TechnoLawyer: Law Firm Marketing/Publications/Web Sites

Watch the Video

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

Military criminal defense attorney Michael Waddington of Gonzalez & Waddington serves up some heady practical advice in his straight-talking video that turns to mush.

Attorney Michael Waddington is the brute squad (see The Princess Bride) with a smile. I like his videos. I like his direct eye contact. I like the effort he makes to inform viewers about his area of law. He answers commonly asked questions, and does it in a friendly style. He's down to earth.

But this video turns to mush about 40 seconds into it. The sound becomes separated from the video. It reminded me of the old King Kong and martial arts movies with poorly dubbed dialogue. You'd see the action, and then seconds later hear the words. Same thing here.

I will tell you that I've watched his other videos and none of them have this problem. Why then am I "picking" on this one? Precisely because if you don't check your videos before they go live, you run the risk of making yourself look bad.

Tip #1: Body Language Is Very Important

Attorney Waddington tends to lean forward in his chair as if he's trying to reach forward. I got the subtle impression that he was overreaching. Remember what your mother always told you at the dinner table? "Sit up and pull your chair in." Don't lean forward in your chair. Your body language sends a message. Since your video shows who you are, you want to make the best impression possible.

Instead of sitting in your comfortable office chair which allows you to swivel and recline, use a stool for your video. It will force you to sit upright and you won't get that constant back and forth motion many people see when someone sits in an office chair.

Tip #2: Timing Is Everything

When you create and edit your own videos, you must understand that a viewer will not watch your entire clip if you ramble. If, after shooting your video, you realize you went on a verbal rampage with no clear line of thought, the best thing you can do for you and your viewers is to edit the garbage out.

I got the sense that this attorney was speaking off-the-cuff, which I appreciate. It comes across as more sincere and less formal. However, when you just go on and on, as here in the middle of the clip, you risk losing the attention of your audience.

When editing your video, you've got to know what to keep and what to throw away. I know. I learned it the hard way. You think every second of what you said is vitally important. Guess what? It's not.

I know what you're thinking, "These are my words; I thought of them, and I spoke them, and there's no way I'm going to cut them." Big mistake.

Watch a TV commercial tonight. Look at how quickly it transitions from one image to the next. Why do they do that? To keep the viewers' attention.

The bottom line — leave the excess verbiage on the "cutting room floor" where you can simply click "Delete." I guarantee that by making your video shorter and more focused, the more likely prospects will watch it to the end and contact you.

Tip #3: Check Your Video Before and After It Goes Live

An editor tells you to proofread, and then proofread again. A video editor tells you to watch your video in its entirety before compressing it for upload and then once online to watch the entire thing again. Why? So you can avoid having an embarrassing "Uh-oh" moment and realize what you just put out for public consumption simply doesn't work and ruins your street cred at the same time.

In Waddington's case, it sounds like something got screwed up when compressing the video to upload. Or, while editing, the sound was disconnected from the accompanying video. The point? Always, always check and re-check your complete video before uploading, and immediately after it appears on YouTube.

Just as a good video can help you, a bad video can destroy your credibility.

Tip #4: Google Is King

Search Engine Optimization (SEO) is the key to getting your video indexed by Google and other search engines. You've spent hours producing and creating your attorney video. You've edited everything just right. You adjusted the color, improved the sound and added titles and transitions to your unique message.

You're now ready to finish uploading your video to YouTube, and you enter your information into the section that says "Description." Many "do-it-yourself" lawyers fail to understand the importance of this task.

Waddington's search engine information is sorely lacking. I see lots of acronyms for military agencies, which is fine. However, there's no contact information listed except his Web address. Why make a viewer jump through hoops to get your phone number, address, or email? Make it easy for a viewer. Give it to them. They'll appreciate the effort you took to include it.

Conclusion

A good video gone bad. A good attorney with a good message who should improve the information in the description section of YouTube (you can edit this information anytime). Plus spend a few minutes on quality assurance and the next video will shine. My recommendation: Take this video off-line, and either fix it, or create a new one

To summarize, I deducted a full point for the mismatched audio/video, and 1/2 a point off for the lack of contact information. Till next time, see you on video!

