TechnoLawyer: Law Firm Marketing/Publications/Web Sites

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

Coming today to BlawgWorld: Our editorial team has selected and linked to 70 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

Tips on Using Outlook Tasks to Clear Your Inbox

What You Can Learn From JetBlue's Approach to Value Pricing

Law Firm Landing Pages

This issue also contains links to every article in the August 2009 issue of Law Practice Today. Don't miss this issue or future issues.

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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

Coming today to BlawgWorld: Our editorial team has selected and linked to 65 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

The State of the Blawgosphere (Podcast)

Private Equity Considers Investing in U.K. Law Firms

Don't Be a Stranger

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Coming today to BlawgWorld: Our editorial team has selected and linked to 60 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

10 Things SharePoint Can Do for Your Firm

Closing the Client's File

Don't Let the Bar's Ethics Rules Scare You Offline

This issue also contains links to every article in the August 2009 issue of Law Technology News. Don't miss this issue or future issues.

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Originally published on July 20, 2009 in our free SmallLaw newsletter.

If you hung out a shingle at a leisurely pace with cash reserves, strong credit, a book of business, and no regrets, dust off a copy of How to Start and Build a Law Practice by Jay Foonberg. The rest of you might want to keep reading, however. This installment of SmallLaw addresses the swelling ranks of the newly unemployed (law firm layoffs) and involuntarily self-employed (178 law schools, 40,000 graduates) who thanks to this year of breathtaking economic free-fall have decided to go solo.

Top 10 Solo Traps to Avoid …

As you read through the list below, keep these common traps in mind, as they represent the most palpable and often the most fatal blows to would-be sole practitioners:

10. Isolation, insecurity, fear.
9. High-maintenance clients.
8. Unrelenting competition.
7. Technology whiplash.
6. Employee nightmares.
5. Nowhere to turn for advice.
4. Underestimating costs (software and services).
3. Ethical quagmires.
2. Notoriously uneven cash-flow.
1. Deadbeat clients.

The Envelope Please …

By and large I've organized these tools based on cost, coverage, and effectiveness. I encourage you to try as many as you can and share your experience with your fellow solos. So let's get started.

Web Sites

The .com revolution ended over 10 years ago, so why is Web site development and hosting still a mystery? Explore free and low cost Web site resources before you agree to pay (and pay, and pay, and pay) for a site.

My Recommendations: Avvo, Justia, Template Monster.

Social Networks

When it comes to reaching prospects and other lawyers on social networks, I've lectured, written, and given presentations until I was blue in the face and worked up a whopping case of carpel-tunnel. So I guess one more mentioning won't hurt.

My Recommendations: Avvo, Twitter, LinkedIn, Facebook, JD Supra.

Blogs

Blogs developed from outlets for pure self-expression into "premium" services run by "legal blogging experts" (whatever that means). Frankly, I'm not convinced, so I split my vote between free and paid services. You be the judge.

My Recommendations: Blogger, TypePad, WordPress, LexBlog, Justia.

Software as a Service

Today you can manage complex recordkeeping, file management, billing, calendaring, task management, communications, and a dozen other vital functions on your iPhone. Ten years ago they said it would never happen, but we proved them wrong! Thanks, Google.

My Recommendations: Google Apps, Basecamp, Zoho, Clio, Rocket Matter, OpenOffice. (Bonus: Microsoft Office 2010 online next year).

Custom SaaS

In a perfect world you would only use tools suited to your practice. But the world isn't perfect. Luckily, customizable SaaS enables you to add, subtract, and modulate applications so that you don't have to pay for features you never use (Are you reading this Microsoft?).

My Recommendations: Google Apps, Basecamp, Advologix/Salesforce.com, Zimbra.

Research

Remember when the price of gas went down last summer? Remember when the cost of legal research subscriptions went down? Me neither. Even the Saudis get it so how come it costs more to review a Supreme Court decision today than it did 10 years ago?

My Recommendations: My Findlaw, Lexbe, LII (Cornell), Fastcase.

Communications

From email to instant messaging, conference calls to faxing, message management to call routing, the telecommunications market has proven to be almost as stubborn as the legal market when it comes to change. But change it has, and there are now more choices than ever.

My Recommendations: eFax, Google Voice, Free Conference Call, GoToMeeting.

Prospecting

Lawyer marketing often offends older lawyers used to a more genteel approach. Of course they didn't have to compete with 30,000 other unemployed graduates. Since you do, check out these sites designed to help you get a jump on the competition.

My Recommendations: LawFiles, Avvo, LegalMatch, Twitter (yes, Twitter).

Billing

Sure it takes money to make money. But why so much? Since the days of Red Gorilla (bonus if you remember that .com darling), Web-based billing has been the fevered dream of a madman. Or at least it was until a surge of do-it-yourself timers and time-keeping services hit the market.

My Recommendations: Tempo, Clio, Rocket Matter, Bill4Time, TimeSolv, Chrometa, MonetaSuite, Proximiti. (The last three are experimental but worth trying.)

Document Backup and Sharing

Making files ubiquitous has proven to be harder than it sounds. Limitations on bandwidth, file-size, extensions, and a variety of other factors have conspired to keep file sharing clumsy and uninspired. Luckily, you have options.

My Recommendations: Dropbox, Google Docs, Docstoc, JD Supra, Microsoft Live Office. (Bonus: Office 2010 will have a free online component.)

Collaboration

"Collaboration" sites let you display information like a Web host, share and exchange documents like Google Docs, and interact with one another like a social network. So why give them a separate category? Because most of the time these sites represent a useful compilation of features perfect for everything from ad hoc bar association groups to teams of lawyers working on a case with national scope.

My Recommendations: Basecamp, Clio Client-Connect, Groupsite, Google Sites.

Online Chat

With the aid of the ubiquitous instant messaging client, you'll never need to yell out the office door at your associates again. But you will anyway. Just saying.

My Recommendations: Google Talk, MSN, AIM.

Onward and Upward …

If I've left anything out I apologize, but I feel confident that this list should stand you in good stead, at least for now. If you have suggestions of your own please let me (and everyone else) know.

Written by Mazyar M. Hedayat of M. Hedayat & Associates, P.C.

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Coming today to BlawgWorld: Our editorial team has selected and linked to 56 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

Windows 7: Advantages and Disadvantages for Law Firms

How Coaching and Mentoring Leverage Leadership Talent

Legal Blog Software Showdown

This issue also contains links to every article in the July/August 2009 issue of Law Practice Magazine. Don't miss this issue or future issues.

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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

Coming today to BlawgWorld: Our editorial team has selected and linked to 47 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

Using the Fujitsu S510 ScanSnap With Adobe Acrobat

Billing Options Have Paid Off for Tucker Ellis & West

Tag(line): You're It

This issue also contains links to every article in the July 2009 issue of Law Practice Today. 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.

Coming today to Fat Friday: Nicholas Bettinger shares his tips for managing email overload, Theodore Borrego weighs in on Ross Kodner's BigSolo column, Bob Walsh reviews SherWeb for Hosted Exchange and Drobo, Samuel Matunog discusses social networking for lawyers, and Ann Vetter-Hansen reviews Rocket Matter. Don't miss this issue.

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