TechnoLawyer: Videos

Watch the Video

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

Three things you never want to see in a law firm video:

1. The lawyer's nostrils.
2. The ceiling lights.
3. The lawyer reading from a computer screen.

Kenneth A. Vercammen of the New Jersey law firm, Kenneth A. Vercammen & Associates, creates a video that unfortunately has all three of these items.

Vercammen positioned his camera on his desk which has the effect that he is looking down at the camera and the viewer as well. It makes you feel, well, little. It's a good thing this lawyer's video is so poorly lit, otherwise you'd be able to see right into his nostrils.

The main reason the lighting is so poor is that the camera is focused on the ceiling light. The camera thinks the ceiling light is the main light source, which causes the camera to make everything else dark, including the attorney's face. The placement of the camera is a significant problem, and it's obvious that the attorney never looked to see whether he was properly positioned within the viewfinder frame.

There are so many issues with this do-it-yourself video that it just defies correction. My advice: Take the video offline and pay a professional to create a good video.

Tip #1: Calibrate the White Balance

Always calibrate the white balance before shooting your video. This takes all of 10 seconds to do. You need a white posterboard from Staples or Costco. Cost: $1.49. Place it on your chair and zoom in on it. Press the white balance button and lock it. This tells the camera that this object is really white. The camera adjusts all other colors accordingly.

If you fail to do this step, your entire video will be darkly lit and you will have wasted your entire afternoon producing an unwatchable video.

Tip #2: Place the Camera at Eye Level

If you're using a camera and do not have a tripod, get a stack of books and pile it high on your desk so the lens is at your eye level. Do not point it up toward the ceiling. Remember, nobody wants to see inside your nostrils.

Also, how do you feel when someone "talks down" to you? By putting the camera lens at eye level you create a bond that you certainly cannot obtain by looking down.

Tip #3: Don't Read From a Script

Do not read from a script or from text. I've said it repeatedly. When a client comes into your office, before you answer their question do you say "Wait! Hold on one second. I have to go grab my script before I can give you an answer."

It sounds so obvious, right? Reading from a script or text is stilted and boring. Create an outline and tell your viewer what you want them to know. Don't give them a legal citation thinking they'll go to the law library to look it up. Instead, pretend you're sitting at your kitchen table talking to your best friend. If their eyes glaze over, you can bet every viewer will feel the same way with a dry and emotionless set of legal facts that nobody wants to hear.

Conclusion

I couldn't even get through more than one minute of this 3:41 minute video. I couldn't pay attention to what this eager attorney was trying to say — something about the need for having a power of attorney for gay and lesbian partners. I learned about this topic only from his title. On his sidebar he posted what looks like a monotonous script, word for word, after which he provides a verbose resume of his career accomplishments.

The video could be so much better. Change the camera angle, set your white balance, ditch the script and be yourself. The topic is an important one. However, when you lose a viewer's attention within seconds, they will not stick around long enough to hear what you have to say.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This is hands-down, the worst video I have ever seen for marketing purposes. First, he is pointing the camera at himself. Second, he is reading from a screen. Thirdly, he is a horrible reader! Bottom line: This is a cheap home-made video that depicts him and his firm in the worst light ever. Putting this video out in the public domain is announcing to the world that he is a slacker! If Mr. Vercammen puts in the same effort practicing law as he does marketing, his clients are in trouble."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "There is so much wrong with this video that it is difficult to know where to start. First is the framing and perspective. It feels like he is looking down into a hole and the viewer is at the bottom looking up. Second is the lighting and focus. He is backlit and blurry. Worst of all is his presentation. He is clearly and clumsily reading a script in a monotone that makes him sound bored with his own topic. Even at just over three minutes, this video is painful to sit through."

TechnoLawyer publisher and online video producer Neil Squillante says: "I'd prefer watching a blank screen than this painfully bad video. Kenneth Vercammen seems earnest about his subject matter, but his video proves beyond a reasonable doubt that production values matter."

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

The other day on Twitter someone commented on this video by Lee Rosen of the Rosen Law Firm about whether your posts on Twitter and Facebook can be used against you in a divorce proceeding. Having become an avid fan of Twitter and Facebook I was intrigued.

I have to say I was very impressed. The initial graphic of his law firm's logo, subtle introductory music, and stark black background made this video stand out from most other attorney videos I've seen.

"Can your Facebook, Twitter, and email communications be used against you in a divorce?" he says to start the video. Direct. To the point. Clearly an educational message that his intended audience wants to learn about.

He then does exactly what should be done in an attorney video. He introduces himself. "Hi, I'm Lee Rosen from the Rosen Law Firm." Importantly, he then thanks the viewer for watching. "Thanks for watching." From that point, I expect an answer to the initial question. I'm not disappointed. Rosen starts answering his own question immediately after his introduction. Good move. As a viewer, I'm hooked.

