video, giving a lackadaisical feel to his message.


2. The background color is totally washed out, providing no contrast between the attorney and the background.


3. The sound quality is not good.


4. Later in the video he's seated in front of a bookcase filled with law books -- created by a green screen, which serves no real purpose especially when the other scenes are in front of a non-descript, washed-out background.


5. The last four seconds of video are static.

This week's TechnoLawyer score comes in at a 2.0 for technical errors.

Tip #1: Sit Up!

Didn't your mother tell you not to slouch at the table? Bad posture can be easily corrected with a stool or a low back chair. It'll give a totally different feel when you're sitting up straight and projecting your message with confidence. If a client came into your office and saw you sitting like that, what would they think?

A viewer watching your video wants to see a strong and confident attorney. When you slouch, you appear as if you do not care about your appearance. (I assume that the attorney does not have a physical disability that prevents him from sitting up.)

Tip #2: Color It Up

Remember when I said not to rely on your Web video producer for your music? The same holds true for your backgrounds and your finished product. Don't be content when your producer tells you "Don't worry, it'll look great."

In the post-production phase, while editing your video, you must color-correct your video if you see the washed-out colors which are so visible in this video. If you fail to color-correct the video, you leave your viewer with the impression that either you didn't care to spend the time to correct the colors, or your editor didn't take the time to do it.

Tip #3: Make Sure Your Clothing Fits

While watching the video I got the impression that Attorney Humphrey's tie continued south for another two feet. I also couldn't see his hands during the wide scene in which he talked about his 5 tips, which gave me the impression that his sleeves were way too long. Sort of like a little kid who tries on his father's clothing.

Tip #4: Show Me Your Hands

Body language tells a lot, at least according to people who study such things. When we meet someone for the very first time, what do we typically do? We thrust out our hand to shake someone else's hand. Why? Historically, it showed that we had no weapons in our hands. Now, it's cultural.

If you don't show your hands during a video, a viewer might assume that you're trying to hide something. If you're going to use a wide angle shot, then let's see what you have in your hands.

Don't believe me? Watch the nightly news. Look at the camera shot and notice that when they shift away from a close-up head shot, they revert back to a shot that includes the hands. Keep this in mind the next time you decide to change the angle of your video shot.

Conclusion

Good try for Attorney Humphreys. He had some useful information to offer his viewer, and his title got me to click on his video. But poor use of background colors and wide angle shooting turned this video into one that needs significant improvement.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video would probably appeal most to the locals. Mr. Humphreys has a very distinct accent, which does not get portrayed well on video. I lose track of what he is saying because of the southern accent. It is also too long."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "Apart from the fact that this guy could have played George W. in a Saturday Night Live skit, I think the video is effective at positioning him as someone a consumer could trust to take on the big mean insurance company. I wouldn't even change his slightly disheveled, hunched-over appearance, since it helps to set him apart from how his bespoke adversaries at the insurance companies would appear. One element I would change is the blank backdrop — he could have had a more interesting background and highlighted his text in a more visually effective way."

TechnoLawyer publisher and online video producer Neil Squillante says: "Mark Humphreys' effective presentation is marred by his attire and poor production values. But thanks to the preparation and thought he put into the video it's much better than most. If he regularly beats insurance companies, he should have enough money for a well-tailored suit."

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

Ron Kramer of The Kramer Law Group in Utah creates an "out-of-the-box" way to teach us about the time limit to bring a lawsuit for personal injury in Utah.

The setting is the front seat of an attorney's car. The camera is somehow placed on the dashboard. Kramer appears to be parked somewhere and has a few minutes to spare; hence the quick and dirty video about the time limit to bring a personal injury or medical malpractice lawsuit in Utah. However, 37 seconds into the video we are rudely interrupted by a tinny sounding voice saying "Thank you for choosing (something I can't hear) can I help you?" The attorney says to the camera "Umm one second," then proceeds to turn and lean out his open window and give this woman his order: "Can I get a large 32 oz Dr. Pepper please?"

Huh?

We now realize that he is in a drive-through line at a fast food restaurant. The attorney finishes placing his order, then turns back to the camera on the dashboard, and continues as if nothing has happened. "As I was saying …"

What was that about? Has he heard of video editing? You would think that he would have edited the entire "Can I help you?" sequence. But alas, no. This is akin to being on the telephone with someone when call waiting alerts you. Instead of ignoring the intrusion, you tell the person you're talking to that there's somebody else more important on the phone on call waiting and that you have to take their call. That's what I felt like while he was ordering his thirst-quenching diet Dr. Pepper.

I'm all for thinking outside the box and coming up with new ways to get your message across. In fact I contemplated creating a couple of quick and dirty video tips myself while vacationing on the beach in Naples, Florida. Thankfully, I didn't. The fact that Kramer left this sequence in tells me that he did not want to spend the time to properly edit this video. It sends a bad message to potential clients looking for answers.

In fact, in another video of his, Kramer explains that he doesn't edit his videos so that what you see is what you get. But you don't have to engage in life casting to provide an accurate portrait of yourself and your legal knowledge.

