TechnoLawyer: Videos

Watch the Video

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

This is an all-around excellent video from the Law Offices of Fern Trevino. Informative. Helpful. Educational. Precise. And did I say educational?

Fern Trevino knocks it out of the ballpark with this video discussing what you should and should not do if you think you might be fired. The graphics that are interspersed in the video are well done and pose questions that Trevino answers. Her general advice is confidence-inspiring. I did, however, deduct half a point for reasons discussed below.

Video Techniques

Lighting: Good front lighting. Soft background, tending toward a darkish and uneven lighting on the right side of the wall behind her. Tip: Make sure your background lighting is as even as possible. Otherwise, it may distract viewers.

Sound: Good. No problem.

Set: Attorney's office with a plant on the side and a diploma visible in the background. Trevino is conservatively dressed, wearing what appear to be pearl earrings and a small necklace.

Makeup: Appears natural.

Music: Nice pleasant introduction that fades deep into the background throughout the clip and then becomes audible again at the very end.

Length: 1:21 minutes. During this clip, Trevino gives a few key pieces of advice for anyone concerned about being wrongfully fired. The clip is tight and right on target.

Script: Appears natural, except for the occasional eye flicker that tells you she's reading (very well) from a teleprompter.

Performance: Very well done.

Sidebar: The sidebar is the best I have seen in any attorney video yet. It contains the most comprehensive text to complement a video. No typos. With this text, I can imagine having great search engine results- not just on the tags, but also on the content. Only one problem though. She fails to include her Web site address or even her phone number in the text. Nevertheless, she did include her contact info in her introduction and conclusion in the video clip, but if you don't want to watch the video again, you'd have to click over to her profile to see her contact info. That's too much work for most prospects. Make it easy.

Conclusion

I was ready to give Trevino 5 points for this video. However, two small items bothered me enough to deduct half point: (1) She uses an interview style in which she does not talk directly to the viewer. This is a useful technique when you are answering an interviewer's questions. However, I did notice the eye flicker while watching (I admit, I watched it 3 times to see it). It seemed a little unnatural to use the interview style together with the advice she was giving. I think looking at the camera straight-on would have worked better. (2) The fact that she has the best sidebar information I've seen but fails to include her contact information is perplexing. An oversight perhaps, but a significant one, since you don't want your viewers having to jump through hoops to contact you after watching an excellent video.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert  says: "Excellent video! Professional, easy to understand, and to the point. I would hire this employment lawyer in a second — very nicely done! The background music is good too."

Lawyer, journalist, and legal media consultant Robert Ambrogi  says: "The attorney's demeanor, dress, and backdrop all convey professionalism. Effective use of text to underscore key points. All in all, professional in both appearance and tone."

TechnoLawyer publisher and online video producer Neil Squillante says: "It's refreshing to see a lawyer demonstrate her expertise rather than talk about herself. She needs to add her URL to the sidebar and promote the video (only 55 views so far)."

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

If you want a laugh and nostalgic memories of watching Batman and Robin when you were in grade school, then give this video by The Law Office of Jeffrey D. Rowe  a brief, very brief, moment of your time.

The video consists of a series of photo slides that are supposed to persuade you to call the firm if you are arrested for DUI in Fresno. The "video" starts off with music that sounds like it was a spoof for a lawyer commercial. Goofy. In my mind I'm thinking "Pow," "Kablam!" "Boom," and "I can't believe this is a lawyer video."

Twenty seconds into the picture montage, there's a picture of someone jumping in the air, with the sub-heading "For the best outcome." While the picture is shown, you've got this Batman theme music running the length of this "video." Even more ridiculous is that the video length is 55 seconds, but at 28 seconds, the montage ends and you are left with a still screen saying "Call Us NOW!" for the next 27 seconds. Bizarre.

There is no reason for anyone to "Call Us NOW" based on this photo montage. The attorney fails to give the viewer any information that explains why he should be called instead of the many other DUI lawyers in Fresno.

What was he thinking? Maybe the sales pitch was so good it was given as a freebie. Skip the freebie and create a video that will actually persuade a potential client to call you.

Video Techniques

Lighting: Not applicable.

Sound: Take the Batman theme and re-imagine the fight scenes with those cartoonish graphics showing big star-burst patterns saying "Plow!" "Blam" "Ooph"

Set: There is no set. Just a series of photos. First you see a police car. Then you see a picture of a man in a yellow rain coat being handcuffed while leaning against a truck. Then there is a diagram of a bottle of beer + a badge + a photo of something indecipherable = s California license with a sticker slapped on it saying "suspended license." Then there's a stopwatch — I guess to give you the feeling that you must act quickly and call this lawyer "For the best outcome ..."