However, I glance over at the scrubber bar, which tells me that this video runs for 4:55. Ugh. I hold off making any judgment about the length of the video until I watch it completely. I then happen to glance at the number of views this video has received and I'm shocked to see more than 89,000 views over the past 6 weeks!

Kudos to Rosen for his educational message. He actually provides information in his video unlike 99% of attorney videos. He's not trying to sell you anything. He's clearly establishing himself as the expert with his educational message, without ever having to say, "Come to me because I'm the expert."

Tip #1: Create a Catchy Headline

Rosen has clearly attracted viewers who use Twitter and Facebook not only to talk about his video (viral buzz) but to click on his video to learn whether the information they post online can later be used against them. I won't give away the punchline in his video message. You should watch it to learn how the title captures your attention and make you want to watch the video to learn the answer. An excellent headline.

Tip #2: Think Different

Rosen's video looks different. How? He uses a totally black background. He's well lit in the front and the stark contrast makes him visually stand apart from most other attorney videos.

Being creative in this case involved nothing more than saying "Let's try a different background. Everyone else uses these light colored backgrounds. Let's create a different look."

Being different is eye catching and creates more intrigue just as you are deciding whether to click play on this video.

Tip #3: Ask and Answer a Realistic Question

Ask a question that is on the minds of your prospective clients. Then, in a simple, straight-forward way, answer the question. Seems simple right? Not exactly. Let's talk about technique first, then content.

Rosen talks right to you — the viewer. He looks at you straight on as if you're in his kitchen and he's giving you the answer in person. I like that style and I like his down to earth reply. Calm, pleasant, and knowledgeable. Many lawyers prefer the interview style in which they pretend they're being interviewed and the camera catches them at an angle. They believe the interview style gives them more credibility because they're viewed as the expert being asked questions.

I will tell you that when I watch a video clip, if I have a burning question I want answered, I like it when the viewer looks me in the eye and gives me an answer.

If you can't decide which style you want in your video, ask yourself this question. "When I'm talking to someone in the office, or at a party, do I prefer when they answer me while looking somewhere else, or when they look directly at me?"

Let's move onto content. Rosen talks the talk. He gives realistic and useful answers. He does not pull punches, and doesn't tease you by saying "I'll give you the answer only if you call me." It's a great educational message and a model for lawyer videos.

Conclusion

An excellent video with excellent content. My hat is off to Lee Rosen. However, as much as I wanted to give him a perfect score, I couldn't get out of my mind the length of his video clip — almost 5 minutes.

Many attorneys love to talk and Rosen is no exception. Even though his message is 100% on target, his video drags on beyond the attention span of many viewers, myself included. For the excess verbiage and his lack of a phone number in his search engine box, I deducted a 1/2 point. Still, a well-deserved high score.

Despite the verbose clip, I was eager to see more of his videos to see what he's done with other topics. I was not disappointed. He is a natural in front of the camera and this attorney video clearly sets him apart from his colleagues in Raleigh, North Carolina.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Toooooooo Longggggggg! And to add insult to injury, he shamelessly reads from the teleprompter! The information he is providing is actually quite helpful. However, I can't seem to get beyond the dullness of it all. I find myself zoning after 10 seconds. Remember the saying is, "Lights, Camera, Action!" Well, at least Rosen has mastered the first two."

TechnoLawyer publisher and online video producer Neil Squillante says: "Excellent information, but the video runs too long, especially since the background never changes. How about a real life example? I like the moving logo that opens and closes the video. The Max Headroom effect looks interesting, but there's probably a reason TV producers don't use a black background."

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

For this week's column, I searched for a law firm video to review to point out what you should never do. It didn't take long to find one.

Don't watch this video for the quality; it's a well-made video clip.

Don't watch this video for the lighting technique; it's good.

Don't watch this video because the sound is poor; it isn't.

Watch this video because it violates the cardinal sin of criticizing another lawyer by name!

What do I mean? Maine trial lawyer Michael Welch of Hardy Wolf & Downing describes himself and his firm as trial lawyers who mean business. He then does the unthinkable. He criticizes another law firm in an effort to make his law firm look better. Thirty-eight seconds into his video he says:

"The insurance companies know that we will go to trial if we have to. [However] If they're dealing with a lawyer like the Law Offices of Joe Bornstein, who do not go to court, they know that at some point they're [the insurance company] going to offer a number and the lawyer is not going to have any ammunition to combat or counter that offer."

I can only assume that Joe Bornstein is a competitor of the firm Hardy Wolf. I even Googled him to see if he was a real attorney or just made up for the Welch video clip. Lo and behold, he is a real attorney. "More than 34 years of protecting Maine's victims of personal injury" proclaims his Web site.

I actually watched the video three times to make sure I heard the senior partner of the Hardy Wolf trial law firm correctly. I did. He compares his firm to another. He tells the world that his firm takes cases to trial, unlike the Joe Bornstein firm. That's unbelievable. In New York, this comparison could get you sanctioned.

