TopLaw: YouLaw

SmallLaw: YouLaw: When the Maytag Repairman Won't Help You

By Gerry Oginski | Monday, August 16, 2010

Originally published on August 9, 2010 in our free SmallLaw newsletter.

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

Real estate attorney Hugh Fitzpatrick of New England Title & Escrow Services caught my eye with this video that stands out from the beginning. The initial opening scene looks as if he's standing at a podium in a CLE lecture. The background makes it seems like his firm has many media events.

Once the video starts to play, I realize that what appears to be a podium is just a lower third graphic. I like that this attorney looks straight at the camera and answers a specific question that people have regarding a real estate closing. Admittedly, Fitzpatrick is not as seamless and polished as he could be. Although he is wearing a suit and tie, his collar is open and his tie is pulled open a little as well.

I like how he appears to be answering the question off-the-cuff and giving an answer as if someone is sitting across the table from him asking him a question about warranties on appliances at the time of closing.

There is some unobtrusive background music during this 1:44 video but you don't recognize it till you pay attention to it.

I like the tone and feel of this attorney video. It seems totally natural. It's not overly polished and slick, and answers a specific question that many people have on their minds when buying a house.

The video zooms in at times moved around a little as well. This technique has been used often on reality-based TV shows and again gives a different feel than simply a traditional video.

Tip #1: Your Video Technique Should Not Distract From the Message

I like that Fitzpatrick's video zooms in and move around a little bit without appearing shaky. It provides a feel that many lawyer videos don't have. It is apparent that someone else is shooting this video. Many lawyers who create their own videos do not have someone to shoot it for them and create this effect.

If you want to use "outside-the-box" techniques in your video, make sure that your technique does not detract from your educational message. Your goal is to make your video technique as seamless and invisible as possible. You don't want anyone focusing on your audio, lighting, or special effects while trying to listen to your content.

Tip #2: Ask a Question, Then Give an Answer

Most lawyers and video production companies don't know about this tip. Viewers watch your video to get an answer to their pressing problem. If you ask a question on their mind, and then give them a generic answer who do you think is more likely to get that call asking for more information? You or a lawyer with a static Web site with very little useful information?

Tip #3: Think Different

Kudos to Fitzpatrick for differentiating himself from most lawyers. His video immediately stands out because he does not have the same type of background that most other lawyer videos have. Forget the patriotic scenes in your background, the flying flag, the courthouse steps, the Roman columns or even a gavel. People are tired of seeing the same cliched images in lawyer videos.

When creating educational video to market yourself online, you have a number of hurdles that you must overcome:

Visibility: Prospects finding your video when searching for a lawyer with your expertise.

Promotional Copy: Once your video is on the list among many other videos that a consumer can choose from, there must be something compelling in that little snippet of information that will persuade prospects to click on your video as opposed to those of your competitors.

Content: If a prospect clicks your video, it must have compelling enough content so that they'll watch it in its entirety.

Most lawyers who create video online today have no difficulty pressing the record button and talking. The question I often receive is "Why doesn't my video generate any business?" After years of learning what works with lawyer videos and what doesn't, I can report that differentiation is just the first of many steps to persuading people to pick up the phone and call you.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Not a bad beginning. But the middle needs work! Not only is his head cut off, he takes too long to explain a very simple concept. As in, should I just leave the appliances in the home? Yes or no? 30 seconds is good. 1 minute 45 seconds no good."

TechnoLawyer publisher and online video producer Neil Squillante says: "Hugh Fitzpatrick offers solid advice to prospective homeowners regarding appliances included in the purchase. I could criticize his loose tie and his rambling at times, but I'll cut him some slack."

Written by Gerry Oginski of The Lawyers' Video Studio.

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Topics: Law Firm Marketing/Publications/Web Sites | SmallLaw | Videos | YouLaw

SmallLaw: YouLaw: How Your Law Firm Marketing Videos Can Bat 1.000

By Gerry Oginski | Monday, August 2, 2010

Originally published on July 26, 2009 in our free SmallLaw newsletter.