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "First, TOO LONG! I started zoning at 40 seconds. This video features Michael discussing inappropriate fraternizing, which could have been summarized in a 10 second presentation. Second, the sound and video is off! I felt like I was watching a badly-dubbed foreign film. Third, he starts off with a bang, but quickly falls apart in front of a camera and starts pausing and stuttering. I give this video a D+ for effort!"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This military defense lawyer may have a good point to make about conflicts, but his video deserves a court martial. It has three main problems. First, his point gets lost as he rambles on too long about it. Second, the sound is horrible and out of sync with his lips. Last, he needs to lose the awkward and barely readable text slide he drops into the middle."

TechnoLawyer publisher and online video producer Neil Squillante says: "Michael Waddington makes a good point, but he needs to rehearse to tighten up his presentation. Some accompanying bullet points would help. Also, I half expected Godzilla to make an appearance given the poor sound syncing."

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 32 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

Live From the TechnoLawyer Party: Mobile Legal Apps (Video)

Six Don'ts for the End of Your Presentations

How Williams Mullen Capitalized on the Credit Crisis

This issue also contains links to every article in the January and February 2009 issues of Law Practice, and Law Technology News. 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 BlawgWorld: Our editorial team has selected and linked to 40 articles from the past week worthy of your attention, including our Post of the Week. Here's a sample:

Twittering the LegalTech Trade Show

Billable Hours Giving Ground at Law Firms

How Proskauer Rose Capitalized on the Madoff Scandal

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.

Watch the Video

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

I'm sure the brain-injury lawyers Jaray & Webster in Colorado Springs are good at what they do.

But watching their video, "The Law Firm of Jaray and Webster Can Help in an Instance of Brain Injury," gave me a brain-freeze — that "uh-oh" moment when you've eaten too much ice cream too quickly.

The video features a dorky animated "brain" sitting at a real conference table telling you about how injuring your brain is much worse than hurting your toe.

I just don't get it — an animated, talking brain, trying to convince a potential viewer to contact these lawyers? Give me a break. Let me get this straight ... some marketing rep convinced two intelligent lawyers that the way to attract clients is with a cockeyed animated brain? Just imagine if these guys handled medical malpractice cases involving perforated intestines. A talking colon perhaps?

When I watched the video a second time, I laughed at the ridiculousness of this animation. This video could very well "go viral" but for all the wrong reasons.

Tip #1: Creativity Is Not an End Unto Itself

Let's assume for a moment that these lawyers wanted to do something different and create an "outside the box" video. Maybe something funny, maybe a parody. Maybe they wanted to do something that nobody else has done effectively.

I'm all for creativity, but this particular video simply falls outside the realm of what a law firm video is designed to do — get a prospective client to pick up the phone and call you instead of your competitor. Instead, they created a video more likely to repel people.

Skip the cutesy animation. If you were you a potential client, would you seriously call a law firm that was cartoonish? Does this video give you "street-cred?" Did they test the video with friends and colleagues before letting it go live? Did the lawyers even watch the video before approving it?

Tip #2: Use a Lapel Microphone

The video eventually transitions into the two brain injury lawyers sitting cozily in front of a fireplace. I was hoping the video would redeem itself. Then, they started talking.

However, I couldn't hear what they were saying. Even when I turned my volume all the way up, the sound was awful. My guess is that they were using a camera-mounted microphone, instead of a lapel microphone. The problem with a built-in camera microphone or even a poor-quality directional mic is that it picks up all ambient sound. The room they were in has a distinct echo that made it much harder to listen to the sincere message they were trying to get across to the viewer.

When creating a video, always use lapel microphones. They're also known as lavalier microphones.

You can choose from two types: Wired and Wireless. The wired microphone attached to your shirt, and the wire runs all the way back to the camera to the input marked "mic." This works fine in a small video shoot. The problem with the wired microphone is that it creates a potential tripping hazzard.

With wireless lapel microphones, you also attach the tiny microphone to your shirt. The difference is that the wire is then attached to a transmitter smaller than a deck of cards, which you place in your pocket or clip to your pants.

A receiver with antennas attaches to your camera either through the mic input, or using a device known as an XLR converter. Using a wireless lapel microphone picks up your voice clearly and is well worth the investment.

