TechnoLawyer: Law Firm Marketing/Publications/Web Sites

Watch the Video

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

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

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

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

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

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

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

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

Here's how to make this slide show better:

Tip #1: Talk About Only One Practice Area

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

Tip #2: Skip the Slide Show

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

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

Tip #3: Skip the Transcript

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

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

Till next time, see you on video.

The Back Bench

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

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

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

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

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

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

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

Originally published on March 14, 2010 in our free SmallLaw newsletter.

I've talked about lunch a lot in my SmallLaw columns. Truth be told, I think about lunch all the time (and breakfast and dinner — I spend most of my waking hours thinking about food). I focus on lunch because it's the cornerstone of practice development. You've got to take people to lunch.

While you're at lunch with clients, prospective clients, and referral sources, it's critical to build strong relationships. It's valuable to get to know these folks. Ideally, you'll create some friendships that enhance your personal as well as your professional life.

THE SCIENCE OF FRIENDSHIP AND NETWORKING

I've been reading about friendship lately. I'd always thought of friendship as something that just happened. I like some people, I don't like others, and some like me (not very many actually). It's like magic, or at least that's what I always thought.

Turns out, however, that friendship isn't magic. Social scientists study this stuff. Friendship stems from engaging in certain behaviors. The most important behavior that leads to friendship is mutual self-disclosure. You share something personal about yourself, and the other person reciprocates. Note the word "mutual" — it isn't simply that you disclose, it's that both of you disclose.

It starts, however, with your disclosure. You've got to take a risk and disclose something personal about yourself. You've got to be willing to put it out there and see what happens. You'll soon find out if your lunch partner will reciprocate. If he does, the relationship will move to the next level. If he doesn't, you'll know that true friendship won't blossom — at least not yet.

I sometimes spend time with a person who doesn't disclose (I'll skip the long story on how this keeps happening). I know almost nothing about her. It's weird, but every time I see her it's like Groundhog Day — we pretty much repeat the same conversation. We never move to the next level. I can't honestly say that I know much of anything about her. I've disclosed. No response. We're stuck. It's kind of sad and it's generally unpleasant.

Self-disclosure isn't something I've heard mentioned by most of the relationship experts. They advise being real, being authentic, asking questions, and listening. That's solid advice, but it's vague and sometimes hard to put into action. Self-disclosure is a little more concrete. But for some of us, it's hard to put in to practice.

DON'T START WITH YOUR DEEPEST, DARKEST SECRETS

Self-disclosure sounds scary. It sounds risky. Disclosing anything, especially before the other person has disclosed anything personal, sounds like a game of truth-or-dare gone awry. Most of us lawyers have a great defense system. We avoid disclosure. We can answer a question with a question or we can make a joke or we can change the subject.

We all want to put our best foot forward. We like being thought of as well adjusted, smart, and successful. We don't want to disclose something that might embarrass us or cast us in an unfavorable light. Unfortunately, being careful about what we disclose is a barrier to strengthening our relationships. We've got to be open and tell others our secrets if we're going to foster the connection.

I'm not suggesting that you start with something that might scare your lunch mate. Don't admit that you have a crush on your paralegal. Start off with something mild like admitting your fear of heights or alligators (which scare the crap out of me). You'll quickly figure out whether things are moving forward or not. Test the waters a bit before you go too far.

Taking the risk of self-disclosure has great rewards. You'll win business and make new friends. New friends are in short supply in our busy world. With new friends you'll be happier and more successful. If I take my own advice, I might even receive some tips on how to avoid alligators.

Written by Lee Rosen of Divorce Discourse.

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Coming today to Fat Friday: Bill Hodes revisits his opinion about AVVO, John Hall discusses document assembly versus search and replace, Ben Schorr raises another SaaS concern and also provides some password wisdom, Arthur Ray explains why he's buying an iPad, and Gordon Greta tells us why a lawyer profiled in a recent BigLaw column needs to get a grip — on reality that is. Don't miss this issue.

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Is Acrobat Really Necessary?

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Watch the Video

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

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

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

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

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

I deduct one full point for these production issues.

