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SmallLaw: YouLaw: Houston, We Have a Problem With This Law Firm Video

By Gerry Oginski | Thursday, October 6, 2011

Originally published on August 2, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.

Watch the Video

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

The first problem I noticed with this video by Houston employment law firm Oberti Sullivan was the "poster frame" (aka "splash image" or "video thumbnail"). This online video term of art refers to the static image that YouTube displays before you click play and in search results.

Professional online video producers often use a specially-created poster frame that isn't even in the video), but YouTube grabs a frame from the middle of the video unless you instruct YouTube to use a different frame. The poster frame image in this video is odd. It shows two heads positioned in the bottom half of the photo — you cannot see or distinguish their facial features.

The headline — Houston Employment Lawyer Discuss The Top 10 Texas Employer Mistakes — grabbed my attention, but I knew immediately from the poster frame on the YouTube search results page that this video likely had significant problems. I clicked play. Unfortunately, my premonition was right.

The video starts with a lively animated graphic introduction that transitions to a URL and then an abruptly stops. "Huh? That's weird." I thought.

Next, you see two lawyers wearing suits sitting next to each other. Their heads are floating in the bottom half of the frame. They are not centered or illuminated. The upper half of the room and the background takes up most of the video frame. It's bizarre. No one bothered to see what the video looked like before uploading it to YouTube.

I was also shocked by the video's length — nearly 15 minutes! Argh. That's a deal breaker. No way was I going to sit through a 15 minute video, even if I lived in Houston and had legal questions about employment law.

You can tell that the attorneys are using a Webcam. Video quality is poor. Nor are they using any supplemental lighting. Another bad move since no one can see their faces. Nor are they using an external microphone, which means their audio is low and muffled.

On the plus side, they know their stuff. They provide useful information that potential clients would find helpful. However, the poor technical execution of the video undermines their legal expertise.

Five Tips to Improve This Video

1. Use a real video camera. Not a webcam or Flip camera or a Kodak Zi8 or Zi10. A real, honest to goodness camcorder. It need not be expensive. Any camcorder will shoot video that is exponentially better than that shot by a webcam.

2. Use a wireless microphone. In this case, you would need two microphones connected to a balancer so the sound is even. Otherwise, one mic may be stronger/louder than the other. If your resources are limited, buy a wired microphone from Radio Shack and hand the microphone back and forth every time you want to speak. That will get you better audio than the built in mic on a computer.

3. Use external lights. You cannot use your fluorescent overhead office lights. They cast awful shadows on your face. If your viewers can't see you, you're just wasting your time.

4. Make sure you are properly framed and that your faces are toward the top of the camera frame. If your face is in the middle of the frame, you've done it wrong. Move the camera down more to fill the frame.

5. Why a 15 minute video? That's just painful. The only time someone might watch a 15 minute video from a lawyer is when (1) it's entertaining, (2) the quality of the video is outstanding, and (3) it's extremely relevant to their legal problem. This hat trick is very difficult if not impossible to pull off. Keep in mind that a network sitcom costing millions of dollars per episode to produce runs about 22 minutes when you exclude the commercials. Instead of creating a long video, break the content up into bite-sized chunks no more than 2-3 minutes long. That's the typical attention span for the majority of online viewers. The two lawyers here could have created 10 videos with much more search engine visibility.

Till next time, see you on video!

The Back Bench

TechnoLawyer publisher and online video producer Neil Squillante says: "This video is so bad I don't know where to start. The fact that the framed Longhorns T-shirt is more prominently featured than the two lawyers? The terrible lighting that makes the two lawyers look like they're in a cheap knockoff of a Caravaggio painting? The sheer audacity of the 14 minute running length? What was Oberti Sullivan thinking?"

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

SmallLaw: YouLaw: Family Lawyer Video Fails to Bond With Prospective Clients

By Gerry Oginski | Tuesday, July 19, 2011

Originally published on June 14, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.

Watch the Video

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

It's all about Me! Family law lawyer Sheryl Moore has created a technically beautiful video. Nice background music, fast pace, good lighting and audio all packaged in just under one minute. She even uses some black and white images as B-roll footage.

The problem?

She continually refers to herself or her firm. Some examples:

"I'm a small law firm."
"I give small law firm service."
"I give big law firm results."
"I practice …."
"I focus mainly …."
"I believe that I'm a zealous …."
"I'm also compassionate."
"I'm very involved in …."
"I sit on the CLE committee …."
"I think it's very important that …."