Makeup: Not applicable.

Music: If you are into Batman and Robin, this theme is up your alley. But it's not a spoof. It's not a cartoon. It's not a car chase. This is not a fight scene or a scene with D minor music anticipating the gory bloody victim you are about to see when you turn the corner. It belongs elsewhere, not in a video trying to market legal services.

Length: 55 seconds. The photo montage lasts only 28 seconds. It makes no sense. For the next 27 seconds I couldn't understand what I was looking at.

Script: None. No voice-over.

Performance: See my commentary above.

Sidebar: Here's an example of what not to do. The grammar is poor. All it says is:

"been arrested for DUI? CALL now: (559) 478-2029 Fresno-DUI-Lawyer.com"

All caps for "CALL" does not make it more likely that a viewer will call you. The attorney does not even put his name in the text. Unusual.

Conclusion

At the beginning of each video I review, I start by allocating the highest possible score. Every video is presumed to be excellent until proven otherwise. The reason why you create a video is to persuade potential clients to call you. Ask yourself whether you would call this attorney based on this video.

The video lost 5 points for not being an informative video. This was a wasted opportunity. He lost points for not even narrating the photos, which would have been a little more interesting than the captions and cartoonish music. He gained one point because the soundtrack made me nostalgic for TV shows I used to watch when I was a kid. The bottom line: A disappointing 55 seconds of my life that I will never get back again.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This is more of a commercial for a TV show than a law firm. Too gimmicky. Lose the music."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "The B-movie musical score and stock cop photos made me think I was watching a reprise of "Police Squad." I kept expecting Leslie Nielsen to show up as Lt. Frank Drebin."

TechnoLawyer publisher and online video producer Neil Squillante says: "I kept expecting Erik Estrada to pull me over and try to sell me some real estate in a swamp. Next!"

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: 0
1 = Lowest Possible Score; 5 = Highest Possible Score

The Worst Law Firm Video Ever? Maybe.

You should watch this video by Greenberg & Rudman to see exactly what you should not do as an attorney trying to market yourself using online video. This "video" consists of nothing more than a photo of an advertisement for the firm.

The three photos in the ad show damaged and destroyed cars, which as a potential client looking for an attorney online, would not give me a warm and fuzzy feeling.

There is no voice, no people. Nothing. In my book, this "video" gets a big fat zero. I cannot imagine any potential client choosing to call this law firm based on this "video."

Video Techniques

Lighting: There is none. It's simply a photo without any motion or animation.

Sound: It's certainly loud enough.

Set: None.

Music: It sounds like the soundtrack of Star Wars. The music at times seems ominous and threatening. The soundtrack belongs in the movie theater, not in a law firm marketing video. I'm not sure what the person who created the video was thinking.

Length: 1:02 minutes. Five seconds of watching this video is too long. Next!

Script: None that I can see.

Performance: None. Your time will be better spent looking at this ad in the yellow pages.

Sidebar: The highlight. Strangely enough, the law firm has a good Web site and even a Justia-powered blog. Perhaps this video was created by a rogue employee.

Conclusion

This video lost all points for not having any video in its video, and failing to explain to any viewer why a client should retain the firm.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This is just a paper ad with dramatic music in the background, which fades to black very quickly. It does nothing to entice clients."

TechnoLawyer Publisher and online video producer Neil J. Squillante says: "Lame. Beyond lame. Way beyond lame. Did I say it was lame?"

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.

Watch the Video

TechnoScore: 4.0
1 = Lowest Possible Score; 5 = Highest Possible Score

The Opening Reversal Gets This Video Off to a Good Start

This video by The Dolan Law Firm immediately commands your attention because the client makes no bones that she does not like lawyers. This unexpected statement makes for an unusually refreshing client testimonial. Her attitude changes once she starts describing how Chris Dolan, her San Francisco-based accident lawyer, was able to help her in a car v. motorcycle case. She looks at the camera straight-on, and even goes so far to say that she never imagined that she would ever become friends with a lawyer.

So far so good. As a potential client searching for an attorney online, I would then expect to see her attorney on camera, either in a split screen or immediately following her comments to discuss the challenges and outcome of her case. Such an appearances would bolster his credibility.

