TechnoLawyer: YouLaw

Watch the Video

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

Michigan real estate attorney Timothy Klisz of the Klisz Law Office says "Hi," and introduces himself right away. That's good. His introductory graphics last 10 seconds — a bit too long for my attention span. He then starts giving very good information about foreclosure and different options that you, as a homeowner, should consider. Great tips and good use of video to educate a viewer. So far, he's got my five TechnoScore points.

During his discussion lasting 3:03, he uses PowerPoint-like bullet headings to emphasize his comments. Still good, but now I'm getting distracted by the graphics to the side of his bullet points. There's a vertical graphic of his Web site address to the left of the written comments he's talking about, but inexcusably, the font is pointed in a way that you'd have to turn your head 90 degrees to the left (counter-clockwise) to read it. There's also an animated graphic of his name to the left of that in big bold letters running vertically. This design is distracting and way too slick for my taste.

Okay, he lost half a point here, but he's still going strong with his informational message.

While Attorney Klisz is talking, every few seconds (I didn't count exactly, but it's often) a fly-in graphic displays his Web address and phone number. Each of the letters within the graphic rotate independently and in sequence. If that's not distracting enough, Klisz's 800 number also flies in underneath the Web site graphic. I lost Klisz's message while focusing on the over-the-top graphics, which cost this video a full point and a half.

What I think happened here is that an experienced attorney with a timely message got overshadowed by the extras the video company offered. Animated graphics may work well for CNN or even my favorite, The Daily Show, but they don't belong in an educational piece designed to persuade consumers facing foreclosure to call you.

Tip #1: Skip the Fancy Graphics

Tell your video producer not to spiff up your video with fancy graphics and slick-production tools. Am I being too nit-picky? I don't think so. My goal is to look at the video from the viewpoint of a consumer looking for an attorney. If I think the video is too slick, I may just go elsewhere for my legal needs.

Tip #2: Skip the Distractions

Ever wonder why many online sales pitches exist on special "landing pages" without sidebars, search buttons, ads, etc.? Just read the copy and fill out the form. It's the same reason that casinos are difficult to navigate once inside. They don't want you to leave. Nor do they want you to get distracted. Just pay your money and have a great day.

Your video should employ the same design philosophy without telegraphing it. Don't create distractions for your viewers. Don't give your viewers a reason to leave. Fancy graphics, moving backgrounds, sound effects, etc. may drive people away.

Tip #3: Improve Your Message

You've created an excellent message. You want to use bullet-points to emphasize your comments. You want different video angles (close-up and wide). Your background is pleasing and your lighting is just right. How to improve your message? Make your graphics static. Instead of having them fly in and out, create a single graphic incorporating your Web site name and phone number and leave it up, discreetly, during the entire video. Put it in a corner or at the bottom. This way, it's instantly visible at all times and not distracting at all. Stick to the basics and you've got the makings of a great attorney video. Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Pretty good video, except one major flaw: eye contact. He needs to look at the camera. I like how it described the three major crises in real estate; however, it needs to be more concise. Brevity is next to godliness in advertising!"

TechnoLawyer publisher and online video producer Neil Squillante says: "I finally learned something from a YouLaw video. Fortunately, I don't need Timothy Klisz's advice on how to handle a distressed mortgage, but plenty of people do. This informative and well-made video should generate new clients for Klisz Law Office."

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

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

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

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

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

Tip #1: Direct Your Client

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

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

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

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

"What set me apart from other lawyers?"

"How did I solve your legal problem?"

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

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

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

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

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

Tip #3: A Testimonial Formula

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

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

Conclusion

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

The Back Bench

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

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

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

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

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

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

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

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

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

Tip #2: Use a Lapel Microphone

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

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

Tip #3: Watch Your Video Before You Upload It

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

Conclusion

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

The Back Bench

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

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

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

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

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

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

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

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

Tip #1: Use Different Locations When Shooting Your Videos

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

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

Tip #2: Tell a Story

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

Tip #3: Do Not Sell Anything

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

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

Till next time, see you on video!

The Back Bench

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

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

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

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

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

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

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

Tip #1: The Sidebar Is Your Friend

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

Tip #2: Ask One Question, Give One Answer

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

Tip #3: Be Creative

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

Conclusion

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

Till next time, see you on video!