Tip #1: Nobody Cares About You

I've said this for years. Stop talking about "Me." Really. Nobody besides your family and close friends care about you.

So why would you spend your time and resources telling people you don't know all about you, your philosophy, your approach to practicing law, and how you represent your clients? How does that differentiate you from your colleagues and competitors?

Assume for a moment that a good friend of yours from law school has similar credentials and experience, and that you both compete with each other (on a friendly basis).

If a prospective client were to come into your office and ask how you differ from your good friend whom they are also considering hiring, would this video would provide them with an answer?

The inherent problem with this style of video is that it fails to take into account the typical person searching for a family law lawyer in Florida. It fails to understand what these people seek.

Tip #2: Message Before Method

The most important component of a video is not the production values, although clearly that's important. Instead, it's the content contained within your message. If you have the wrong message, no one will watch your video.

Successful videos have four critical components:

1. People must find your video when searching for the type of law you practice. Understanding how to optimize your video so that people can find it either on Google or YouTube is vital.

2. You must write a compelling title for your video. What is compelling about a title with the name of an attorney and the geographic area and type of law they practice? Not much.

3. Your video must be engaging and interesting. If your video is boring, few will watch it and nobody will watch it till the end.

4. You must have a call to action. What is the purpose of creating a video? To persuade a prospective client to contact you. It's not for recognition, or to win an advertising award, or to promote yourself. It's to get more clients. What action you want the viewer to take next?

Tip #3: People Want Information

People who need a lawyer want to better understand their problem. They want answers. They want to find someone who can help them.

The problem for us as lawyers is that we cannot create an attorney-client relationship with the people who watch our videos. Nor can we dispense legal advice in a video. We do not want a viewer to rely on information in our video since they may apply it incorrectly or may not understand how and when it applies. Alternatively, the content we provide may be outdated by the time someone watches our video.

"If I can't talk about the law and I can't talk about myself, what can I talk about?" That's what every lawyer asks me. You need to change your perspective from "Me, me, me" to "You, you, you." Then you'll better understand what to discuss in your videos.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Ms. Moore tripped up her most important line — "I give big law firm results" — she actually stuttered over it, but had no problem talking about herself as a "small law firm." Okay, I will be blunt. I found her presentation to be monotone and boring. There is absolutely nothing worse than a boring talking head, except a boring talking head talking about her family law firm. The music was also distasteful and boring. And the video marketed Findlaw more than it did her firm. Sorry, but it's a pass for me."

TechnoLawyer publisher and online video producer Neil Squillante says: "Sheryl Moore's video lacks compelling content, and contains a bunch of platitudes. Nonetheless, it may work for her. Why? Moore's video is extremely well-produced, while Moore herself is articulate, attractive, and well-dressed. Polish and poise matter in marketing — especially in video marketing."

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

SmallLaw: YouLaw: Downriver Divorce Lawyer Long on Slogans, Short on Substance

By Gerry Oginski | Thursday, June 2, 2011

Originally published on May 2, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.

Watch the Video

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

Wayne County, Michigan lawyer Gene Ferguson refers to himself as "your Downriver divorce attorney" (Downriver is a colloquial name for Wayne County). In this video, Ferguson mimics many other lawyers on YouTube (and TV) by standing in front of a well-worn legal bookcase. Why do lawyers think that bookcases give them greater credibility? They don't.

Also, Ferguson makes a promise we see in many lawyer TV commercials — "I promise to get you all that you are entitled to." This phrase is troubling for two reasons: (1) Lawyers should not make any promises in a video, and (2) If the client is not entitled to anything, then Ferguson is promising to get the client nothing in exchange for a fee.

Throughout the 1:20 video Ferguson repeats the slogan "Your Children, Your Divorce" as if it's meaningful. I understand the purpose of repetition when speaking, but I fail to see how such a slogan will help define him in a way that showcases his expertise.

Ferguson also uses a logo that appears to be either a crest or a seal at the beginning and end of his video. The crest appears to be a mix of a Cadillac seal combined with some sort of state agency emblem. It has three words on the bottom — "Dedicated, Devoted, Determined." How does this logo help Ferguson stand out from the crowd?

Tip #1: Skip the Promises, Slogan, and Logo — Focus on Content

Ferguson's video would have been much more powerful if he actually discussed how to protect children in a divorce case. His slogan and logo don't help viewers answer the basic question: "Why should I hire you for my divorce?"