But Chris Dolan does not appear in the video — a head scratcher.

In that same department, why does a law firm that spends so much time and effort to produce a quality testimonial allow the videographer to advertise itself extensively before the video starts and after the video finishes? Giving free advertising to the videographer distracts the viewer from your message. Tell the videographer to take a hike. If the videographer offers you a discount, list its Web address in the sidebar text, not in the video.

Video Techniques

Lighting: Fair. There's an annoying glare from a light that's reflected off a plaque on the wall. There's also spotlight glare from the client's eyeglasses. Any experienced videographer should test for glare or reflections from the lighting. It's easily fixed by moving the lights or the camera.

Sound: Good. No issues here.

Set: A homey brick-walled background with a floor lamp. The client wears dark muted colors. A straight-on camera angle means the client speaks directly to the viewer.

Music: None.

Length: 52 seconds. Short and to the point.

Script: Scripted or at least brainstormed and rehearsed and it shows. Would you give an opening argument without rehearsing it first?

Performance: The client appears relaxed, down-to-earth, and credible. She seems real.

Sidebar: Good accompanying copy in the sidebar. No spelling errors and the firm includes its contact information and Web address.

Conclusion

This video lost one full point from its TechnoScore for the glare in the lights, not following through on a good idea (appearance by the lawyer to discuss the case), and allowing the videographer to share the spotlight.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Client testimonials are nice, but do not make for interesting advertising. I nearly fell asleep halfway into it."

TechnoLawyer Publisher and online video producer Neil J. Squillante says: "A good example of how video can bring a testimonial to life in a way text cannot."

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: 4.0
1 = Lowest Possible Score; 5 = Highest Possible Score

This video by Laura Margulies & Associates wins points for a large, bold billboard-like sign with the law firm name, toll-free number and address as a prelude to the video. Margulies' name and specialty is prominent in the video, thus scoring more points. The music is soothing.

Attorney Laura Margulies gets right to the point saying "When my clients come see me, they're in financial distress." Potential clients will immediately relate to her, and recognize she has the confidence and experience to help them. She empathizes with her clients facing foreclosure. She teases viewers that if they come to her, she will give them the secret to stop creditors from calling — an effective technique.

However, after an award-winning intro, Attorney Margulies starts talking about herself and how she has an aggressive reputation. She manages to do this with a smile, calming voice and pleasant background music. Frankly, any time an attorney talks about their talent (even if true), it's an immediate turn off. No one likes exposition whether it's in a Hollywood movie or YouTube ad.

Educating a potential consumer is a much better approach than talking about yourself. The better option would be to have a client, a colleague, or an adversary heaping praise about you in your video. Unless you have accomplished a precedent-setting feat, it's better to have someone else toot your horn.

Video Techniques

Lighting: Good. Background is dark blue and contrasts with Laura Margulies' well-lit face.

Sound: Good. No problem.

Set: Set: Attorney's office with a clock on the lower left corner and a few scattered law books on the lower right corner. Nothing too distracting. The lawyer is slightly angled away from the camera in an interview style, which works well when there is an extreme close up. She also wins points by transitioning to a some B-roll footage of her meeting a faceless client in a conference room.

Makeup: A bit overdone given the direct lighting on her face.

Music: Excellent choice of music for this type of attorney and the bankruptcy issues that surround her clients. Very calming.

Length: 1:20 minutes. Not overly long, but it could have been tighter without the self-praise and back patting after the introduction.

Script: Very well rehearsed. You can't tell it's scripted. She appears natural.

Performance: Excellent. This attorney hits the nail on the head by giving the viewer the appearance of being in command and knowing what to do to calm the client and ease their fears. A viewer will appreciate her confidence.

Sidebar: Short and right to the point. No spelling errors. The video was created by Findlaw.

Conclusion

This video earned a full 5 points within the first few moments of the video. However, self-lauding was a drawback and immediately lost one full point. Remove that, and you've got a top-notch lawyer video.

The Back Bench

TechnoLawyer Publisher and online video producer Neil J. Squillante says: "A few of her smirks seem out of place given the subject matter, but on the whole it's much better than most online law firm videos."

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.

In A View from the Gallery, the classic television space opera Babylon 5 took a left turn and shifted the point of view to a couple of maintenance workers. It was a refreshing change of pace.

In Role of a Paralegal, Shapiro, Cooper Lewis & Appleton, a personal injury law firm in Virginia, uses the same device, showcasing two of its paralegals.

