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