If a someone is choosing between you and countless other lawyers, don't blow your opportunity to have that person contact you by failing to provide meaningful content in your video.

Tip #2: Learn Video Technique or Hire a Video Company to Shoot Your Video

The camera angle is slightly lower than Ferguson, giving the appearance that he is looking down at you. That's not ideal. The color needs to be corrected and I'm not sure whether he set his white balance before starting his camera. The sound could be improved, and it does not appear he is using a wireless or even wired lapel microphone. On the second run through the video, I noticed he was reading part of his message.

Your video technique should be entirely transparent if done correctly. Viewers should be focused only on the message. When your technique is not technically proficient, the message gets lost and your viewer gets sidetracked, often never to return.

Shooting video in your office is not as easy as some people make it out to be. The technical requirements can be substantial. Poor technique can ruin your video. Your goal of creating video is to educate. By educating prospects, you give them useful content and information that will set you apart from your competitors.

If you have the time, desire and inclination to learn how to shoot video in a professional, high-quality manner, I applaud you. However, most attorneys simply want to practice law and leave the technical stuff to people who have significant experience creating attorney video.

Tip #3: Know Your SEO

Ferguson lists 39 keywords on YouTube below his video — way more than YouTube recommends. Overuse of keywords can hurt your video instead of help. It appears that Ferguson has tried to identify every town in Downriver. I understand the importance of targeting a video to a geographic location, but using 39 keywords is not the way to accomplish that objective.

Conclusion

In a compelling video, your video technique must be seamless and transparent, and you must provide interesting content that your viewer wants and needs to hear. Before pressing the record button, ask yourself "Does my ideal client need the information I'm about to give them?" If not, rewrite your script and ask the question again before pressing the record button.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Mr. Ferguson does a great job emphasizing his specialty by inserting the phrase "Your Divorce. Your Children" throughout his soliloquy. Though a little frilly, I thought he had great stage presence, and I would probably hire him by seeing this video. Quick tip: The floating words at the bottom are kinda random — and a bit distracting. It takes away from his stage presence. I would probably leave them out. But he did a great job — I will remember him as the "Your Divorce, Your Children" guy — so his marketing video worked."

TechnoLawyer publisher and online video producer Neil Squillante says: "Advertising should convey a simple message. Repetition is also important. But Gene Ferguson takes this advice a little too far. His message is too simplistic and too repetitive. All the same, overly simplistic is better than overly complex."

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

SmallLaw: YouLaw: The Law Firm That Can Do It All

By Gerry Oginski | Thursday, May 5, 2011

Originally published on April 5, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.

Watch the Video

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

Attorney Steven Jesser starts by referring to himself in the third person. He then proceeds to list every type of legal issue his law firm handles. The list is endless. Not only that, but he's personally licensed in 10 different states. He's also available for consultation every day and on weekends.

Here's a partial list of the types of clients he helps and practice areas he handles: physicians, dentists, nurses, clinics, small to large business, health law and insurance litigation problems, health care contracting, business contracting, litigation, civil and criminal appellate practice, governmental and prosecution practice, major law firm practice, corporate practice, etc. He's also a court certified mediator in four state and federal courts. I couldn't type fast enough to list every single practice area he handles.

Production-wise, the video is not in focus. It is uploaded in the lowest possible setting (240p), which means the quality of the video itself is not ideal, especially when the standard today is high definition video (720p). The lighting is poor and the background is dark.

On the positive side, Jesser smiles and appears friendly. He dresses well and he certainly can tick off all the legal practice areas he handles.

In my opinion, the video tries to accomplish too many things. It tries to appeal to people who might fit into one of many and varied categories his law firm handles. I can't see a person in need of legal services sitting through a lengthy litany of practice areas hoping that the lawyer will mention their particular problem area.

It's almost like being stuck in voice jail where you have to listen to the automated robotron tell you about your 10 choices before you're allowed to press "0" for the operator.

In the description box, he lists six different phone numbers along with his other contact information. He also loads up on keywords (over 30).

Tip #1: Narrow Your Focus

Someone searching for a lawyer who handles a specific problem will not find you if you use a scattershot approach and claim to handle everything under the sun. If you identify one or two areas in which you practice, you stand a much better chance of someone finding you.

As internet marketing guru Frank Kern says, "Nichefy" to stand out.

Tip #2: Use a High-Definition Video Camera

Virtually all video cameras nowadays use hi-definition video. That means you get a 16x9 rectangular aspect ratio and you can shoot in 720p or 1080p. These settings are remarkably superior to anything you'd get shooting with standard definition video at 240p or 480p.