Tip #1: Watch Your Video Before Uploading It

If you're going to find a new and creative way and location to create your video, make sure you watch the video in its entirety first before automatically uploading it to YouTube and to video sharing sites. Some Web-oriented video cameras upload directly to YouTube. I suspect that's what this attorney did instead of taking the time to put it on his computer and edit it first.

Tip #2: Choose Your Video Location Carefully

Casual versus formal attire. You must make your own decision as to whether your potential clients will feel comfortable if you are casually dressed in an unconventional setting. Remember the public has a general perception of how attorneys should look and what their offices should look like. Some people may be turned off by the casual dress of this attorney and may not appreciate the unconventional location of being in the front seat of the car.

During the entire video, I was constantly looking out the car's back window and out of the passenger window to see if somebody would jump up and say something hilarious just to break the monotony. Unfortunately, a clown with a red nose never appeared. The problem with creating a video in an unconventional setting, is that the viewer is typically looking for something unusual to happen. If their attention is diverted even slightly away from the message you are trying to get across, you lose them.

Tip #3: Introduce Yourself

Come on now. You're going into someone's home. You're invading their private time and personal space. At least have the decency to introduce yourself. Don't you introduce yourself when you meet someone new? The same etiquette applies in a video.

Conclusion

Want to try something new? Great. Want to get your video uploaded quickly? Great. Want to provide useful information for your viewers? Excellent. Want to waste your time? If you're creating a video, spend a few more minutes to edit it to produce a great video instead of one sprinkled with distractions.

I want to thank Seattle personal injury Attorney Chris Davis for pointing me to this video.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Atrocious video! The only part I remember about this video is Mr. Kramer going through the drive-through to order his food. His knowledge of the law (and statutes of limitations) is completely erased and replaced with his completely unprofessional demeanor throughout this video. We all judge a book by its cover; and I am going to pass on his drive-through attitude and services."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "The only kind thing I can say about this video is that the lawyer had the good sense to take it down. Perhaps if he made a better video, he could then afford a better office than his car and spring for a sit-down lunch."

TechnoLawyer publisher and online video producer Neil Squillante says: "I couldn't help but think of Jeff Spicoli ordering a pizza in Fast Times at Ridgemont High. A simple edit and we would have never known he was waiting to order at a drive-through. Instead, he seems inconsiderate. Besides, real lawyers don't drink Diet Dr. Pepper."

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

Have you ever found yourself talking to someone who invades your personal space? They get a little too close to you and it becomes uncomfortable. Well, I'd like to introduce you to attorney Elliott Schlissel of the Law Offices of Elliott S. Schlissel, a finger-pointing, tough-talking father's rights lawyer.

The opening scene reminds me of the original Star Trek TV show when Captain Kirk is beamed aboard the Enterprise. Attorney Schlissel magically appears out of thin air. As he explains how father's rights are so important, he begins to get in your face, and not in a nice way. He turns aggressive. He begins to point his finger. He raises his voice as if his righteous indignation is reason enough to justify calling him.

Four things really bothered me about this video:

1. He doesn't even introduce himself. Yes, his name appears on the intro and exit, but not even "Hi, my name is Elliott Schlissel."


2. The background is an actual courtroom in New York. Attorney Schlissel is obviously not shooting his video in the courtroom, but certainly gives the appearance that he's "in" the courtroom. One could argue that it's not appropriate to be speaking from within the courtroom. You might give your viewer the appearance that what you say carries judicial authority, or perhaps might carry greater weight than an attorney who appears to be shooting video from his office.


3. He moves around a lot. He shifts his balance from one side to the other, and then approaches the camera in that "space invader" posture. He even opens his jacket button as if to say "Want to start something with me buster?" I got the sense that he was being aggressive and intimidating solely to convey his tough persona.


4. Twelve seconds for an intro? Come on. I admit it's a very well done, graphically pleasing intro, but I don't want to see the creative graphics; I want to hear what the lawyer has to say.

Tip #1: Introduce Yourself

That's not hard to do. Why wouldn't you introduce yourself? When you meet a new client don't you say "Hi, I'm (fill in the blank). Thanks so much for coming in."

Tip #2: Be Ethical

Beware of your State's ethics rules that govern whether you can create ads, commercials or video within a courtroom. You do not want to give the appearance that your comments carry judicial authority and what you say is the absolute law. Do not ignore this warning.

Be conservative, and if in doubt, don't do it. Do not let your marketing company or video editor choose your background. You are ultimately responsible for your content, not the person creating the video for you.

Tip #3: Stay Still

Sit on a chair if you can't stop yourself from shifting around during the video shoot. It's natural to move around while standing. However, in a video with a still background your constant movements make you look nervous and like you are incapable of standing in one place for longer than a minute.

Tip #4: Use a Short Introduction

Use a brief introductory sequence and get right to talking. Nobody cares about your incredible graphics. If you must use a graphic, cut it to 4 or 5 seconds. That's it.