Tip #1: Don't Criticize Another Law Firm or Lawyer

Save your criticism for private, internal discussions, not your marketing videos. Why not? Among the many ethical violations that you might subject yourself to, your video will have an impact on that lawyer's potential clients, the insurance companies, and his colleagues. You might have also subjected yourself to libel and slander claims. Even if the statement that the lawyer doesn't go to court is true (which is probably subjective), how does that help your potential viewer make a decision to come to you, instead of any other lawyer in your town? In my opinion it makes you look petty.

Why do you have to put down another lawyer in an effort to make yourself look good? Can't you distinguish yourself without criticizing someone else? Didn't your mother ever tell you that if you can't say something nice about someone then don't say anything at all?

This video serves as the poster child for what you should never ever do. A really bad move by this experienced trial lawyer.

Tip #2: Generalize the Competition If You Must Mention Them

Attorney Welch ruins a perfectly good informational video clip by introducing an unnecessary comment. What he should have done if he really wanted to distinguish himself from all other lawyers who take cases only to settle them without ever going to trial is to say:

"We're different from lots of other law firms that handle these injury cases. We go to trial and the insurance companies know this. There are some law firms who simply don't go to trial. Before deciding on which attorney you should hire, make sure you ask about their trial experience."

Then go on and explain how many trials you've handled in the last year. Explain to your viewer how going to trial helped solve your client's legal problems and got them compensation.

Tip #3: Don't Advertise. Provide Information.

Don't use your video as a 30 second commercial. Viewers don't like commercials. Don't use it to criticize another lawyer or anyone for that matter. A viewer who finds you online wants information. Commercials do nothing but yell and scream at you. Put-downs do nothing to help inform a potential client why you are the lawyer to solve their legal problems. So what then do you put in your video?

Information. Explain how cases like the ones you handle work. Don't make the client come into your office to get that information. Remember, you are not giving legal advice. You are explaining how the legal system and process works. By demystifying the process, prospective clients will view you as the expert without you ever having to say "Come to me because I'm the legal expert in this field."

I've seen plenty of pompous lawyers say in their videos "Come to me because I know the law, and I know the insurance adjusters personally." I've seen other videos in which lawyers literally talk down to viewers because "I've attended the best law school in the country," implying that nobody else could possibly be as smart as they are.

The best tip I can give you is to be yourself when talking in a video. Be conversational and do not use a script. Many marketing consultants will disagree with my advice about a script, but when you talk to a client, do you use a script? When a potential client calls you to ask a legal question, do you use a script?

There's nothing wrong with using an outline and preparing what you're going to say, but stay away from the stilted scripted format. It doesn't look good.

Conclusion

This video lost all credibility and 4 TechnoScore points when Michael Welch criticized the Law Offices of Joe Bornstein in an effort to differentiate his firm. This lawyer might have subjected himself to ethical sanctions as well as libel and slander claims by including one sentence in an otherwise excellent and well-made video.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Welch does a great job convincing us that he is excellent and he will go to trial! Wonderful! However, he broke a major rule — he puts down another firm to make himself look better. That's a universal faux pas — something you should learn by age 2. The video quality was mediocre. It takes place inside a firm with brick walls — not much visual stimulation. In addition, the video was not edited as he trips over a few words. Overall, I'd probably still hire him, if not for trial, to badmouth people."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "File this one under: "Low Blow Legal Videos." I was shocked when he dissed a competitor by name. Is that even ethical? Beyond that, something about his demeanor was off-putting — his slouching back away from the camera, his fidgety appearance. I found myself wanting to call Dr. Cal Lightman. "

TechnoLawyer publisher and online video producer Neil Squillante says: "Did the WWE create this video for Hardy Wolf & Downing? That's some serious trash talk. I can only hope Joe Bornstein counter punches, er, I mean posts a video response."

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

We would like to thank the 102 people who braved the snow on February 3, 2009 to attend the TechnoLawyer Party (2009 Edition) in New York City. We'll have photos and a more detailed report on the festivities soon.

In the meantime, I'd like to share with you a short video interview of TechnoLawyer publisher Neil Squillante that was filmed just as our party was getting underway by West's senior communications specialist Angelique Schaffer and posted on West's Westblog. Angie was joined by Scott Augustin, West's director of communications. (You can see Angie, Scott, and Neil from left to right in the above photo.)

In the video below, Neil discusses one of his top five 2009 predictions for the legal profession — robust legal applications for next-generation smartphone platforms like the iPhone, BlackBerry Storm, and Palm Pre. Neil discussed this prediction and others in greater detail in his recent article, TechnoLawyer's 2009 Legal Industry Predictions.

Transcript
What's the top legal tech trend for 2009?

Earlier this year I published an article with my top five predictions for 2009. I think one of the biggest is going to be the development, the explosion really, of mobile applications for lawyers. With the advent of the iPhone, the BlackBerry, the next version of Windows Mobile, Google's operating system for telephones, I think that's probably going to be the big story this year, although it may take till the end of the year for us to really start to see it gestate.