Think about it this way. You're spending a lot of money to create your video. The goal is to attract potential clients. Hopefully, some of those potential clients will convert to actual clients and generate attorney fees.

If you create the video yourself, invest a few hundred dollars on a good microphone. It will pay off. If you hired a video production company, make sure they use wireless lapel mics.

Tip #3: Use Tried and True Lighting Techniques

Another problem with the second half of the video — awful lighting. Dark, poorly-lit faces did nothing to ramp-up what could have been a sincere message to potential clients.

You do not need fancy lights. You need "key" lighting which is the main light positioned at a 45 degree angle in front of you. You then need a softer light on the opposite side, also about 45 degrees from your front. This light offsets the shadows created by the "key" light.

Many people also use another light from behind the subject to illuminate, which can create a halo effect that some people find useful. If you really want to go all out, you can get a hair-light, so named because you attach it to a boom-pole above your head. The bottom line is that you need to be well-lit for a viewer to watch your video.

Remember, you're not making a Hollywood movie so you don't want dim lighting to create a mood. You want to get your message across simply and clearly.

You do not have to spend thousands of dollars. Instead, you can get a reasonably well-outfitted set of fluorescent lights, stands and poles for under $1,000.

Tip #4: Don't Forget About the Accompanying Sidebar. Google Won't.

Beyond the video, the accompanying text in the sidebar fails to identify the location of the firm or list its address, phone number, and Web site.

Again, I just don't get it. They obviously paid a company good money to create the custom animation and logo, so you'd think this company would also know enough to optimize the video for indexing by Google, YouTube, AOL, Yahoo, and other search engines.

Conclusion

So let's summarize what two well-meaning lawyers who handle serious brain-injury cases in Colorado Springs accomplished with this cartoonish video: Nothing.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "With a highly-specialized area such as brain injury, you would think these guys would put more thought into marketing! My little daughter loved Mr. Brain the Cartoon; she is 4 months old. Unfortunately, Mr. Brain the Cartoon completely vacated the seriousness of the specialty. The victims of a brain injury (and their loved ones) probably wouldn't find it humorous. I would cut the cartoon, and get straight to description of practice. You want to attract clients, not repel them — that's a no-brainer!"

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This is your brain. This is your brain on bad video production. From the tacky, wise-cracking cartoon brain to the tube-like sound quality, this video needs major brain surgery, stat!"

TechnoLawyer publisher and online video producer Neil Squillante says: "Although the use of a cartoon brain that bears a resemblance to Sponge Bob is inspired, it doesn't fit the serious nature of the cases these brain injury lawyers handle. Animation could very well set a video apart, but this law firm didn't use it wisely."

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 in the first ever issue of BlawgWorld: Our editorial team has selected and linked to 50 articles from the past month worthy of your attention, including our Post of the Week. Here's a sample:

What's the Verdict on Verdical?

Kill the Billable Hour

Video Marketing Tip: Check Your Ego at the Door

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

How to Receive BlawgWorld
Our newsletters provide the most comprehensive coverage of legal technology, practice management, law firm marketing, and electronic discovery, 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 TechnoFeature: In today's troubled times, a "jack of all trades, master of none" approach to managing a law firm can result in lackluster financial performance or even failure. In this article, Brian Johnson, president of Minneapolis firm Halleland Lewis Nilan & Johnson, discusses the importance of what he calls hyper-specialization, and shares three principles required to dominate a niche. Espousing a "deep, not wide" philosophy, Brian challenges firms to distinguish themselves from the competition by drilling down to their core competencies as a way to not only stay afloat, but to flourish.

How to Receive this Newsletter
Published on Tuesdays, TechnoFeature is a weekly newsletter that contains in-depth articles written by leading legal technology and practice management experts. Like all of our newsletters, it's free. Please subscribe now.

We made five predictions a year ago and pretty much nailed all five.

We did so because we don't make off-the-wall predictions designed to generate buzz. But we admit that predictions out of touch with reality are more fun to read because they appeal to our innate sense of wonder. So this year we present to you five realistic predictions and five predictions we would like to see but won't.