Conclusion

Righteous indignation has its place. A law firm video that explains and highlights what you do is not one of them. Don't get in my face and start finger pointing and taking an accusing tone just because you want to show how tough you are. You might as well put on boxing gloves and start hitting a punching bag saying "This is what I do to other lawyers who dispute what I say."

I was not impressed with this video, the background, or the in your face aggressive style. For all those reasons, this video received a TechnoScore of 1.0. By the way, the sidebar lacks any contact information.

Want to make the video better?

Ditch the courtroom background. Sit on a chair. Improve your sound quality by not having it sound like you're in an echo chamber. If you really want to convince your viewer how aggressive you are, have actual former clients explain what you did to solve their legal problem. That's a lot better than raising your voice to prospective clients to show your toughness.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Misogyny at its worst! Mr. Schlissel not only is a Father's Advocate, he hates women! A beautiful classic line, "Judges shouldn't be giving out orders of protection like candy…", should be followed up with "unless it is deserved and necessary," but wasn't. Also, his anger is too much for the camera — clearly he has personal experience with the system. Unless you want a drinking buddy to bash women with, I'd stay away from Schilssel."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "The primary weakness in this video is its production quality, which distracts from its message. The sound is tinny and he moves in too close to the camera. But the purpose of this ad is to market him as an aggressive fathers-rights lawyer, and in that the video succeeds."

TechnoLawyer publisher and online video producer Neil Squillante says: "Let's ignore the poor production values because the marketing angle here is far more interesting. Strange as it may seem, while many women may find this video offensive, estranged men seeking custody will probably find much to like, which is the point. In this regard, Elliott Schlissel is like the Eminem or Rush Limbaugh of family law. Those who find him distasteful would not hire him (buy his music, listen to his talk show) anyway. He knows his audience."

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: 2.0
1 = Lowest Possible Score; 5 = Highest Possible Score

From the corny introduction by a receptionist, to the offbeat background music, to the pregnant pauses by the attorneys at Florida law firm Levin Tannenbaum, I got the sense that the producer of this video needed some help with his editing skills. Lighting needs improvement as well. "Hello! Anyone hear of white-balance?" The video tries to introduce everyone in the office and give everyone a speaking part. Not a great idea especially when some people are, diplomatically speaking, more dynamic than others.

What's with the over-the-ear microphone by attorney Levin while he's talking to the camera? Looks goofy. Ditch the microphone off your ear. This isn't Star Trek. The b-roll footage of the conference room and buildings are okay, but stay on way too long. Edit, edit, edit.

Levin Tannenbaum's managing partner says he wanted to create a law firm that uses sophisticated technology to better handle construction cases. Another attorney says the firm uses technology to lower your cost, but he fails to tell you how. I don't understand how showing us LCD monitors (even dual monitors), a postage meter, or a printer while a secretary types explains why Levin Tannenbaum is technologically advanced.

"What do you want from a lawyer?" asks Attorney Tannenbaum asks. That's a good question. However, it seems like he was told to wait a few moments between each sentence. Not very natural — especially for a trial attorney. This video runs 2:45. With good editing it should run no more than 1:10.

Tip #1: Set Your White Balance Before Shooting

Notice the dark beige background in the video. Notice the attorney's shirts do not stand out from the background. I can't even tell what color the lawyer's shirts are. There's no contrast. The camera can't tell accurately which color is supposed to be white. Can you fix it after you've shot the video? Yes, in post-production editing you can brighten the background, but your producer/editor needs to know how. If it's not fixed, you get this dull color that dampens your message.

What I want to know is why didn't the editor realize the colors were off before putting this video out for public consumption?

Tip #2: Speed Me Up, Bones!

"Dammit Jim, I'm a doctor, not a video producer." Attorneys have long drawn-out pauses between their sentences because some video producer is telling these lawyers to sloooow down. Talk too fast, and nobody will understand you. Guess what? They're wrong. By slowing down to the extent seen on this video you give your viewer a reason to leave. If this lawyer can't discuss his own firm in a smooth flow, how can he try my case? This problem is common with video producers who are not lawyers and who have not vetted the video with real viewers before putting it online.

Edit your video. This video was painful to watch. With good editing and producing, it would have been worth watching. When you watch a commercial, notice that each scene is no more than 3-4 seconds. Why? The common thinking is that a viewer needs to see change. Keep it interesting. Don't use the same camera angle for long periods of time.

Tip #3: Use the Sidebar

Some video companies still don't get it. The sidebar serves two important functions: (1) search engines, and (2) contact information. Yes, this firm uses it well to describe what they do in Florida. Okay, they get my nod for the search engines. Yet there's no phone number or address. Why not? It should be in the sidebar. Don't make your viewer jump through hoops to contact you. If you do, they'll lose interest and go on to the next lawyer.

Conclusion

Somebody forgot to edit this video. At the end of the clip, the logo stays on for 13 seconds with background music playing. Why? I have no idea. That's 12 seconds longer than necessary. Cut out the non-essential fluff. Edit out the people who do not liven up the video; set your white balance and then speed up the lawyers to 78 RPM (like in a Fred video) speed.