Watch the Video

TechnoScore: 2.5
1 = Lowest Possible Score; 5 = Highest Possible Score
Fast talking Social Security disability lawyer Lee Coleman of Hughes & Coleman tries to set himself apart from other lawyers by discussing win/loss percentages — namely, that such records are meaningless since some law firms only accept easy cases. Coleman compares a lawyer's statistics to those of baseball players. I'm not sure how a consumer would benefit from this analogy.

This video is lengthy for this type of comparison. The sidebar description is sorely lacking, and doesn't give a viewer any way to get in touch with Coleman.

From a technical standpoint, the audio could be improved. Coleman is sitting in a very pretty looking office, with a gold framed painting and a visually pleasing lamp. However, I cannot understand why the lamp is not turned on since that would create a nice lighting effect. With the light off, the entire right side in the corner appears dark.

I suspect Coleman is shooting this video himself since he is not framed correctly. There is a tremendous amount of space above his head. He should have lowered the angle of the video camera on the tripod. When shooting video on your own, it's always a challenge to make sure that you are properly framed. You should create test videos.

Tip #1: Ask This Question Before Pressing Record

Before creating an attorney video, ask yourself "Will someone benefit from the information you are about to provide?" If you can't answer the question, don't create the video.

Coleman states that evaluating an attorney's wins is meaningless unless you know what types of cases he accepts and rejects. Okay, I get it. But it should take no more than 30 seconds. Coleman makes one good point — he can't win every case. "That's what happens when you go up against a major league pitcher."

Tip #2: Skip the Fancy Graphics

The graphics in Coleman's video tend to be visually over-the-top — they fly in and out every time he changes topics. Also, they are so wordy that they take up half of the frame and obscure Coleman. Skip the flashy graphics. Creating a video with too much polish can make you seem less approachable.

Tip #3: Differentiate Yourself Without Referencing Your Competitors

It's okay to be different. But don't disparage other law firms. It not only makes you look immature, but may expose you to a defamation claim as well.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Lee Coleman does an excellent job explaining statistics. He has a frank and forthright style — I like him. However, what exactly does his firm do? He needs to explain more. The video itself is pretty good — I would opt for a different background and maybe more interesting effects — but otherwise, it's good. My motto is short and sweet. This one seems to lack on those two points."

TechnoLawyer publisher and online video producer Neil Squillante says: "I like Lee Coleman's message about how his firm accepts tough social security cases, but it takes him too long to make his point. Also, I like analogies, but I'm not sure the baseball analogy works here. In fact, I don't think you need an analogy for his relatively simple pitch (no pun intended)."

Written by Gerry Oginski of The Lawyers' Video Studio.

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Topics: Law Firm Marketing/Publications/Web Sites | SmallLaw | Videos | YouLaw

SmallLaw: YouLaw: Lawyer Video Is All Washed Up

By Gerry Oginski | Monday, July 5, 2010

Originally published on June 28, 2010 in our free SmallLaw newsletter.

Watch the Video

TechnoScore: 0.0
1 = Lowest Possible Score; 5 = Highest Possible Score

I like the beach. I like walking the beach and building sand castles with my kids. I love the views of the water and the wildlife. Maryland criminal defense attorney John Katz uses the beach in this video as his background. He stands close to his camera talking about something, but I can't hear anything. I have to glance up at the title of the video to learn what he's talking about — something about persuasion.

I glance at the video length, 6:25 minutes, and groan. I press play hoping to hear something useful and educational and all I get is his lips moving, barely a whisper of audio, and then tons of ambient ocean and beach noise.

I then expand the description box below the video to learn what the video is about since I can't figure it out from the video. He analogizes criminal defense to war and being fearless. Okay, I get that. What I don't get is the point he's trying to make with a lengthy six and a half minute video.

To be honest, I couldn't listen to much of the video since the sound was just awful, so I have no idea whether the points he makes will help his ideal client recognize that he's the right lawyer for them.

Video Tip #1: Shooting Video Outdoors Is a Challenge

Most amateur videographers believe they can re-create great video and audio outdoors by simply taking their video camera to a nice looking location and pressing the record button. Wrong. One of the biggest problems with shooting video at the beach is wind. If you are using your built-in microphone to record your audio, you've made a mistake from which your video will never recover.