Shapiro, Cooper Lewis & Appleton has embraced videos to an extent few others have. For example, the principal partners each have a video bio on the firm's site.

Nonetheless, I found Role of a Paralegal disappointing. The concept is excellent. I think it's helpful for prospective clients to understand how a law firm works and the roles of those who work there.

The problem with this video lies in the script and production. Jackie and Roslyn, the two paralegals featured, provide a lot of helpful details about what they do, but their script meanders. It needs some editing to make it tighter.

The soundtrack needs some cleaning up (or the firm needs better microphones). Also, the b-roll that shows someone (Roslyn?) working in her office while Jackie is speaking practically defines the idiom "too little too late."

Shapiro, Cooper Lewis & Appleton has an excellent concept here. With a better script and better production values, it will have a first-rate video.

About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.

Houston-based The Krist Law Firm uploaded a video last Thursday entitled Texas Helicopter Crash Lawyer Testimonial.

Although it could use some polish, this video serves as an excellent example of how law firms can and should use YouTube.

With a running time of 1:22, it's short but luxurious compared to the typical 30 second TV spot. The Krist Law Firm uses the additional length wisely.

The first 45 seconds features client Myra Vasquez discussing the helicopter crash that took her husband's life. In the last 37 seconds, partner Scott Krist describes the outcome of the ensuing wrongful death case, including the nondisclosure of some key evidence by the defendant.

Although filmed in high-definition, the camera work and lighting could stand some improvement, and I would like to see a title at the end with the law firm's name, telephone number, and Web site, but these are small quibbles. No, it's not Michael Clayton, but it's effective marketing.

About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.

Recently, our popular eBook, BlawgWorld 2007 with TechnoLawyer Problem/Solution Guide, surpassed 30,000 downloads.

To commemorate this milestone, we created the short video above. In less than 2 minutes, the video features 14 of the bloggers who contributed to the eBook as well as many other legal industry insiders. Watch the video to see if you can identify everyone (including yourself perhaps).

Download Your Free Copy of the eBook

BlawgWorld 2007 with TechnoLawyer Problem/Solution Guide is a free PDF eBook.

The first half of the eBook, BlawgWorld 2007, showcases the best essays from 77 of the most respected legal blogs (blawgs). The second half, TechnoLawyer Problem/Solution Guide, provides solutions to 185 common problems encountered by law firms and legal departments.

More than 34,000 legal professionals have already downloaded the eBook. Please download your free copy now.

Today we bring you a clash of two personal injury firms.

McDivitt Law Firm: A Groundbreaking YouTube Video ...

McDivitt Law Firm handles personal injury cases in Colorado. A few hours ago, the law firm uploaded a video to YouTube that represents a breakthrough despite its flaws.

The video portrays the firm as a father-son (Mike and David) operation with Mom managing the business. Mike plays the role of the tough lawyer who has seen it all while David shows a softer, more compassionate side (as does his Mom). You can tell that they all rehearsed prior to filming. Preparation makes such a difference.

The camera moves in an unconventional manner with some frames purposely missing or sped up, which gives the video a reality TV show feel but does not detract from the message. In the end, the McDivitts make their point — they understand what you're going through and will fight for you.

I do have two quibbles. First, the description needs a link to the firm's site.

Second, Mike wears a frumpy-looking suit without a tie while his son David dresses casually. To better showcase the theme about the firm having both a hard and soft edge, Mike should have dressed in a power suit and tie. I think people like seeing their lawyers dressed well.

Reibman & Weiner: (A Lot More of) the Same Old, Same Old ...

Reibman & Weiner, a personal injury firm in New York, certainly seems to have done its research — to its detriment. Its YouTube video uses one cliche after the next, almost like an homage to all those late night TV commercials for legal services ("Have you been injured?" — yes, that line is in the video).

I will give Reibman & Weiner points for taking advantage of YouTube's longer format to delve deeper into the (well-worn) playbook than you would see on TV.

And The Winner Is ...

McDivitt Law Firm easily wins today's battle of the law firm videos. Bring on the sequel!

About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.

Once again it's time for Battle of the Law Firm Videos. This time we'll channel the WWE and pit no fewer than four law firms against one another. (No hitting below the briefcase, gentlemen.)

The Big Levowski ...

We begin with Even M. Levow, a New Jersey lawyer who specializes in DWI cases. In his video, State vs. Chun: The Biggest Case in New Jersey DWI History (video no longer available, possibly because of this review), Levow discusses his involvement in the Chun case, which challenged the use of the Draeger Alcotest, a computerized replacement for the traditional breathalyzer.