Making these tweaks will liven up your video and make it special. Stand out from the crowd, and don't go along with everything your video producer wants you to do.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video reminds me of the opening of hit comedy The Office — without the humor. I like how they focus on everyone's role in the firm. They convinced me that they run a good company. And they are technologically savvy — we love that! But what area of law do they specialize in again?"

TechnoLawyer publisher and online video producer Neil Squillante says: "While this video needs more polish — especially the cheesy opening, the managing partner with the microphone dangling from his ear, the flying logo, and the painfully drawn out closing remarks — it provides a good overview of the firm."

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

Over the last few months I've noticed more attorneys creating frequent videos. Yet I've also noticed a recurring theme. Many lawyers (or agencies that produce the videos) feel they still need to talk about themselves to let the world know that they're available. Wrong. Don't talk about yourself. Talk about your client's fears and how you can help solve their problems.

In this week's YouLaw column, I focus on Pennsylvania attorney Edgar J. Snyder of Edgar J. Snyder & Associates, and his YouTube commercial, which offers little to nothing that would make an injured victim call this lawyer.

To begin with, it's a 15 second commercial.

Then, it screams at you.

It shows a photo of a crashed motorcycle.

It has fast-paced sound of a motorcycle racing by.

The lawyer is a forceful, fast talker.

The lawyer shows he has a Web site.

The lawyer has a slogan. "One click, that's it." What does that mean? I have no idea.

The lawyer has an 800 number.

The lawyer tells you to call him.

Here's what this lawyer's 15 second video fails to do:

• Tell you why he's different than every other accident lawyer in the United States.


• Explain why exactly you should call him instead of any other lawyer in the United States. All he says is "If you're an injured biker, trust Edgar J. Snyder.com." The big problem is that he doesn't tell you why you should trust him. Should I trust him because he has a slick commercial? Should I trust him because he's a lawyer? Should I trust him because he has a Web site? Should I put my faith in him because he says I should trust him? I don't understand why lawyers create these commercials.


• Provide you with any useful information.


• Tell you what state he practices in or even where he practices.


• Tell you how he has helped other motorcycle riders.


• Explain how a lawsuit for an injured motorcycle victim works.

From a video production standpoint, the lighting is good, the graphics are well done, the images are sharp and the sound is good. Attorney Snyder has multiple 15 second commercials about every type of accident claim possible on his YouTube channel. Each clip has the same basic template; he's fast, he shows you he has a Web site, he uses dramatic photos, and he uses his slogan. But he doesn't explain why they should trust him, or call him.

I don't understand how having a Web site sets this lawyer apart. Don't we all have Web sites now? How does his slogan help distinguish him from other lawyers. "One click, that quick" simply doesn't cut it. Does that mean that if you visit his Web site he will somehow magically solve your physical and financial problems?

Tip #1: Skip the Commercial

When watching a ball game or a TV show what happens during a commercial break? You channel surf, get a snack, or go to the bathroom. You would love it if there were no commercials to interrupt your viewing pleasure.

Just look at daytime TV. One lawyer commercial after another. One guy standing in front of a legal bookcase, another standing in a fancy office, another in front of an accident scene. It's all the same nonsense. "Call me because I just spent $10,000 creating a 30 second commercial which I'm going to run 5 days a week after Judge Judy and before the People's Court, for an entire month." Each commercial says the same thing. "Have You Been Injured? Then Call Me Because I Have a Commercial."

If you're creating video for YouTube, use this unique medium to its fullest extent. How? By creating a longer message that provides useful information. Don't limit yourself to 15, 30, or even 60 seconds. "Oh, but people have a limited attention span." True, but when someone searches for a lawyer online do you think they really want to watch a commercial? They want information, not a sales pitch.

Tip #2: Provide Some Information

Don't you want to tell the world how you've helped other people? Don't you want to show your viewers that you really are an attorney and not some actor playing a lawyer on TV? If so, then show them how your expertise will help solve their general legal problems.

Okay, you don't want to give away the store without a potential client walking into your office and signing a retainer agreement. That's understandable. Guess what? If you don't give a viewer some information, I guarantee they'll look elsewhere to get it.

Tip #3: Skip the Gory Photos

If you're inclined to follow the yellow pages design group that loves to insert photos of crashed cars, people falling from scaffolds, or a helicopter taking an injured victim away, ask yourself these critical questions:

• How does the photo help convey your message?


• Will a viewer get a warm and fuzzy feeling by viewing my gory photos?


• Is the photo so unique that it will make a viewer want to immediately pick up the phone and call?

If the answers to those questions are "Yes," then by all means, leave those tragedy-induced crash scenes in your video. Otherwise, run away from them. Your injured viewer does not want to be reminded of the accident scene. They do not want to re-live the worst day of their life. They don't want to see a rescue helicopter at the scene, or flashing lights and sirens. Do you think that overturned tractor-trailer sitting on top of a crushed car will encourage a victim to relate to you?

Most injured victims who come into my office have a difficult time simply re-telling their story without stirring up unpleasant emotions. Skip the accident scene and B-roll crash photos and give your video some substance. Talk to your viewer and explain how you can help them.