Even the Flip camera, Kodak Zi8, and iPhone 4 shoot in hi-def.

Tip #3: Educate the Consumer

Before ever shooting video, ask yourself why you're creating the video? Is it a sales pitch? Are you going to push your credentials? Are you going to give your online viewer information they need to know? If you cannot answer this question immediately, you have a problem and need to figure out why before ever pressing "Record."

A video that talks about your law firm does nothing to educate their potential clients. You lose the opportunity to educate. Other than telling people what areas of law you practice in, how has Attorney Jesser's video helped a potential client who has a legal problem and is now in search and compare mode?

Consumers and potential clients go online because they need a lawyer and don't know any. They are searching and comparing Web sites and videos to see which law firm is right for them. The lawyers who educate will rule the day. Why? Simple. Online shoppers are sophisticated. They want information. Give them what they want. Just make sure you don't give them legal advice.

How can this Jesser improve his video? Simple. Create several videos and focus on one practice area per video. "Nichefy" to get noticed.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "This video needs a lot of help. It is filmed in a minimalist manner — white wall, second-hand microphone. There is absolutely nothing that stands out about Mr. Jesser or his firm. There is no information on the video — so clients cannot reach out to him if they find him on YouTube. Here are the absolute three rules of a good video: (1) Captivate, (2) Inform, and (3) Close the Deal. Number 3 is very hard to do in video setting. Mr. Jesser flunks all three."

TechnoLawyer publisher and online video producer Neil Squillante says: "Steven Jesser lists about a zillion or so different legal issues that his law firm can handle — so many that I can't recall any of them by the end of the video. Steven, buddy, you need to focus — and don't refer to yourself in the third person."

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

SmallLaw: YouLaw: Will the Real Mississippi Lawyer Please Stand Up?

By Gerry Oginski | Friday, April 1, 2011

Originally published on March 1, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.

Watch the Video

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

Biloxi attorney Jay Foster creates a video that highlights why he's different from all other attorneys in (and not in) Mississippi. His intentions are good. The manner in which he carries out his message is not. Watching this video you will learn three important take-home messages:

1. Attorney Foster uses his three adorable kids as a prop in the video. Although they are beautiful and cute, they take away from the message he's trying to get across.

2. Foster uses a Webcam to create an educational message. You'll notice immediately that his three kids are illuminated by the glow from the computer monitor and give off a ghastly white or greenish glow that you would not see if using a high-definition video camera.

3. Foster compares himself to another law firm by name. He also challenges the viewer to call that lawyer to ask a specific question and offers $1,000 to anyone if they can meet his challenge.

The essence of his message is that he was born and raised in Mississippi and is fully licensed to practice law in Mississippi. This is an excellent way to distinguish yourself from those lawyers who are not born and bred or licensed in the state in which you practice.

The biggest mistake occurs when he singles out a law firm that advertises extensively in Mississippi. He distinguishes himself by explaining that he is fully licensed to practice law in Mississippi while this law firm that competes with his firm and advertises heavily is not. He then challenges viewers to call that lawyer's office to ask if he's licensed in Mississippi.

I have written about this issue before in my YouLaw reviews in SmallLaw. See e.g., My Law Firm Is Better Than Your Law Firm. One of my cardinal rules for lawyers is to never disparage anyone on video. Doing so can generate a grievance complaint in addition to a claim for libel or slander. You also dilute your educational message by throwing down the gauntlet. It's like politicians who focus on negative campaigning rather than offering a positive message.

A better method to distinguish yourself is to allude to the other lawyers in your state that might not be licensed. For example:

"Unlike some law firms in the state, I grew up here, I was raised here, I went to school here, and I am fully licensed to practice law here. Let me tell you why that is so important if you have a potential case in Mississippi."

Now you have given your viewers a detailed explanation why it's important to be licensed to practice law in the state without ever personally naming a lawyer that advertises but may not be licensed in your state.

Even if the claim that the attorney is not licensed is true, so what? By calling attention to that lawyer and law firm you have again diluted your educational message, and your prospects may not appreciate that you are calling out an attorney by name.

Toward the end of the video Foster engages in some light banter with his children who clearly support his claim that he's a no-nonsense guy who he tells it like it is.

Tip #1: Skip the Props, Especially Kids

As cute lovable as your kids are, in my opinion they dilute the educational message here and don't help focus your viewer on your information.