Levow claims that his experience in the Chun case enables him to better defend you should you find yourself on the receiving end of that test. I believe him, but Levow doesn't explain what happened in the Chun case.

A Google search shows that one month before Levow posted his video, the New Jersey Supreme Court held that the state police could use the Draeger Alcotest, but it imposed a number of requirements.

Perhaps Levow felt that this mixed decision was too complex for his YouTube video, but he talks up the Chun case to such an extent you can't help but wonder about its outcome.

Aside from death and taxes, the other certainty in life is that lawyers get paid to spin facts to suit the circumstances. And Levow is a lawyer. Levow should have simply noted that he helped impose certain requirements on the Draeger Alcotest, and that if the police don't follow these procedures you might walk. And just like that he could have explained the outcome of the Chun case.

Enough about the substance. Let's get to the mechanics. The video is well-produced. It shows Levow with a courthouse as a backdrop and his firm's phone number and Web address below. Levow clearly rehearsed. He handles himself well in front of the camera. At 1:52, the video might be a little long, but that's a minor quibble given Levow's good stage presence.

Regarding the accompanying copy, Levow lists his contact information, but because he fails to use the http prefix with his URL, the firm's Web address is not a live link. Also, the copy consists of one big paragraph — and it's poorly written — clearly not the work of a professional copywriter.

Is This a Legal Video or an Aaron Spelling Production?

When you play Michael H. Silvers' video, Los Angeles Personal Injury and Car Accident Attorney, you might think you got Dan Tana-rolled.

This clever video features a slide show of bus, car, motorcycle, truck, and train wrecks while a funky soundtrack plays. Thanks to the photos and accompanying titles, we learn that Silvers handles just about every imaginable vehicular accident without any exposition by Silvers himself. Yes, he practices in LA. Did you have to ask?

Unfortunately, Silvers forgets the golden rule of Hollywood — don't screw up the ending. The video ends with a blurry photo of Silvers staring into the camera with a bookcase behind him. Given the slick nature of this video, Silvers should have used an action shot of himself — perhaps walking up the courthouse steps or maybe examining the scene of an accident.

The accompanying copy reads like a cheap classified ad, which is a shame given the creativity that clearly went into the video. Silvers does link to his firm's Web site.

CHiPs, Esq. ...

John Gomez of the Gomez Law Firm has a potential winner in his video, San Diego Auto Accident Attorney, but it needs some editing.

Gomez, who looks a bit like Erik Estrada, makes a number of good points. For example, he tells viewers not to immediately accept blame for car accidents as he runs through a list of variables such as the sobriety of the other driver, road conditions, misplaced or missing road signs, etc.

Also, the video makes excellent use of graphics, including a split screen effect for bullet points and a title below Gomez that wouldn't look out of place on a CNN broadcast.

But at 3:18, the video is too long. Gomez doesn't have the screen presence to pull off such a long monologue. Worst of all, the opening title promotes the agency that created the video. Would BMW allow its ad agency to promote itself at the beginning of its advertisements? No, and neither should any law firm.

The accompanying copy is short and sweet, but it contains a typo (it uses "than" instead of "then"). Also, Gomez does not list his firm's contact information or Web address.

Ishtar, the Sequel ...

Steve Meshbesher of Meshbesher & Associates in his video of the same name has a lot of experience and good information to pass along, but he cannot make a convincing case thanks to poor production values. He sounds like he's in a cave. You can hear traffic outside his office. The camera faces his sun-filled office windows, resulting in a washed-out picture.

As for the script, it sounds extemporaneous, which is fine if you're Robin Williams. Steve is not. If he wrote the script, he didn't rehearse it enough.

Unfortunately, the accompanying copy is also a letdown. It contains a typo ("Meshbesher & Associates should be the Law Firm of you choose"). Who wrote this copy? Who proofread this copy? A 20-page brief will always contain a typo or two. But a typo is inexcusable in a 40-word blurb.

And the Winner Is ...

No one wants law firms to benefit from online videos more than I do. This explains my tough love in these ongoing reviews. Law firms should not create videos on their own nor should they hire posers who have clearly run up against the Peter Principle. Conduct due diligence and hire a true professional who will tell you to edit your script, rehearse, etc.

Michael H. Silvers is the winner today. His simple, slick video gets the job done better than the others. Just change that photo at the end and re-upload.

About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.