Conclusion

Please, no more commercials. Improve your legal image by providing useful information. Stop screaming at your viewers and skip the gimmicky slogans.

"But my viewers remember me with my slogan and my face — I'm a celebrity!" If it really works for you and is cost effective, keep it up. However, with today's savvy Internet audience I don't think the traditional in-your-face attorney commercial works anymore. Skip the hype and give your viewer some real substance. Become the go-to guy or girl for your specialty.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "One click, that quick." Very clever — but are you calling a law firm, or a service that will then farm you to a bunch of lawyers? While I am impressed it's 15 seconds, the commercial lacked crucial information. If I didn't have access to the Internet at that time, I probably wouldn't remember the Web site and visit it later."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "One click, that quick," is the catch phrase this motorcycle-injury lawyer uses to refer viewers to his Web site. At 15 seconds, his video is true to that phrase. It goes by so rapidly, it seems like a subliminal message. Even so, he need not say anything more. We get the message. Quickly."

TechnoLawyer publisher and online video producer Neil Squillante says: "Brevity may be the soul of wit, but it can also suggest you have little of substance to offer. A video like this one may work for a new soft drink, but not legal services."

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: 3.0
1 = Lowest Possible Score; 5 = Highest Possible Score

Attorney Blake A. Payne of the Law Office of Blake A. Payne in Jasper, Alabama, is a sincere appearing, straightforward and down-to-earth human being. He appears natural and I can understand why someone would want to call him for their legal problem. The video has typical B-roll footage of diplomas, scenes of people walking through a law office, and nice piano music playing in the background. The sidebar describes this attorney handling everything from criminal to civil litigation.

Interestingly, the video was shot looking up toward the attorney, which I typically frown upon. However, in this video, the camera angle is not so severe as to make you feel inferior when Payne starts to talk. He describes his firm with three words "Justice, honor, and integrity." You might think this was a typical play on your emotions or your sense of justice, but as you continue to listen to the video you realize that he really is sincere.

The lighting is a little unusual, and there appears to be almost a spotlight directly on his face with much of the office background appearing dark. The video even shows him walking into his office, and with his grayish hair, easy smile and a quick wave of his hand to his office staff, you get the sense that this guy is friendly, approachable and an "aw shucks" kind of person.

This video doesn't spend any time explaining how he can help you solve your legal problem. Rather, with his smooth and affable manner he imparts a sense of trust that you could never get with a simple photograph. The video runs one minute and 18 seconds, including eight seconds showing the video equivalent of a business card — not what I would recommend to persuade a viewer to call you now.

I will say that this particular video happens to be one of the better videos that YellowPages.com has created. They typically hire a video crew to come in and take B-roll footage of your office and you, and throw those scenes into your video on a regular basis. If you look at their YouTube channel, they boast over 13,000 different videos. A quick glance at these videos reveal every business under the sun that can be included in the yellow pages directory. Unfortunately, for most lawyers who choose to use YellowPages.com to create their videos, they almost always use the same type of template for each video. That's bad when you want to stand out from the crowd. You are limited to two options: (1) a video in which you appear and discuss your firm, or (2) photos and scenes of you in your office with a narrator talking about you and your firm.

One major problem with using YellowPages.com is that they brand the video, not with your own Web site information, but rather with their own logo. That is totally annoying. To make matters even worse, your own Web site is never listed. Rather, you are taken to generic directory site. That's bad.

The inherent problem with creating videos with a directory site is that your video is indistinguishable from thousands of other firms and competitors in your area. Although the sidebar gives a brief description of the lawyer and his firm, clicking on the available link only takes you to the Yellow Pages directory. You then have to click on a separate link for the lawyer's Web site. Clicking on Payne's directory listing takes me to a basic Web site designed by — yes, you guessed it — the same folks who presumably create the yellow pages ads. The sidebar doesn't even have a direct phone number for the lawyer.

Just as with yellow pages advertising in which the marketing rep basically hands you off to some generic design team to create your yellow pages ad, the same holds true for these video productions. Unless your demeanor and presentation is so distinct, as here with Mr. Payne, you need to have your own individual video to set you apart from all of your competitors. I would strongly advise staying away from the videos that are narrated which are nothing more than slideshows or extended commercials.

In most all YellowPages.com attorney videos, the attorneys are left to talk about themselves throughout the entire video. None of the videos that I have seen through this company provide a viewer with information about how you can help them solve their problems. These are not educational videos. Rather, these videos appear to be nothing more than an extension of traditional advertising by saying "Call me because I created this video." Not exactly a compelling reason to pick up the phone and call you.

Also, I have yet to see this production company create series of videos for each of their clients and customers so that someone interested in a particular lawyer can gain a better understanding of how their experiences can help you as a potential client. A one minute video talking about yourself simply provides a Web site viewer with no information with which to make an intelligent decision about whether to pick up the phone and call you. Alabama lawyer Payne appears to rise above this restrictive format.