Tip #2: Ditch the Webcam

Even hi-def 720p Webcams cannot compete with a moderately priced hi-def video camera. Focus on quality, not convenience.

Tip #3: Never, Ever Disparage Anyone on Video. Ever.

Never, ever badmouth or call out another lawyer or law firm by name. Doing so will come back to bite you and may sour your prospects when creating an entirely educational message.

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 best for sending to family during the holidays — NOT for lawyer marketing. The ONLY tidbit of information I derived from Jay's video is that he was born and raised in Mississippi, is licensed, and apparently, there are a lot of lawyers who pratice law there without a license. His kids are super-cute, and the video is entertaining, but it begs the question: What type of lawyer are you? Why should we hire you? Next."

TechnoLawyer publisher and online video producer Neil Squillante says: "I don't like Jay Foster's use of his cute kids or his name drop of a competing law firm — plus the video is cheesy to the extreme. Nonetheless, I like Jay and his "I'm a true Mississippi lawyer" pitch. Jay, tighten your script and reshoot the video without your children and the name drop, but with the same energy and enthusiasm."

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

SmallLaw: YouLaw: California Litigator Explains the Law in Plain English

By Gerry Oginski | Thursday, March 17, 2011

Originally published on February 14, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.

Watch the Video

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

California attorney David Allen seeks to educate consumers about different types of law throughout the country. He does an excellent job of explaining and educating. He's clearly well-prepared when talking about each case he discusses on his videos each week. In today's video clip he discusses a New York case to demonstrate how plaintiffs can make damaging admissions on Facebook, MySpace, and other social networks.

His goal when creating these videos is to educate you about different types of cases throughout the country. He has an excellent delivery. He is smooth, polished, and extremely credible. He knows how to drill down to the heart of the case in very easy-to-understand ordinary language. Toward the end of the video he gives you that nugget of information that the viewer needs to know — "What can you learn from all this?"

Kudos to David Allen for a great job teaching online consumers about the law.

Tip #1: Practice Makes Perfect

You must practice whatever you plan to talk about on video. The best trial lawyers rehearse to make their delivery appear natural and easy. Approach your videos as you would a trial.

Tip #2: Talk About an Interesting Topic on Which You Have or Can Develop Expertise

Here, Allen focuses on a hot topic — social networks. if you choose a topic that people aren't interested in, people simply will not watch your video.

I watched some of this lawyer's other videos and was pleasantly surprised to see how well-versed he is on every topic he discusses. These diverse topics range from worker's compensation to accidents to sexual harassment to same-sex divorces.

Most lawyers today focus on one particular legal specialty. If you are going to discuss and report cases with which you have no personal experience, then you must become fluent not only with the case you are discussing but also immerse yourself with as much detailed information as you can learn about that particular area of law.

Tip #3: Beware the Green Screen

Allen shoots his videos in front of a green screen. That means that his video editor can place any image he wants behind him. But a poor green screen can turn an excellent video into mediocre video. If you are not proficient with green screens, don't use them. Green screen editing is time-consuming and technically difficult. Not only do you have to make sure the green screen is well lit, but the actual editing task of substituting an image takes lots of practice.

In this video, the green screen effect is not as good as it should be. You notice the edges of Allen's outline tend to blur and fade into the background. If you look closely, the edges of of his head, arms and suit are not as crisp as they should be. Allen also stands in front of a tall podium that is hidden, which explains why it appears as if he is resting his elbows on a platform.

Conclusion

Allen has not search engine optimized this video. He fails to even include his Web site URL address, phone number or contact information. However, he displays a graphic that runs throughout the video with his URL.

In my opinion, this video warrants a TechnoScore of 5.0 for its content, but I deducted half a point for the lack of searchable information in the sidebar and the slightly blurry green screen effect. But overall, it's an excellent video that lawyers should emulate when educating potential clients.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "David Allen is a wonderful story-teller. He captures his audience by telling a very interesting story about Facebook. I actually enjoyed my morning cup of tea watching him. He gets an A+ for presentation skills — which probably means he is also very good in court. However, after watching 3:30 minutes, I am unclear what type of lawyer he is. Tip #1: Distinguish between a purely marketing video, and a video marketing your services. The former is "All That Jazz," but no substance. The latter — what people should strive for — hones in on your legal skills, your practice area, etc. At least he included a Web site throughout the video — should you spend time researching him. Tip #2: Assume your audience is busy and your video is all the time they have."