There's no way to protect your camera from the wind hitting your built in microphone. What you get is noise — lots of it.

Video Tip #2: Put a Sock on It

You need a wireless microphone. At the very least, you need a wired microphone to record your audio. Buy a wind sock for your microphone. If you've ever seen a professional boom microphone used outdoors you will see something that looks like cat fur on the microphone itself. That's known as a wind sock. I does an incredible job of cutting down the wind noise when shooting outdoors in a windy location.

Even if you choose not to put a sock on it, you still need a windscreen, which you can purchase at any audio/video or music store.

Video Tip #3: Identify Yourself

I had no idea who I was listening to. There's no graphic identifying the lawyer. He doesn't introduce himself. Rather, it's as if we're listening to his stream of thought while hanging out at the beach.

Video Tip #4: Watch Your Video Before Uploading

With the prevalence of small and simple video cameras, lawyers use their Flip, Sony Webbie and Kodak Zi8 and smartphone video cameras to directly upload their comments and thoughts right to YouTube. The problem is that they don't bother to edit the video or even to watch their video before uploading. Even you try to watch it on your tiny video screen, you can't always judge the quality.

That's why you should never directly upload online. Always pull your video into your video editor to see how it sounds in the quiet of your home or office.

Conclusion

This video earns a TechnoScore of zero because I couldn't hear anything except the wind. Next time, put a sock on your microphone, or better yet, shoot your video in a wind-protected area so viewers can actually hear what you have to say. Finally, if you're going to create a 6:25 minute video, make sure you have great content that your viewers definitely want to learn about.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "I have no idea who he is or what he does. Why? Because I cannot hear him! Someone needs to dunk him in that ocean — what a horrible idea it is to do a marketing video while competing with the wind."

TechnoLawyer publisher and online video producer Neil Squillante says: "Nice beach, lousy video. I can't hear the lawyer. Did he watch this video before uploading it to YouTube?"

Written by Gerry Oginski of The Lawyers' Video Studio.

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Topics: Law Firm Marketing/Publications/Web Sites | SmallLaw | Videos | YouLaw

SmallLaw: YouLaw: The Risks of Using a TelePrompTer in Your Law Firm Video

By Gerry Oginski | Monday, June 21, 2010

Originally published on June 14, 2009 in our free SmallLaw newsletter.

Watch the Video

TechnoScore: 2.5
1 = Lowest Possible Score; 5 = Highest Possible Score
Today's video review focuses on Fort Lauderdale attorney Teisha Powell whose firm handles foreclosure and loan modification cases. The opening scene shows a well-dressed woman standing in front of a magnificent bookcase in some type of library. She introduces herself and gets right to the heart of her talk: You're facing foreclosure and need help. Unfortunately, her video earns a TechnoScore of just 2.5 for the reasons discussed below.

1. Choose Your Background Wisely

Teisha's video production company did a great job of creating this video in high definition — it's crystal clear. The background looks stunning. It gives a warm, rich feel to a video that might otherwise have been harsh and typical of an attorney video. I believe that it's an extremely well done green screen image. You'll notice at various points in the video the image zooms in, and then zooms out again — a computer editing giveaway. Teisha also chose her clothes wisely — they look crisp and professional.

It's too bad more attorneys don't use different backgrounds to set themselves apart from the crowd. This one simple change may help a viewer choose to click on your video when looking at a page filled with 15 other videos. Teisha earns high marks here.

2. Skip the TelePrompTer and Talk Naturally

If you watch Teisha's eyes and face, you can see that she is reading from a TelePrompTer. Her voice sounds stilted and unnatural. I know that many video producers want to create a script for the lawyer to follow. However, using a script and TelePrompTer can produce terrible results.

When a client comes into your office and sits across the table from you and asks you questions about their legal problem, do you say "Wait a second I have to run to my cabinet to pull out my script so I can answer your question?" Of course not. You know the answer to the question and you immediately respond in an easy-going conversational tone. Could you imagine what your potential client would think if you responded to their questions in a robotic and stilted fashion?