Tip #1: To Be Different, Be Yourself

Stay away from generic formulas. Many times the key to persuading a viewer to call you is precisely because you don't fit into the typical mold. Remember, you want to stand out from the crowd. If you want to use YellowPages.com because they're simple, easy to use, and your single one minute video is included with your listing fee in a useless directory, feel free to use them at your peril. Just don't be upset if you don't get many calls.

Tip #2: Enough About "Me, Me, Me!"

Stop talking about yourself! Instead talk about the topics that people care about. Stop talking about things you want to tell people. Most companies like YellowPages.com fail to recognize this distinction. These marketing reps are not lawyers who work in the trenches each day. They don't have an insider's view of what a potential client looks for in an attorney. Rather, this way of thinking is the traditional yellow pages mindset that has forced thousands and thousands of lawyers to part with millions of their hard earned dollars and see very little result.

Tip #3: Do the Opposite of What Everyone Else Does

If you want to learn how to stand out from the crowd, stop doing what everybody else is doing! Take a look at the videos online for the specific keywords in your geographic area by going to YouTube and searching for attorneys in your specific area of law in your State. Watch those videos. See if you can pick up a common theme in the good videos. Look critically at how the video was made, and also at the content. Then, when you have identified a few attorneys whose videos you really like, pick up the phone to call them and ask them what video company they used to create their videos.

Don't be surprised to learn that some of these lawyers don't use any video company at all. Instead, like me, they have learned how to create video on their own and provide an educational message to help prospective viewers get to know them and begin to trust them before they ever walk into their office.

Tip #4: Beware of Marketing Vultures

Don't let the video marketing vultures steal your hard-earned dollars by promising the moon and taking your $10,000, $20,000, $30,000 or more to create four or five short video clips. There are better ways to get this done while still continuing to maintain quality, integrity, and your ethics. If you find an attorney whose videos you like, you might suggest asking the attorney to videotape you on a monthly basis — for a fee of course.

Conclusion

Attorney Payne rises above the typical format used because of who he is and how he presents himself. Most attorneys cannot do this and will fall into the bottomless pit of Internet ether. Set yourself apart by creating a unique, individual video that answers questions. Don't talk about yourself, as so many lawyers try to do.

Finally, tell your yellow pages marketing rep to get their logo and name off your video. Do you really want to provide them with free advertising? The goal of your video is to show who you are, and to educate. Putting your marketing company boldly in your video, on your video, and in the sidebar does nothing to help you market yourself.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "I give Blake a B- on the video. Although it wasn't terribly done, the video didn't do well to promote him. He admits to being a "general" practice lawyer, which means the video doesn't target anyone. In addition, there is a glaringly annoying YellowPages.com logo at the bottom the entire time, which is somewhat synomomous with "cheesy marketing"."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This video projects Blake Payne as the Mister Rogers of the legal profession — soft-spoken and sincere. This video is quite effective in portraying Payne as someone you can trust in a time of need. When he says he is guided by principles of "justice, honor and integrity," you can't help but believe him. The visuals and transitions are all nicely done. My one gripe would be the YellowPages.com text that stays on the screen throughout the video — it cheapens an otherwise solid effort."

TechnoLawyer publisher and online video producer Neil Squillante says: "Nice job Blake. You're a YouTube natural. But next time pay a little more so that you can eliminate the YellowPages.com logo from your video. Also, it's 2009 — your Web site should reside at your own domain name."

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

I had never heard of a toxic Chinese drywall lawyer before finding this video. I was somewhat hesitant to watch the video, especially after seeing the Web site name ChineseDrywallClaims.com. I thought it might be a spoof at first, but I remember reading something in the newspaper about Chinese drywall. I thought the title implied that the lawyer was Chinese and somehow toxic. I was wrong. I took the plunge and pressed play.

The video opens with neatly dressed attorney Richard Serpe of the Law Offices of Richard J. Serpe, P.C. sitting in front of a pleasing background. A nice logo appears in the top left corner of his video, and contact information remains throughout the video in the lower left corner. The attorney does exactly what I always advocate in every video: Introduce yourself. "My name is Richard Serpe, and I'm a toxic tort lawyer helping people for the last 20 years." He then goes on to educate his viewer.

This attorney describes what type of problems defective Chinese drywall causes. Even more interesting is that the attorney has created a free report detailing the five steps you need to know about Chinese drywall claims. Attorney Serpe has taken the extra step of not only creating a free report for viewers to download, but he has created a Web site devoted entirely to Chinese drywall claims.

I give this attorney top marks for jumping on a newsworthy matter not only with a free report, but creating a timely Web site to attract visitors limited solely to Chinese drywall health problems. The piece de resistance was creating a video that incorporates each of these elements and doing it in an educational manner to inform his viewer about how devastating these claims can be and what they need to know.

From a technical standpoint, this attorney garners a top score of 5.0 — a score never before awarded in YouLaw.

Tip #1: Light it Up

Keep your background well lit. Nobody likes a dark, moody video. You're not making an indie film for the Sundance Film festival. You can tell from Serpe's video that his background is well lit, and appears to be his office and not a chroma-keyed background inserted from a green screen. Let me define that. Have you ever wondered how TV newscasts and some videos have amazing backgrounds? They do it by using a 'green screen'. A green background is used and video editing software inserts your special background where the green one is located. Not here. It's natural.