Why?

Well lawyers have always been pretty mobile, and while they've always been described as technology laggards, the one thing that lawyers really adapted to very early and quickly were these mobile smartphones like BlackBerrys, Treos, iPhones, etc. The fact that you can now almost do anything that you can do in your office on these phones, particularly with these rich applications that are coming out, will change the way lawyers work and make their lives a lot better actually. They won't have to go back to their office after court, for example, to do something. They can get it done right there and then go home.

About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to lawyers, law office administrators, and others in the legal profession. We link to each new TechnoEditorial and dozens of other articles on the legal Web each week in our BlawgWorld newsletter, which is free. Please subscribe now.

Watch the Video

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

Military criminal defense attorney Michael Waddington of Gonzalez & Waddington serves up some heady practical advice in his straight-talking video that turns to mush.

Attorney Michael Waddington is the brute squad (see The Princess Bride) with a smile. I like his videos. I like his direct eye contact. I like the effort he makes to inform viewers about his area of law. He answers commonly asked questions, and does it in a friendly style. He's down to earth.

But this video turns to mush about 40 seconds into it. The sound becomes separated from the video. It reminded me of the old King Kong and martial arts movies with poorly dubbed dialogue. You'd see the action, and then seconds later hear the words. Same thing here.

I will tell you that I've watched his other videos and none of them have this problem. Why then am I "picking" on this one? Precisely because if you don't check your videos before they go live, you run the risk of making yourself look bad.

Tip #1: Body Language Is Very Important

Attorney Waddington tends to lean forward in his chair as if he's trying to reach forward. I got the subtle impression that he was overreaching. Remember what your mother always told you at the dinner table? "Sit up and pull your chair in." Don't lean forward in your chair. Your body language sends a message. Since your video shows who you are, you want to make the best impression possible.

Instead of sitting in your comfortable office chair which allows you to swivel and recline, use a stool for your video. It will force you to sit upright and you won't get that constant back and forth motion many people see when someone sits in an office chair.

Tip #2: Timing Is Everything

When you create and edit your own videos, you must understand that a viewer will not watch your entire clip if you ramble. If, after shooting your video, you realize you went on a verbal rampage with no clear line of thought, the best thing you can do for you and your viewers is to edit the garbage out.

I got the sense that this attorney was speaking off-the-cuff, which I appreciate. It comes across as more sincere and less formal. However, when you just go on and on, as here in the middle of the clip, you risk losing the attention of your audience.

When editing your video, you've got to know what to keep and what to throw away. I know. I learned it the hard way. You think every second of what you said is vitally important. Guess what? It's not.

I know what you're thinking, "These are my words; I thought of them, and I spoke them, and there's no way I'm going to cut them." Big mistake.

Watch a TV commercial tonight. Look at how quickly it transitions from one image to the next. Why do they do that? To keep the viewers' attention.

The bottom line — leave the excess verbiage on the "cutting room floor" where you can simply click "Delete." I guarantee that by making your video shorter and more focused, the more likely prospects will watch it to the end and contact you.

Tip #3: Check Your Video Before and After It Goes Live

An editor tells you to proofread, and then proofread again. A video editor tells you to watch your video in its entirety before compressing it for upload and then once online to watch the entire thing again. Why? So you can avoid having an embarrassing "Uh-oh" moment and realize what you just put out for public consumption simply doesn't work and ruins your street cred at the same time.

In Waddington's case, it sounds like something got screwed up when compressing the video to upload. Or, while editing, the sound was disconnected from the accompanying video. The point? Always, always check and re-check your complete video before uploading, and immediately after it appears on YouTube.

Just as a good video can help you, a bad video can destroy your credibility.

Tip #4: Google Is King

Search Engine Optimization (SEO) is the key to getting your video indexed by Google and other search engines. You've spent hours producing and creating your attorney video. You've edited everything just right. You adjusted the color, improved the sound and added titles and transitions to your unique message.

You're now ready to finish uploading your video to YouTube, and you enter your information into the section that says "Description." Many "do-it-yourself" lawyers fail to understand the importance of this task.

Waddington's search engine information is sorely lacking. I see lots of acronyms for military agencies, which is fine. However, there's no contact information listed except his Web address. Why make a viewer jump through hoops to get your phone number, address, or email? Make it easy for a viewer. Give it to them. They'll appreciate the effort you took to include it.