It is difficult to express confidence and knowledge about your area of the law while reading from a TelePrompTer, even if you practice many times. This video could have been significantly improved if the producer simply pretended to be a potential client and asked Teisha how she could help her if she's in foreclosure. Her response would have been natural, more relaxed, and easier to watch.

Incidentally, most video sharing sites cannot index the words you say in your video. That's why the sidebar description is so important for search engine optimization. However, YouTube now uses speech recognition to create closed captioning text, which will only get better. But for the time being, the sidebar remains critical. Teisha's sidebar contains a typo — "principle" should be "principal" — an important term in foreclosure law.

3. Create a Compelling Reason for Your Viewer to Call You

Attorney Powel's presentation is so formal and filled with "We may get..." and "We might be able to help you..." that I'm unclear what real information she provides to a potential client. While she talks, bullet points appear on the right side of the screen — a useful way to emphasize your talking points. However, as in the sidebar, she misspells "principal."

What is the purpose of creating an attorney video? To get a Web site viewer to pick up the phone and call you. If your video is filled with only vague possibilities and unknowns, why would a viewer want to call you for more information?

Instead, use your video to explain the process of how foreclosure works. Give a viewer information that they did not know before they clicked on your video. Demonstrate that you have information that they need to know, and the way to obtain the rest of that information is to call. Stop talking about generalities. Instead, give them a reason to pick up the phone and call you.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "SLOW video. She may be a fabulous attorney, but in front of a camera, Ms. Powell speaks with hesitation and appears to stumble over her words, even while reading a TelePrompTer. Her ill-at-ease behavior in front of the camera does little to convince potential clients that she is adept in the courtroom. In a fast-paced industry such as real estate, I would be extremely hesitant to hire someone who comes across as timid as she does. The video quality itself is poor. The law library background is trite and overused, and the music is better used as a lullaby. I give this flunking video a 1 (for effort)!"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "I thought this was well done all around. Well photographed and edited, with nice use of cutaways. A clear and direct script. Effective use of graphics to underscore key points and provide contact information. And Attorney Powell came across as clear, direct, and concerned. I'd give it a 5."

TechnoLawyer publisher and online video producer Neil Squillante says: "I like Teisha's use of the second person throughout the video, and I like the production values, but the video runs too long. If Teisha either edits it down to one minute or makes it more informative by discussing the foreclosure process in greater detail she'll have a winner."

Written by Gerry Oginski of The Lawyers' Video Studio.

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Topics: Law Firm Marketing/Publications/Web Sites | SmallLaw | Videos | YouLaw

SmallLaw: YouLaw: Your Video Has Been Deported

By Gerry Oginski | Monday, May 10, 2010

Originally published on May 3, 2009 in our free SmallLaw newsletter.

Watch the Video

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

California immigration attorney Brian D. Lerner has good information in his video. However, the poor quality of his video overshadows this information.

It appears he's using a Webcam. The video quality is poor. The pixelation is high. The lighting is extremely dim. The background is even worse. The positioning of the camera places the top of the attorney's head somewhere in the bottom half of the frame, leaving tons of free open space in the top half of the video frame.

Lerner sits in a reclining executive chair which is a major drawback when creating video. You'll notice him bobbing back and forth while he talks. Always use a straight fixed-back chair. I could not tell whether he used a built-in microphone on his Webcam or computer, but the audio is sorely lacking.

Each law firm video I review starts out with a full five points. What happens after that is up to the video. Here is how Lerner lost all his points: Poor audio, -1. Poor video, -1. Poor lighting, -1. Poor positioning of the camera and bobbing chair, -1.

Tip #1: Prospects Will Not Watch Webcam Video

When YouTube started posting high definition video, many other video sharing sites followed suit. As a result, the the bar for creating online videos has risen.

If you create videos using your Webcam, no one will ever watch them. Using your Webcam to create attorney video is simply not a good idea. HD cameras are relatively inexpensive and easy to use. Even pocket cameras (which I do not recommend) like the Flip, Sony Webbie, or Kodak Zi8 are markedly superior to any Webcam.