Tip #1: Speed It Up

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

Tip #2: The Sidebar Is Your Friend

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

Tip #3: Smile — It Makes a Big Difference

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

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

Till next time, see you on video!

The Back Bench

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

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

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

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

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

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

Coming today to BlawgWorld: Our editorial team has selected and linked to 75 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

What Will Legal Technology Do to the Cravath System?

Security Issues Causing Some Law Firms to Ban iPhone Use

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This issue also contains links to every article in the March 2010 issue of Law Technology News. Don't miss this issue or future issues.

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Our newsletters provide the most comprehensive coverage of legal technology, practice management, and law firm marketing, but not the only coverage. To stay on top of all the noteworthy articles published in blogs and other online publications you could either hire a research assistant or simply subscribe to BlawgWorld. The BlawgWorld newsletter has received rave reviews and is free. Please subscribe now.

Coming today to BlawgWorld: Our editorial team has selected and linked to 67 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

Legal Thought Leaders Spotlight: Jim Calloway

ABA's Smart Phone Buying Guide

Law Firms Now Outsourcers?

The Three Es of Cold Emails

Don't miss this issue or future issues.

How to Receive BlawgWorld
Our newsletters provide the most comprehensive coverage of legal technology, practice management, and law firm marketing, but not the only coverage. To stay on top of all the noteworthy articles published in blogs and other online publications you could either hire a research assistant or simply subscribe to BlawgWorld. The BlawgWorld newsletter has received rave reviews and is free. Please subscribe now.

Originally published on February 22, 2010 in our free SmallLaw newsletter.

I had lunch with a lawyer recently and left wondering if the guy had been raised by wolves. His table manners were abysmal. Seriously, I'm no Emily Post. My elbows sometimes end up on the table. I'm never sure which bread plate is mine. But this guy was ridiculous.

The most basic form of marketing is lunch. You sit down for a meal with a prospective client or referral source. You make small talk and get to know one another. If all goes well, you shake hands and leave with a plan to meet again. Usually, if there's a need for legal services, your lunch will lead to an engagement.

I'm not the only person who thinks about business dining etiquette. I've asked around, and confirmed that you can kill your credibility by eating like an animal. We don't need to have perfect manners. I'm not talking about extending your pinkie over tea or anything. We do, however, need to have the basics under control.

15 Rules of Etiquette For Business Dining

Below I've listed 15 basic etiquette rules that will leave you well fed, credible, and with a reasonable expectation of winning a new client or a referral.

1. Put your napkin in your lap immediately upon sitting down.


2. Your water glass is the one on the right.


3. Wait until everyone has their food before you dig into yours.


4. Don't gesture with your silverware.


5. Don't talk with food in your mouth (even if you hold your hand in front of your mouth).


6. Chew with your mouth closed.


7. Cut only enough food for the next mouthful.


8. Keep your elbows off the table (and remind me to do the same if we're together, okay?).


9. Don't lick your fingers.


10. Don't use a toothpick or apply makeup at the table.


11. Go to the restroom if you get something stuck in your teeth. Deal with it privately.


12. Don't push your plate away or stack up your dishes when you're finished.


13. Don't put your dirty silverware back on the table. When you're finished, put the dirty silverware on your plate in the 10 O'clock position.


14. Don't answer your cell phone during lunch. Don't even put it on the table. Don't check your email either.


15. Don't complain about the restaurant if your guest selected it.

Many other etiquette rules exist. I've only touched on the most basic of basics. You can read any of a number of business etiquette books, which I consider a reasonable investment of your time.

I hired an etiquette coach for my firm on one occasion. The coach took us out for a multi-course lunch at a beautiful restaurant. He walked us through which silver to use, which glasses to use, etc. He did it all in an entertaining manner without offending anyone. It was a good investment.

Maybe you already know these rules. That's great. Maybe you think think they're a waste of your time. Here's the deal — the person sitting on the other side of the table may think they matter. Like it or not, people judge you based on your manners. The last thing you want to do is lose business because you talked with your mouth full.

Pay attention to the basic rules I've mentioned and you'll be well on your way to generating some business. Lunch works. Do it more often and you'll steadily grow your practice. Oh, and one more thing — your bread plate is to your left.

Written by Lee Rosen of Divorce Discourse.

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.