Conclusion

A good video gone bad. A good attorney with a good message who should improve the information in the description section of YouTube (you can edit this information anytime). Plus spend a few minutes on quality assurance and the next video will shine. My recommendation: Take this video off-line, and either fix it, or create a new one

To summarize, I deducted a full point for the mismatched audio/video, and 1/2 a point off for the lack of contact information. Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "First, TOO LONG! I started zoning at 40 seconds. This video features Michael discussing inappropriate fraternizing, which could have been summarized in a 10 second presentation. Second, the sound and video is off! I felt like I was watching a badly-dubbed foreign film. Third, he starts off with a bang, but quickly falls apart in front of a camera and starts pausing and stuttering. I give this video a D+ for effort!"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This military defense lawyer may have a good point to make about conflicts, but his video deserves a court martial. It has three main problems. First, his point gets lost as he rambles on too long about it. Second, the sound is horrible and out of sync with his lips. Last, he needs to lose the awkward and barely readable text slide he drops into the middle."

TechnoLawyer publisher and online video producer Neil Squillante says: "Michael Waddington makes a good point, but he needs to rehearse to tighten up his presentation. Some accompanying bullet points would help. Also, I half expected Godzilla to make an appearance given the poor sound syncing."

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

Coming today to BlawgWorld: Our editorial team has selected and linked to 32 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

Live From the TechnoLawyer Party: Mobile Legal Apps (Video)

Six Don'ts for the End of Your Presentations

How Williams Mullen Capitalized on the Credit Crisis

This issue also contains links to every article in the January and February 2009 issues of Law Practice, and Law Technology News. Don't miss this issue or future issues.

How to Receive BlawgWorld
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Watch the Video

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

I'm sure the brain-injury lawyers Jaray & Webster in Colorado Springs are good at what they do.

But watching their video, "The Law Firm of Jaray and Webster Can Help in an Instance of Brain Injury," gave me a brain-freeze — that "uh-oh" moment when you've eaten too much ice cream too quickly.

The video features a dorky animated "brain" sitting at a real conference table telling you about how injuring your brain is much worse than hurting your toe.

I just don't get it — an animated, talking brain, trying to convince a potential viewer to contact these lawyers? Give me a break. Let me get this straight ... some marketing rep convinced two intelligent lawyers that the way to attract clients is with a cockeyed animated brain? Just imagine if these guys handled medical malpractice cases involving perforated intestines. A talking colon perhaps?

When I watched the video a second time, I laughed at the ridiculousness of this animation. This video could very well "go viral" but for all the wrong reasons.

Tip #1: Creativity Is Not an End Unto Itself

Let's assume for a moment that these lawyers wanted to do something different and create an "outside the box" video. Maybe something funny, maybe a parody. Maybe they wanted to do something that nobody else has done effectively.

I'm all for creativity, but this particular video simply falls outside the realm of what a law firm video is designed to do — get a prospective client to pick up the phone and call you instead of your competitor. Instead, they created a video more likely to repel people.

Skip the cutesy animation. If you were you a potential client, would you seriously call a law firm that was cartoonish? Does this video give you "street-cred?" Did they test the video with friends and colleagues before letting it go live? Did the lawyers even watch the video before approving it?

Tip #2: Use a Lapel Microphone

The video eventually transitions into the two brain injury lawyers sitting cozily in front of a fireplace. I was hoping the video would redeem itself. Then, they started talking.

However, I couldn't hear what they were saying. Even when I turned my volume all the way up, the sound was awful. My guess is that they were using a camera-mounted microphone, instead of a lapel microphone. The problem with a built-in camera microphone or even a poor-quality directional mic is that it picks up all ambient sound. The room they were in has a distinct echo that made it much harder to listen to the sincere message they were trying to get across to the viewer.

When creating a video, always use lapel microphones. They're also known as lavalier microphones.

You can choose from two types: Wired and Wireless. The wired microphone attached to your shirt, and the wire runs all the way back to the camera to the input marked "mic." This works fine in a small video shoot. The problem with the wired microphone is that it creates a potential tripping hazzard.

With wireless lapel microphones, you also attach the tiny microphone to your shirt. The difference is that the wire is then attached to a transmitter smaller than a deck of cards, which you place in your pocket or clip to your pants.

A receiver with antennas attaches to your camera either through the mic input, or using a device known as an XLR converter. Using a wireless lapel microphone picks up your voice clearly and is well worth the investment.

Think about it this way. You're spending a lot of money to create your video. The goal is to attract potential clients. Hopefully, some of those potential clients will convert to actual clients and generate attorney fees.

If you create the video yourself, invest a few hundred dollars on a good microphone. It will pay off. If you hired a video production company, make sure they use wireless lapel mics.

Tip #3: Use Tried and True Lighting Techniques

Another problem with the second half of the video — awful lighting. Dark, poorly-lit faces did nothing to ramp-up what could have been a sincere message to potential clients.

You do not need fancy lights. You need "key" lighting which is the main light positioned at a 45 degree angle in front of you. You then need a softer light on the opposite side, also about 45 degrees from your front. This light offsets the shadows created by the "key" light.

Many people also use another light from behind the subject to illuminate, which can create a halo effect that some people find useful. If you really want to go all out, you can get a hair-light, so named because you attach it to a boom-pole above your head. The bottom line is that you need to be well-lit for a viewer to watch your video.