Importantly, if you're going to create your own videos you must learn everything possible about video technique, lighting and audio. If you're not willing to spend the time and effort to learn everything you can about how to improve the quality of your video, and importantly what content to put in it, skip the do-it-yourself part and go straight to a video production company with a track record in the legal market.

Tip #2: Content Is King, Including Video

When lawyers first started creating Web sites, they didn't realize the importance of publishing educational content. That's what search engines like to index. Today, social media is all the rage. Facebook, LinkedIn, and Twitter have emerged as publishing platforms to use in conjunction with your Web site. But content remains king. And the next big thing in content is video because it's becoming increasingly searchable.

For example, YouTube recently started using closed captioning, and now uses voice recognition to turn speech into text for newly uploaded videos. I had a chance to try it out with this video and some other videos. It's pretty cool to see it in action. If you hum and haw during a video, the text translation doesn't know what to make of it and gives you gobbledygook.

Tip #3: Create An Ongoing Series of Videos

It's important to create not just one or two videos, but an ongoing series. Doing so will help boost your search engine visibility and increase the chances that someone will find one of your videos. To his credit, Brian Lerner has created multiple videos. Of course, he should scrap and recreate them using better equipment.

Till next time, see you on video.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This is a horrible video! Bad sound quality. Bad picture quality. I think my BlackBerry takes better videos. In addition, the guy is off-center the whole time and the lighting is non-existent. I would never hire this guy — he cares so little about the quality of himself — why would he care anymore about the quality of the work he does for you?"

TechnoLawyer publisher and online video producer Neil Squillante says: "Brian Lerner should save the amateur hour videos for Chatroulette. Get a better camera and turn on a light or three."

Written by Gerry Oginski of The Lawyers' Video Studio.

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Topics: Law Firm Marketing/Publications/Web Sites | SmallLaw | Videos | YouLaw

YouLaw: Objection! Slide Shows Don't Power Your Points Like Video

By Gerry Oginski | Monday, March 22, 2010

Watch the Video

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

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

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

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

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

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

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

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

Here's how to make this slide show better:

Tip #1: Talk About Only One Practice Area

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

Tip #2: Skip the Slide Show

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

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

Tip #3: Skip the Transcript

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

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

Till next time, see you on video.

The Back Bench

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

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

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

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

About YouLaw
YouTube offers law firms a free advertising platform with tens of millions of potential clients. But a poor video can hurt more than help. In this column, lawyer and online video expert Gerry Oginski reviews and rates the latest law firm videos. A panel of fellow experts (The Back Bench) add to Gerry's reviews with pithy remarks. We link to each new YouLaw column and all other noteworthy law firm marketing articles in our weekly BlawgWorld newsletter, which is free. Please subscribe now.

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 230 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

Contact Gerry:
T: (516) 487-8207
E: lawmed10@yahoo.com

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Topics: Law Firm Marketing/Publications/Web Sites | Videos | YouLaw

YouLaw: Drunk Dial Rob McKinney When You Get Pulled Over

By Gerry Oginski | Monday, March 8, 2010

Watch the Video

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

In today's YouLaw, we look at Tennessee trial lawyer Rob McKinney who gives viewers an overview of what they need to ask when looking for the best DUI attorney. The video is 3:25 long, and at times appears drawn out. However, Attorney McKinney offers great content for viewer trying to figure out who they should hire. Experience is the obvious first answer. He talks about how important it is for the attorney to have a mastery in the science of a field sobriety test, the breath test, and the blood alcohol test.

He points out, almost as if it's a struggle to list these items, that an attorney must have the training needed to understand the field sobriety test. He then goes on to describe the various tests a police officer uses to evaluate a DUI suspect. He recommends asking prospective lawyers about how much coursework they have taken in this area. He then tells you that if they haven't taken those classes to instead show you their manual that describes the procedures police officers use to evaluate a DUI suspect.

I give him five points for useful video content. I like the placement of his Web site address and phone number that appears constantly throughout the video as a lower-third graphic at the bottom of the video screen. I personally am not thrilled with his choice of backgrounds -- a plant sitting on a shelf. Nor does the background color complement the attorney.