The Back Bench

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

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

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

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

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

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

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

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

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

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

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

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

Tip #1: Let Your Clients Talk for You

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

Tip #2: Ask and Then Answer FAQ's

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

Tip #3: The Sidebar Is Your Friend

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

Conclusion

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

Till next time, see you on video!

The Back Bench

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

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

Have you ever watched a news reporter on the street when a passerby waves at the camera or makes funny faces behind the reporter? You almost want the reporter to turn around because the passerby is more interesting. That's the problem with this video by immigration attorney Kurt Hermanni.

In the video, Hermanni talks about how illegal immigrants might be afraid to pursue their legal rights if injured in an accident. Ironically, Hermanni says he does not handle personal injury cases. "If you feel you are afraid to present yourself in an action in civil court, I am here for advice," he says. Hermanni fails to completely connect the dots so it seems like a non-sequitur, but there's an even bigger problem.

There's a large framed print behind Hermanni — and it's as crooked as the Leaning Tower of Pisa. During the entire video, I half expect to hear a laugh track. I keep waiting for the attorney to turn around to see what's so funny. I wonder why the frame is not level and even, and whether this attorney watched his video before uploading it. If I didn't know any better, I'd say this video is a spoof of a lawyer commercial. But it's not.

Watch the video for yourself to see why I deducted 3.5 points from its TechnoSore. I gave the video 1/2 a point for having the most extensive description I've ever seen on YouTube. I'm not so sure that's a good thing because it's mostly a lengthy resume that describes Hermanni's experience, skills, memberships, areas of expertise, as well as his contact information.

Tip #1: Always Watch Your Final Edited Video

Perhaps Hermanni walked by this crooked wall hanging a thousand times and never noticed. And that was fine … until it served as the backdrop for this video. Time for a reshoot.

Tip #2: Ask and Answer One Question Per Video

If you ask multiple questions, viewers may not care about all of the questions and decide not to spend any time watching your video. Viewers may also lose track of what you're talking about.

Giving one answer limits the video to only one topic. If your viewers Have a similar problem, you have identified that exact issue of interest to them. Now you've got their attention, and increased the likelihood that they will contact you.

Tip #3: Illuminate

Before starting your video shoot, you must set your white balance so your camera knows the correct colors. If you rely on automatic white balance you run the risk that your colors will be incorrect and dark, as in this video.

Also, don't forget to light up your background. Doing this will greatly improve the look of your video. You cannot rely solely on sunlight or overhead fluorescent lighting to provide light for your video. You need dedicated lights to illuminate your face as well as your background.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Not impressed. The production quality is poor — the picture is crooked, his head is cut off. The speaking quality is also poor — Kurt hesitates too much, and struggles for words (not good for a lawyer). Overall grade: D for effort."

TechnoLawyer publisher and online video producer Neil Squillante says: "Either the camera is crooked or Hermanni needs to sit up straight and the frame behind him straightened. He should also rehearse his script, and change the title of the video to better reflect its content (as one commenter complained)."

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

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

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

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

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

Tip #1: Select a Client Who Can Speak Clearly

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

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

Tip #2: Provide a Back Story

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

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

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

Conclusion

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

Till next time, see you on video!

The Back Bench

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

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

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

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

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

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

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

Tip #1: Choose Your Venue Carefully

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

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

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

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

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

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

Tip: Answer the question immediately. Then explain.

Tip #3: Vet Your Video Before Going Public

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

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

Till next time, see you on video!

The Back Bench

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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

Watch the Video

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

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

All the Yellow Pages ads say basically the same thing:

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

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

Here's what I liked:

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

Here's what I didn't like:

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

"We are here to help you."

"We have a toll free number."

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

"We are here for you."

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

"The initial consultation is absolutely free."

"Again, please call us."

"Or send us your information."

Why don't I like the video?

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

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

Tip #1: Stop Talking About Yourself or Your Firm

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

Tip #2: Distinguish Yourself

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

Tip #3: Use a Catchy Headline

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

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

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

Conclusion

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

Till next time, see you on video!

The Back Bench

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

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

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

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

About Gerry Oginski
New York trial lawyer Gerry Oginski has created more than 150 informational online videos for his medical malpractice and personal injury practice. Realizing that most video producers don't have a deep understanding of the practice of law and what potential clients look for, Gerry launched The Lawyers' Video Studio, which provides free tutorials and video production services. If you need help producing a video, please contact Gerry now.

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