Remember, you're not making a Hollywood movie so you don't want dim lighting to create a mood. You want to get your message across simply and clearly.

You do not have to spend thousands of dollars. Instead, you can get a reasonably well-outfitted set of fluorescent lights, stands and poles for under $1,000.

Tip #4: Don't Forget About the Accompanying Sidebar. Google Won't.

Beyond the video, the accompanying text in the sidebar fails to identify the location of the firm or list its address, phone number, and Web site.

Again, I just don't get it. They obviously paid a company good money to create the custom animation and logo, so you'd think this company would also know enough to optimize the video for indexing by Google, YouTube, AOL, Yahoo, and other search engines.

Conclusion

So let's summarize what two well-meaning lawyers who handle serious brain-injury cases in Colorado Springs accomplished with this cartoonish video: Nothing.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "With a highly-specialized area such as brain injury, you would think these guys would put more thought into marketing! My little daughter loved Mr. Brain the Cartoon; she is 4 months old. Unfortunately, Mr. Brain the Cartoon completely vacated the seriousness of the specialty. The victims of a brain injury (and their loved ones) probably wouldn't find it humorous. I would cut the cartoon, and get straight to description of practice. You want to attract clients, not repel them — that's a no-brainer!"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This is your brain. This is your brain on bad video production. From the tacky, wise-cracking cartoon brain to the tube-like sound quality, this video needs major brain surgery, stat!"

TechnoLawyer publisher and online video producer Neil Squillante says: "Although the use of a cartoon brain that bears a resemblance to Sponge Bob is inspired, it doesn't fit the serious nature of the cases these brain injury lawyers handle. Animation could very well set a video apart, but this law firm didn't use it wisely."

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

Think you know your way around a courtroom? Jeff Roberts of the Roberts Law Firm will personally show you in his video, Jeff Roberts — Skilled Trial Attorney in Newport Beach, CA.

You may recognize the judge's chair, the witness chair, and the jury box. It's almost as if a viewer has never watched any TV ... in their life. Seriously. I hope Roberts is not really like this in front of a jury.

Here's my question: If a potential client is looking for a trial attorney online, is a tour in and around the courtroom going to convince them to pick up the phone and call you? Don't you think the viewer expects that you know where everyone is positioned in the courtroom?

"If I'm giving opening or closing statements, I will use the podium," says attorney Jeff Roberts, standing in front of, and pointing to the podium. "Myself, I am a trial attorney, and this is where I work when I'm on trial," says Roberts, pointing to the jury box. This video seems directed to the Kindergarten through second grade demographic.

What information does this video give to a potential client, and how does this "show and tell" of a courtroom distinguish yourself as a more knowledgeable trial lawyer from any other advocate in your town? Don't we all know where counsel sits? Don't we all know where the judge sits? Doesn't everyone know where the witness sits? Even if the viewer doesn't know these basic facts, ask yourself whether this information does anything to show you're the expert in the courtroom. Unfortunately, this video misses the mark by a huge margin.

Practice Tip: How to Use a Courtroom as a Prop

If you're going to use the courtroom as a prop, how about reading from some trial testimony you've recently taken? How about acting out a few lines of cross-examination in a trial you handled? Give the viewer the "set-up" of the facts of the case, and bring them directly to the point where you're now questioning the witness on the key issue in the case. Hammer home 15-30 seconds of your masterful cross-examination technique. Use this to show how you're different. Don't say "here's my chair, here's the wall, here's the door."

Not many courts would allow a lawyer to videotape within a real courtroom. It certainly would never happen in New York. If you've got the prop, use it effectively and creatively. Think outside the box, and more importantly, ask yourself what a potential client would want to know while they're on trial with you.

Here's a suggestion: When your client turns to ask you a question during the trial, and you explain to him what the judge is doing, why not put that explanation in your video? "What does it mean when a lawyer objects, and the judge says 'objection sustained'?" "What does it mean when the judge asks if you want to voir dire the witness?" "What does it mean if the jury asks for a read back of testimony?" If you are a trial lawyer and answer those commonly asked questions in your video, more likely than not, viewers will call you and not your competitor.

Practice Tip: Introduce Yourself

The camera is much too far away from attorney Roberts and the lighting is poor. I had to squint to see if it was really him talking. The audio is not that much better. There's no music, which is fine.

What bothers me the most, however, is that the attorney does not introduce himself. Yes, there's a title graphic at the bottom of the screen saying who he is. However, if your intention is to have viewers get to know you and form a bond with you while watching your videos, they won't bother to connect with you if you don't first (metaphorically) stick your hand out and say "Hi, I'm Joe the Lawyer, a trial lawyer from Smallville."

Welcome your viewer. Thank them for a moment of their time. Remember, their time is valuable too. When I produce my own video clips, I like to thank viewers for joining me in my office for a few minutes of their time. It only takes an extra few seconds, and in my opinion, makes the viewer feel like I just thanked them personally. That's the personal bond you want to try and establish.