TechnoLawyer publisher and online video producer Neil Squillante says: "I wish David Allen had taught at my law school. He explains admissions better than most law professors. But he fails to close the deal by discussing his expertise (I presume he's a litigator of some sort). David, you're smart and explain complex topics using plain English, but what kind of cases can you handle? All the same, David is so engaging that I'd visit his Web site to see if he could help me."

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

SmallLaw: YouLaw: Is Your Law Firm Video Commercial-Free?

By Gerry Oginski | Thursday, January 20, 2011

Originally published on January 11, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.

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

Today's video review addresses a novel issue that I have not seen before in law firm videos. I recently came across Sulimani Law Firm, an intellectual property firm headed by Natalie Sulimani that has a video with a pre-roll ad. What does that mean? You have to watch an advertisement before watching the lawyer's video! The ad changes from day to day — one day it was Best Buy, another day Comedy Central.

Not good. I couldn't exit the video or restart it or fast-forward it. That's also not good. Many people, myself included, do not like watching pre-roll ads, especially when we're about to watch a promotional video about a law firm.

Tip #1: Don't Allow Advertisements in Your Videos

Forcing your prospects to watch an advertisement means you've lost your viewer before they ever see you or hear you, defeating the purpose of creating a video. With an educational video you establish trust, confidence, and personality that allows a viewer to get to know you. Nobody will want to get to know you if you force them to watch an advertisement first.

Only two reasons exist for a pre-roll ad:

1. The lawyer is trying to generate revenue, which is not the case here or usually.

2. The video hosting site is free, and the only way the site makes any money is to allow advertisers to buy pre-roll ads.

This video is hosted by Blip.tv, a free video sharing site.

Best practice tip: Never rely on a video sharing site without reading the terms of service. You may have no control over what they do with your content or what ads appear on your video. If possible, host the videos yourself to guarantee that your video will never contain third-party advertisements.

Tip #2: Include Necessary Disclosures Discretely

Throughout the video, the subtitle "Attorney Advertising" appears through much of the main video. In New York, attorneys must put the words "Attorney Advertising" on their Web site to "protect" consumers.

However, when it appears prominently throughout the video, it's like a trial lawyer telling the jurY during opening argument, "What I'm about to tell you is not evidence. Nothing I say is evidence, and nothing I'm going to tell you matters, since you'll hear testimony and see evidence during the trial." What the trial lawyer has done is tell the jury, "Just disregard everything I say because what I say doesn't matter."

Instead, if you must put that phrase in your video, do it once, and unobtrusively. Don't keep the visual up constantly. It detracts from your message and basically tells a viewer to disregard everything you're saying.

Tip #3: Don't Let Your Video Production Company Promote Itself

When you move your mouse over the video player, a lower-third graphic shows up with the attorney's name. Within that graphic is the video company's name with an active link to their Web site. When you click, it takes you to the video company that created this video. Also, at the end of the main video, the video company displays its name and Web site.

Why is this a problem? I suspect the video company that created this video didn't pay the attorney to market their services. I have repeatedly written in the past that you should never let your video production company advertise themselves on your video, unless they pay you to do so. Why should you give them free advertising when they just charged you to create video to market yourself? More importantly, I wonder whether the lawyer is aware of this promotion and gave it her blessing.

Bottom Line?

You must ask your video production company whether your videos will be privately hosted to prevent unwanted pre-roll ads from showing up in your videos. Also, if your video company wants to market themselves using your video, make sure they have your consent and, if possible, pay you for doing so.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Nice intro music, good speaking style. Sulimani is an IP lawyer, and her video takes us through many scenarios where you would need an IP lawyer. She would be more effective, however, if she would practice what she preached — "brand identity". After viewing the video, I have no idea what her specialty is, or what she can do for my small business. Pass."

TechnoLawyer publisher and online video producer Neil Squillante says: "Natalie Sulimani has a good pitch for small business owners, but delivers it poorly. Her script needs a rewrite to make it shorter and remove some of the awkward phrasing, and, more importantly, she needs to rehearse it a few dozen times before lights, camera, action."

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

SmallLaw: YouLaw: Don't Speak Like a Law Professor

By Gerry Oginski | Tuesday, December 14, 2010

Watch the Video

TechnoScore: 3.0
1 = Lowest Possible Score; 5 = Highest Possible Score
Today's video by Maryland criminal lawyer Kush Arora of the Law Offices of David Benowitz starts with excellent introductory graphics and thumping music. The exit graphics are the same. Kudos to the video editor who created the graphics design. However, your viewer doesn't care about the graphics. They want content.