He has a strong harsh light that appears on the left side of his face. I assume there is also some type of light directly in front of him, although I can't be certain. Sound quality is fine. His chair seems to be offset to the right side rather than placed center, but again this is a personal preference. I like that he looks directly into the camera, and it is clearly evident that he has experience handling these DUI cases. He's knowledgeable but seems tired.

I deduct one full point for these production issues.

Tip #1: Speed It Up

To improve this video I would have edited out a minute of content to cut it down to about 2.5 minutes in length. Also, I find that viewers process more information when an attorney talks a little bit faster. A tighter more concise video tends to hold the viewer's attention longer.

Tip #2: The Sidebar Is Your Friend

You've got to put relevant information in the YouTube sidebar for your video to get properly indexed for searches (search engine optimization). Attorney McKinney included everything needed except the town and state in which he practices.

Tip #3: Smile — It Makes a Big Difference

Countless studies show how consumers and customers react to different photographs when they walk into a store. There's a tremendous difference between walking into a brightly lit store with music pounding in the background compared to a sedate store. When the person helping you has a dour look, your mood changes appreciably and may alter your buying experience.

Don't create a reason for prospective clients to stop watching your video. Make the extra effort to smile at the appropriate times such as when you introduce yourself and when you thank viewers for watching your video. Don't be so serious all the time. Show that you are human and that you have a range of emotions to which potential clients can relate. People do business with people they like. They don't do business with faceless corporations or law firms that hide behind corporate logos. Humanize yourself just as you would with any client you represent.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Very informative, but very boring. I would make use of exhibits. A talking head only gets you about 10 seconds of attention and then I forget his face and name. Otherwise, not so bad."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "I suspect this video was scripted by the Department of Redundancy Department. It is too long and Mr. McKinney repeatedly repeats himself. In addition to a good script doctor, the video could use some variety in its visuals. Between the length and the static camera angle, this is painful to sit through."

TechnoLawyer publisher and online video producer Neil Squillante says: "Rob McKinney offers helpful information on how to select a lawyer for a DUI case, but he could have done it in half the time, plus he fails to close the deal by promoting his firm and suggesting that viewers contact him."

Contact Gerry:
T: (516) 487-8207
E: lawmed10@yahoo.com

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Topics: Law Firm Marketing/Publications/Web Sites | YouLaw

YouLaw: Behind the Scenes With Miami Nice

By Gerry Oginski | Monday, February 22, 2010

Watch the Video

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

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

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

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

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

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

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

Tip #2: Be Different

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

Tip #3: Be Informal

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

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

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

Till next time, see you on video!

The Back Bench

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

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

Contact Gerry:
T: (516) 487-8207
E: lawmed10@yahoo.com

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Topics: Law Firm Marketing/Publications/Web Sites | Videos | YouLaw

YouLaw: Texas Criminal Defense Lawyer Spins a Good Yarn

By Gerry Oginski | Monday, February 8, 2010

Watch the Video

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

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

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

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

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

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

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

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

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

Tip #1: Tell a Story

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

Tip #2: Use Testimonials in Your Story

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

Tip #3: Avoid Special Effects

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

Till next time, see you on video!

The Back Bench

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

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

Contact Gerry:
T: (516) 487-8207
E: lawmed10@yahoo.com

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Topics: Law Firm Marketing/Publications/Web Sites | Videos | YouLaw

YouLaw: Truck Accident Reenactment Jumps the Shark

By Gerry Oginski | Monday, January 11, 2010

Watch the Video

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

Steve Gordon of Gordon and Elias, Arizona

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

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

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

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

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

Tip #1: Don't Drive Away Prospective Clients

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

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

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

Tip #2: Use Real Case Examples

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

Tip #3: Are You Providing Useful Information?

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

Till next time, see on video!

The Back Bench

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

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

Contact Gerry:
T: (516) 487-8207
E: lawmed10@yahoo.com

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Topics: Law Firm Marketing/Publications/Web Sites | Videos | YouLaw

TechnoLawyer: YouLaw