From a performance standpoint, I will assume that this was Roberts' first attempt at video, and give him the benefit of the doubt about his lackluster performance. A bit more energy and enthusiasm would certainly have juiced up this droll 1:29 minute clip.

Every newbie has some trepidation when trying their first case, and even creating their first video. Looking back at my first video clip, I was just as stilted and formal. Only after creating my 10th and even 20th video clip, did I learn to just loosen up and be myself.

Practice Tip: Don't Promote Your Producer

The beginning of the video prominently features the production company. Another bad move for the lawyer. In my previous YouLaw video reviews I have repeatedly pointed out that there is absolutely no reason to share the spotlight with the production company you use to create your video. You should be the only one in the spotlight. If they want free advertising, let them do it with a testimonial from you, or have a small section of text after your text box. It distracts the viewer from looking for your contact information during your introduction.

Cautionary Video Tip

When creating your video, make sure you do not run afoul of your state's ethics rules. Importantly, you do not want to create the appearance of, or intend to create an attorney-client relationship with your video. Nor do you want to have a potential client rely solely on your video clip to determine what legal action (or inaction) they should take in their own matter. So far, the attorney videos I've seen (and I've viewed hundreds) have done well in this respect. Just remember, it is you who is responsible for the content in your video, not your producer. Do not let a marketing rep or sales rep convince you to add something to your video when you know it is impermissible.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Not sure why he is giving an elementary lesson in an empty courthouse, but it isn't effective. It almost assumes his clients are all idiots. Jeff also stutters over some of the lines in his script — does not come across as confident."

TechnoLawyer publisher and online video producer Neil Squillante says: "Thank you for the courtroom tour, but what about my case? Roberts looks uncomfortable plus people don't hire lawyers based on their knowledge of a courtroom's layout. Case dismissed for insufficient evidence."

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

In the first half of this video, Law Office of Leonard Weitzman, Family Law, Bridgewater, NJ, I was impressed with how confident, natural, and poised Weitzman was during his one man show. Yet, when he started talking about himself during the second half, I struggled not to jump to the next video.

Weitzman uses a very effective and subtle technique when talking about what you should look for when deciding on an attorney. Specifically, he mentions the need to see and hear a confident, able and presentable lawyer. He gives you this information while sounding confident, able, and totally presentable.

A potential client watching him will recognize that each of those elements are reflected in Weitzman's brief video. This technique was also used effectively when Ronald Reagan, who in 1984 was 73 years old while debating Walter Mondale, said "I am not going to exploit for political purposes my opponent's youth and inexperience." Get it? He never had to come right out and say that his advanced age was a benefit instead of a liability. Rather, he just raised it in a statement.

Attorney Weitzman had everything going for him in the first sixty seconds. He lost a full point for talking about himself during the next 60 seconds. I always advocate that rather than talk about how wonderful you are, have your associate, partner, or former client do it for you. Listen to what he says: "I'm a certified civil trial lawyer," "I'm rated by Martindale-Hubble with the highest ranking..." "When I walk into a courtroom with my client, I believe my client has the utmost confidence in my ability and my skills..." Stop saying "Me, me, me." Instead, let your satisfied client tell the viewers for you.

Video Techniques

Attorney Weitzman stands throughout the video. Not a bad idea, but he moves around a lot, which is distracting. There are also a few b-roll shots of him moving around his office and sitting in front of his desk.

Lighting: Barely adequate. The background is poorly lit and he is standing in front of a greenish/brown wall which never makes anyone look good.

Sound: Adequate

Set: A wall in his office.

Practice tip: If video taping in an area that does not have natural lighting, make sure a light is pointed behind you toward the wall to illuminate the background. This way you'll look better, and there will be more contrast between you and the wall. To create even more contrast, have a light from behind you point to your back.

Makeup: Cannot tell.

Music: Mild, soothing background music. Non-intrusive.

Length: 2:06 minutes. Ditch the self-lauding, or include a client testimonial within your video and you'll gain back that one full point for a TechnoScore of 4.5 instead of 3.5.

Script: Appears well rehearsed. Not scripted, at least not that I could tell.

Performance: His performance was excellent. From this video, I have no doubt that Weitzman is knowledgeable, able, confident and knows what to do in a courtroom.

Practice tip: Don't make a sales pitch. Weitzman tells viewers to "Please contact my office for an appointment. I continue to offer most consultations for no charge." However, he does not explain why they should call for an appointment.

In the initial segment of his video, he does a great job explaining what to look for in an attorney. However, the call to action for an attorney video is to provide viewers with more information. That's the carrot that will entice them to pick up the phone and call. Simply telling them to call, without telling them why misses the key reason to make the video in the first place.