Next, we see a question: "What is a PBJ?"

Since my area of expertise is in medical malpractice and personal injury, I have no idea what a PBJ is other than fond recollections of a peanut butter and jelly sandwich.

After the question disappears from the screen we see an attorney giving useful information about his area of expertise. In each of my video reviews, I never criticize the content that the attorney is trying to get across in his video. I focus instead on the techniques and strategies used to deliver this important content. The entire point of creating great quality video is to make the techniques totally seamless and transparent so that a viewer is not distracted from the message that you are trying to provide.

In this video, Arora is virtually sitting against a white background with very little space behind him, which creates almost a "mug shot-like effect" since there are shadows thrown from his body and his face onto the wall. I also could not tell whether he was reading from a TelePrompTer.

The video runs 1:31 minutes, which is fine for this type of video. The video uses a close up headshot so that you only see Arora from the shoulders up.

The title of this video is "Maryland criminal lawyer — what is probation before judgment?" Good question, but I wonder whether people (other than law professors) searching for a Maryland criminal lawyer would enter this legalese into a search query.

Tip #1: Introduce Yourself

Arora fails to introduce himself at the start of the video. Why do lawyers fail to introduce themselves when they create a video? It never ceases to amaze me that when a viewer goes online to learn about a particular lawyer or particular topic they see an attorney and the majority of them never say "Hi" to the viewer to tell them who they are. They rely on the graphics or the description to do it for them. When a new client walks into your office, do you introduce yourself? Maybe you just rely on your name being on your door and assume a new client knows who you are. Do you simply ignore the pleasantries and immediately direct them to sit down without smiling?

Tip #2: Move Away From the Wall

To create depth of field you need to have distance between you and the wall behind you. Otherwise you appear somewhat two-dimensional and flat. Your goal is to come to life by being three-dimensional. The way to do that effectively is to give yourself a few feet of distance from your nearest wall.

Tip #3: Illuminate Your Background

I cannot tell from this video whether the lawyer is using any external lights to illuminate his face. There is no additional lighting being thrown on to the wall behind him. Because of the lack of illumination behind him, it is difficult to tell whether his white balance was set before shooting this video. I can't tell whether the background is grey or some shade of off-white. The shirt appears white, but I'm not 100% sure.

Tip #4: The Description Is Sorely Lacking

I like how he prominently lists his firm's URL and phone numbers. However, the copy says "If you are charged with a crime in Maryland, a Maryland Criminal Lawyer at The Law Offices of David Benowitz can assist you." This says nothing about the content that the attorney is talking about. Why not? Looking down further, the two phrases he uses as tags are "Maryland criminal lawyer" and "Probation before judgment." When deciding which tags to use, you have to ask yourself what is your ideal client looking for when they go online to find you?

Again, I return to the question I raised earlier. Will his ideal clients know to search for "probation before judgment" to find this video? I suspect the answer is no, which would explain why there were zero views five days after this video was posted. He would probably have attracted prospective clients using layman's terms such as "erasing a criminal record."

A Final Word of Advice and Caution About the ABA's New Online Marketing Ethics Rules That May Arrive in 2011

On a final note, the ABA recently requested comments and statements regarding lawyer advertising and marketing online. My advice — make sure the content in your videos is accurate and educational. You don't want to establish an attorney-client relationship and have someone erroneously rely on the information you provide.

Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "He does a great job explaining PBJ (NOT my daughter's favorite sandwich). I thought he was well-spoken and easy to listen to. However, I am an attorney! I think people who don't understand legalese may get lost, particularly since he makes no eye contact with the camera. It looks like he is reading a teleprompter under the camera. Also, without words popping up, the video can be a little boring. I would add some visual stimulus — such as definitions in writing, etc. I'd probably still hire him to argue PBJ, though."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "It seems to me that if you are going to use video, you should remember that it is a visual medium. Mr. Arora sounds intelligent and competent. But he looks like he's the one in the criminal line-up — all that's missing are the lines on the wall behind him. He needs to move away from the wall, find a better backdrop, and incorporate more graphics."

TechnoLawyer publisher and online video producer Neil Squillante says: "This video has excellent opening and closing graphics, and addresses an interesting criminal law topic that I didn't know about. Unfortunately, Kush Arora doesn't seal the deal. He should speak using the second person, dress more sharply (his tie is loose and crooked), employ cinematography on par with his opening and closing graphics, and expressly ask viewers to contact him for more details."