Tip #2: Display Your Contact Information Prominently

Your logo and contact information combined comprise your "firm identity." You do not need anything fancy. In fact, you don't even need a logo. It's just something different to set you apart from everyone else. Importantly, your contact information is crucial. This attorney chose to have his contact information visible throughout the entire video. I also do this in my own videos. This way, a viewer never has to search for your phone number during the video.

I'm going to nitpick for a moment since the contact information and the name of the Web site on the bottom left-hand corner of the video appears at times difficult to read, and could be improved. However, I felt this trivial finding was not prejudicial. Looking at the sidebar, I was hoping to find the phone number, but could not. Your phone number and Web site should be prominently displayed in the sidebar.

To see the vast number of choices you have to put your contact information on your video, just watch the evening news for a few minutes. You'll see many examples as each person is introduced with a different description. Remember to use a colored background to provide contrast to your text.

Tip #3: Music and Editing Matter

Remember, you are responsible for your choice of music. Make sure it matches the tone of your video. In the last YouLaw column I discussed how an ominous soundtrack created a gloom and doom feeling of hopelessness. In contrast, this video opens with a pleasing music intro that fades as the attorney begins to talk. It closes with another snippet from the same song.

But there's a problem of a different sort. The music used in this video was taken from a song by The Who (my thanks to editor Neil Squillante for pointing this out). When choosing the music, make sure you do not infringe on any copyright. This could be significant, especially for a lawyer. Many low- and no-cost royalty free music options exist. Also, if a viewer recognizes the music, it might distract from the message. Remember, it's not a music video, it's background music to set the tone for your educational message. Keep it light and simple. The message controls. The music is incidental.

Regarding editing, I noticed two or three points in the video where the transition between edited scenes could have been smoother and a cough or turn of the head could also have been edited out. These are insignificant points and I mention them only because after watching hundreds and hundreds of attorney videos I can now readily pick up these small points. However, most viewers will disregard these things.

Tip #4: Educate Your Viewer, and You Become the Expert to Call

The attorney refreshingly says that he could make this a 20 minute video by explaining in detail the five steps that any homeowner needs to know to determine if they have a toxic Chinese drywall problem. Thankfully, he directs viewers to his Web site where they can instantly download this free report. Instead of ending his video here, he then goes on to summarize the five different elements you need to know to determine if you might have a valid claim. By doing this, he establishes himself as a someone knowledgeable in his field of toxic Chinese drywall claims. He provides useful and beneficial information to a potential viewer with this problem. He gives them this information before they ever pick up the phone to call. This is a wonderfully executed marketing effort by Serpe.

Who do you think a potential victim is going to call? An attorney who provides useful information in an educational video, or a lawyer who simply says I've been in practice for 20 years and I handle the following 10 different types of cases? Call me because I'm giving you information you need to know and I have plenty more where that came from or call me because I'm great?

Attorney Serpe's take home message is very strong. He continually refers to his free informative report. This simply reinforces the fact that he's providing useful information about the dangerous chemicals contained within Chinese drywall. A viewer whose home has been destroyed by this toxic drywall would certainly appreciate learning this information and being directed to his report.

Conclusion

To summarize, this attorney has taken a timely subject in the news, created a free informational report that helps people understand the dangers of toxic Chinese drywall and what to do if they think they suffer from this problem. He then created a Web site devoted solely to these claims. This alone clearly differentiates him from most other attorneys who commonly advertise being able to handle at least 5 or 10 other types of law. After completing his informative report and his Web site, he then created a useful video designed to teach people about these claims, and explain to them how his free report will help them learn even more.

A well executed marketing plan that culminates with a video that takes top honors in this week's review. Congratulations.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "1. Too long; 2. Too long; 3. Too long! The video was "dry," and made me want to hit a "wall." Drywall litigation is boring, and he does nothing to excite us. Mr. Serpe should just direct his customers to his Web site, where they may download these five steps. He lost me at "Hello.""

TechnoLawyer publisher and online video producer Neil Squillante says: "Richard Serpe clearly understands direct marketing. His free PDF report on contaminated Chinese drywall is a classic lead generation offer. Unfortunately, he needs help creating videos (sound from the right channel would be nice for starters). Also, did Pete Townshend give him permission to use the classic song, Eminence Front?"

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: 2.0
1 = Lowest Possible Score; 5 = Highest Possible Score

Michigan Medical Malpractice Attorney Lynn Foley of Cochran, Foley & Associates strolls into the delivery room and pulls your heartstrings with B-roll footage of the operating room, the recovery room, and other hospital scenes. Other than explaining that she knows her way around the hospital as well as a courtroom, the video does little to explain to me how she can help a potential client.

The video consists of a 30 second commercial followed by a PowerPoint presentation about her success stories. Admittedly, her successes are remarkable. However, the use of this video is, in my opinion, the wrong way to promote her achievements.