Sidebar: The copy in the sidebar contains two paragraphs about his philosophy of the practice of law and the areas of his practice. OK. I get it, but there's no phone number anywhere in the text. If you tell viewers to call you in the video, why make them search for your Web site url, then have to click on it, and then scour your site for your contact information? A better practice is simply to list your phone number in your copy. Weitzman lost half a point for this mistake.

Conclusion

Weitzman makes a compelling argument for what type of attorney to look for when searching for a family lawyer online. His appearance and demeanor speak well for his legal abilities. My advice: Tweak the video, improve the lighting, incorporate a client testimonial, add your phone number to the sidebar copy, and give the viewer a real reason to call you. Then you'll have an excellent attorney video.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Leonard is very charismatic, and the video clearly conveys that. He is articulate and personable. Nice touch on using clients in the video. I would cut the length of the video about one minute, but otherwise, very nicely done."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This well-done ad demonstrates the power of video is to personalize its subject in a way that no static Web site or brochure ever could. The lawyer's demeanor -- at once confident and modest -- is enhanced through artful editing and transitions."

TechnoLawyer publisher and online video producer Neil Squillante says: "After a strong opening argument, Weitzman fails to prove his case (why you should hire him)."

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

In Georgia Workers Compensation and Social Security Disability by Ginsberg Law Offices, the over-the-top, gold glowing, black background headline and title scream at you. The saxophone induced overtones make this introduction more appropriate for a scene from a 1970's movie in a smoky, acrid smelling bar, rather than in an informational video.

The title asks a good question though: "Should I apply for social security disability?" I await the answer. However, the first few words from Ginsberg are that "It's a very complicated question to answer." Wrong answer. Telling viewers that your field of law is very difficult tells them two deadly things, neither of which you want to do:

1. Your question is so complicated that even a smart lawyer like yourself cannot explain it adequately.

2. You've just wasted valuable time telling your viewer absolutely nothing. You have lost the instant credibility factor that most trial lawyers learn the hard way. Forget the introductions and get right to the point.

Later in the video she talks again about how difficult it is setting up something called an "MSA account" and fails to explain its purpose or why it is important. This is troubling. If an educated lawyer keeps talking about how difficult these issues are, this viewer will go immediately to another lawyer who has no problem expressing how confident he is in solving the viewer's problem.

Video Techniques

This video uses a green screen to tape the clip, and then in post-production inserts a television studio set, to make it appear as if you are standing in a TV studio. Fairly common. However, the camera is below center and there's an uneven distance from the top of Ginsberg's head to the frame — a minor distraction.

She also uses a handheld microphone, which most lawyers wisely choose not to use. With the handheld mic, she gives the appearance as if she's a host on a TV talk show. I'm waiting for her to call out to an audience member to come down and play "The Price is Right." Not an image you want to create. My preference is a lapel mic that is almost invisible and gives a more natural appearance.

Lighting: Acceptable

Sound: Adequate

Set: Wood framed square with purple background and some errant plants creeping along the edge, and one directly over her head. Make sure your background does not interfere with the attorney.

Makeup: Cannot tell.

Music: Corny. Introduction and ending sound like a mystery movie. Wrong music pick. Lost half a point here.

Length: 2:31 minutes. Too long for her explanations that do not seem to explain or answer the initial question she raises in her title.

Script: At times she appears to be reading from a teleprompter. Other times, she appears to be speaking off-the-cuff.

Performance: She talks really fast and I could not understand her points. I did not walk away from this video with a compelling reason to call her. She lost another half point here.

Practice tip #1: Slow down. You have time. Also, do not expect your viewer to know what you are talking about. Take time to explain, in basic terms, the point you want to make.

Practice tip #2: She says that you should call an experienced attorney to learn the answer to the question, and that her firm has handled this issue before. She then leaves this point and never returns. Bad move. Instead, back up what you say by giving concrete examples of how you have handled this exact issue and talk about the outcome. Doing so is the key conversion point that will make your viewer pick up the phone and call you instead of your competitor. Failing to include this information almost guarantees the viewer will look elsewhere for an answer.

Sidebar: Standard one sentence explanation of the video. However, she lost a full point here for failing to include any of her contact information. No Web site, no phone number. Yes, she had it on the video itself, but I had to play the video again.

Conclusion

The question Ginsberg raises in her title was good. The explanation was not. Ginsberg's fast-talking may be a case of nerves, or an imitation of a car salesman trying to get as much verbal text into the video. I couldn't tell which one. With a bit of work and practice, the next video she makes could be much better.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "I feel like I am watching a bad talk show. The video is too long and doesn't keep our attention. The music is too jumpy. I would cut down the video and have more than a "talking head" effect."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "Attorney Ginsberg needs either a script or a script doctor. Her sentences ramble and that makes them confusing. Once she tightens the script, she needs to rehearse it before turning on the camera."

TechnoLawyer publisher and online video producer Neil Squillante says: "Phil Donahue called — he wants his microphone back. Seriously, a creative idea, but a talk show format without a studio audience doesn't work."

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