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

Topics: SmallLaw | Videos | YouLaw

SmallLaw: YouLaw: A Law Firm Video Is Not Like a Web Chat

By Gerry Oginski | Monday, October 18, 2010

Originally published on October 11, 2010 in our free SmallLaw newsletter.

Watch the Video

TechnoScore: 1.0
1 = Lowest Possible Score; 5 = Highest Possible Score
The prevalence of inexpensive video cameras, Flip cameras and Web cameras give attorneys the false perception that anyone can create a video. But before you decide to share your latest Flip video with the world, ask yourself: Do you have the creativity and know-how to make interesting and informative video? If not, brush up on a few essential techniques before you begin.

Sure, handy technology makes it possible to create video on the fly in any location, but that doesn't mean you should do so. Today's video review showcases a lawyer who could have benefited from learning a few do's and don'ts before stepping in front of the camera.

In this video, California immigration attorney Brian Lerner of the Law Offices of Brian D. Lerner gives useful advice in what appears to be a coffee shop. The positioning of the camera and the short distance between his face and the lens indicates he is using a WebCam attached to his laptop.

Lerner speaks very softly, presumably using the laptop's built-in microphone. Music and ambient noise in the background make it difficult to hear what he has to say or concentrate on his content. The overall effect is similar to talking on a cell phone with someone who is walking down a busy street crowded with trucks, buses and cars. You just cant hear much of anything clearly.

I watched a few other videos attorney Lerner created and I give him kudos for trying share an educational message over video. However, his Webcam technique does not afford him the results he seeks.

Tip #1: Find a Quiet Location

Shoot your video in the quiet confines of a house or office. If you must shoot outside, go to a park or somewhere else relatively quiet so your prospects can hear what you're saying. Speak up and articulate. Once prospects express interest by clicking on your video, you don't want them to quickly click away because they can't hear you. The best way to ensure good sound in a video is to use a wireless lapel microphone.

Tip #2: Dump Your Webcam

Use your Webcam for chatting with your kids of parents, not for creating marketing videos. If you are on a tight budget, consider one of the new pocket high-definition video cameras like the high definition Kodak Zi8 with an external microphone. Cameras like these are relatively inexpensive and produce video leaps and bounds more professional than those pesky Webcams.

Webcams restrict the distance you can sit from the camera lens while filming. Lerner's video, for example, shows him sitting distractingly close to the camera. If you insist on using a Webcam, do your viewers a favor and opt for a less distracting background. Ideally, move away from the lens to provide viewers with a more professional perspective.

Tip #3: No One Cares Who Distributes Your Video

In his description of the video, Lerner includes "Distributed by TubeMogul." Do we really need to know this information? If your video distribution method advertises itself, find a way to turn off the automatic advertisement, which adds nothing to your description other than bumping up the video distributor's search engine rankings.

Tip #4: Tag Wisely or Risk Not Being Found

Tagging your video correctly can mean the difference between success and obscurity. Lerner's video tags are chopped into incomplete phrases. This scenario typically happens when the attorney inputs too many keywords into the tag section while uploading a video. One or more Web sites will chop them up not knowing exactly where to start and where to end a particular phrase.

This method of tagging will actually hurt your video. Why? Search engines don't recognize incomplete phrases. To avoid this pitfall, keep your tags short and targeted.

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 awful! It defines horrendous. Mr. Lerner clearly self-taped, using an old-generation phone/camera. I cannot understand a single word he is saying. Having a video like this in the public domain clearly broadcasts that he is lazy, and doesn't care about his appearance. (And is that Beverly Hills 90210 the TV show I hear in the background?) He should remove it immediately — it won't earn him any business!"

TechnoLawyer publisher and online video producer Neil Squillante says: "A TechnoLawyer subscriber recently argued that substance matters more than style in law firm videos. This video proves they're equally important. Thanks to the poor sound and video quality, mumbling delivery, radio or television playing in the background, and a distracting off-camera cough, who could possibly pay attention to and understand Brian Lerner?"

Written by Gerry Oginski of The Lawyers' Video Studio.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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

Watch the Video

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.

How to Receive SmallLaw
Small firm, big dreams. Published first via email newsletter and later here on our blog, SmallLaw provides you with a mix of practical advice that you can use today, and insight about what it will take for small law firms like yours to thrive in the future. The SmallLaw newsletter is free so don't miss the next issue. Please subscribe now.

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