I was totally shocked to see her standing in an operating room with doctors and nurses who actually appear to be operating on a patient. The doctor is in the background operating while former nurse Foley is telling us that she is a medical malpractice attorney!

"Hello, Doctor! Wake up. Do you realize you have a medical malpractice lawyer standing next to you asking potential malpractice victims to call her? Hello? Anybody home?" I'm waiting for that "Gotcha" moment when I expect Foley to yell out "Doctor, you've just committed malpractice. I need to see your license and checkbook please."

"I can help you and your baby," is how she ends her comments. What bothers me most about this unusually placed video is that she fails to explain to a viewer how she can help. It's not an educational video. Rather it's a clear play on emotion. If you don't believe me, just listen to the soundtrack after Foley stops talking. I'm ready to get out my box of tissues. Doom and gloom devastation music — a bad tone for people already overwhelmed by the economy and constant gloom an doom in the news.

The video runs 1:55 and is short on education, long on images and music to make you think the world is imploding.

Tip #1: Location, Location, Location

Shooting your video in an operating room? During surgery? That rises to the level of chutzpah. "Chutzpah" means "nerve," "gall," and "guts." I say, "Ask the lion to open his mouth and stick your head inside." Then look toward the crowd and say "See folks, he's such a nice little lion," and moments later, the lion decides to eat you for lunch.

I'm sorry, but as a New York medical malpractice trial attorney, I can't imagine any doctor letting me into their operating room to videotape a clip to show how knowledgeable I am about going after negligent doctors. Maybe these people were actors, I don't know. But when choosing where to film your clip, use a little more tact.

Tip #2: When it Comes to Music, Go Upbeat and Keep it in the Background

Background music. Some lawyer videos have a soundtrack. Some don't. It's really a personal preference. If you use it, however, choose it with care and use it wisely. Remember, you are responsible for your content. You are responsible for your background music. Do not let someone else dictate what they think is good for your video. It's your call.

What impression to do you want to make? What is more important to you? The content? The images? The music?

My advice: Put the music in the background. Include more content in your message. In this video, the content was limited and the music was overwhelming.

Tip #3: Educate Your Audience (and Use Visuals Wisely)

I want to contrast this video with a video by fellow trial attorney Ben Glass. Glass interviewed DUI attorney Bob Battle in the middle of a field. Yes, a field. What makes Glass' video so different is that Battle discusses his recent legal victory involving a defective breathalyzer.

Importantly, Battle describes a story about how a defective breathalyzer was used in his client's case. He describes the steps he took to challenge the accuracy of the product. He then continues telling the story and explains how he accomplished his legal victory.

Watch the video to see how it differs from Foley's operating room setting.

Battle's content is excellent. He educates his viewer. By the end of the (somewhat lengthy) video, a viewer could easily believe him to be an expert — an expert out standing in his field — literally. Get the pun?

The sound is good, the content is relevant to someone charged with DUI in Virginia, and importantly, he doesn't sound like a salesman trying to sell you something. Instead, he explains.

I should tell you that Ben Glass is a friend of mine. Glass is one of the biggest proponents of education-based marketing for lawyers. But that's not why I highlighted his video. I did so because it's the perfect contrast to Foley's hospital-based video.

What's different about Battle's video compared to the Foley operating room video? Everything. As a potential client looking for an attorney, ask yourself which video portrays expertise and knowledge?

Yes, Foley's video shouts her achievements, which are impressive. However, many lawyers fail to realize that video is the best way to deliver your educational message to a viewer looking for an attorney. Don't squander it by saying "Come to me because I'm great." Instead, explain to your viewer how you helped prior clients with similar problems. Explaining what you did to accomplish that great settlement or verdict will provide much more credibility without you ever having to say "I'm the best."

Conclusion

I was really amazed at Foley standing in the operating room while a doctor operated on a patient. It's just not right. You know what I mean? It's bad enough that the public portrays personal injury and medical malpractice lawyers as ambulance chasers. In this video you don't even have to worry about the ambulance. She's looking over the doctor's shoulder while he operates.

For the choice of shooting the video in the operating room, I gave a chutzpah award of minus two points. For the devastatingly depressing music I had to deduct another point. Give these viewers some hope that you can help solve their problems. You can't do it with such tragic music.

Finally, don't shout your message. Explain and educate. The bottom line is that a viewer wants to hear how you can solve their legal problems.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Wow — I liked this video a lot. Lynn really comes across as credible and trustworthy because of her noteworthy status as an attorney and a nurse. I believe "birth injury attorney" is a highly-specialized niche, and she should market herself as such, not just "medical malpractice attorney." The only thing that confused me is that the video seems to repeat itself, and doesn't have a logical beginning/ending. It seems to end ... and then restart ... and then she repeats herself. Other than this — this video really captured her as an attorney with a human heart. Great job."

TechnoLawyer publisher and online video producer Neil Squillante says: "Isn't is negligent to walk into an operating room in street clothes? Just kidding but this video marries some strange though attention-grabbing footage with a repetitive script. It would benefit from some surgery courtesy of Dr. Final Cut Pro."

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