Five Realistic Predictions

1. Lots of iPhone Legal Apps

Can anything stop the iPhone? Did anything stop the iPod? No and no. Apple's competitors don't understand interface design, and interface design has become paramount in importance. That's because geeks no longer determine the winners and losers in technology. A larger class of consumers has emerged.

For example, I (a geek) bought the first iPhone. My sister (not a geek) didn't. But she bought the iPhone 3G. Similarly, she ignored iPods until the iPod mini arrived. It's deja vu all over again.

The iPhone has another advantage -- a desktop-class operating system and programming tools. That's why it will emerge as the most important mobile device for legal applications by the end of 2009.

The BlackBerry isn't going anywhere and neither is Windows Mobile. But the iPhone will be the biggest story.

2. Legal Software and Web Applications Both Win

Practically every week in TechnoLawyer you read about case management solutions. And legal accounting solutions too.

But most law firms don't use case management solutions. And many firms use QuickBooks for accounting.

In other words, both legal software and legal Web applications have a lot of room for growth without competing against each other.

Don't expect an all out war between the two camps anytime soon, certainly not in 2009.

3. Electronic Discovery Becomes More Challenging

Sorry about the downer nature of this prediction, but electronic discovery is going to get worse before it gets better.

As more litigators realize they need to deal with electronic evidence, you're going to have to deal with their ignorance. While you may benefit, it will also annoy you to no end.

On the software front, acquisitions and bankruptcies will not reduce the number of eDiscovery products faster than new ones emerge so it'll become even more difficult to figure out which product best suits your needs.

Finally, corporate counsel will continue to handle more and more of the early stage litigation work on their own, depriving law firms of the fees they once enjoyed.

4. Trade Shows Will Feel Pain But Won't Die (Yet)

What's the most expensive form of marketing? Trade shows hands down. They're also expensive to attend.

I suspect LegalTech New York will experience flat or negative attendance growth next month. If that happens, vendors may pull out of some of the lesser trade shows this year. In fact, that may happen no matter what.

But legal technology trade shows won't die in 2009. The legal technology trade show is something of an anomaly.

In the general technology industry, trade shows have pretty much died, the latest being MacWorld Expo thanks to Apple's recent announcement that 2009 would mark its last appearance. Conferences without exhibits that focus more on learning and especially networking have taken their place.

The legal market always lags. Trade shows are no exception. The sooner they die, the better. Then media companies can create cheaper conferences designed for networking.

5. Twitter Will Not Become Mainstream But Blogs Will

Remember a few years ago when the early legal bloggers told you that your firm needed a blog or else?

Many of these early bloggers have stopped blogging. Now they tweet using a service called Twitter.

They blogged and now tweet because they like sharing their thoughts with a small group of like-minded people.

The rest of us blog because Google is king. Publishing on a daily basis increases your search engine ranking and traffic.

In 2009, law firms will realize that they need to become publishers, and that the best way to do so is with a blog. Publishing on a daily basis is difficult so expect some law firms to outsource the content creation.

Five Fantasy Predictions

1. Microsoft Word Becomes a Web App

Technology pundits love to rave about Google Docs, which leads me to wonder if they've ever used it.

We use it to collaborate with freelance writers. I think it stinks.

But I love the concept because a Web-based document eliminates the biggest hassle of traditional documents -- different versions.

Who better to create the ultimate Web-based word processor than Microsoft? But don't hold your breath.

2. Matte LCD Screens Make a Comeback

I'm writing these predictions on a Mac Pro -- not because I need the horsepower, but because I need a matte LCD screen. Apple's iMac and notebooks all feature glossy screens. The same is true of most Windows laptops and all-in-one computers.

The people have spoken and I wish I could collectively slap them across the face. Who cares if the colors pop more if you're essentially staring at a mirror?

Matte screens won't completely disappear, but expect to pay steep prices for them as glossy screens continue their dominance.

3. Businesses Enforce the Use of Email Signatures

I would say that 99% of the email messages I receive don't have an email signature listing the sender's contact information.

Contrast this with our company in which I require everyone to use an approved signature in every message they send from their computer or iPhone.

Have you ever wanted to call someone who emailed you only to find you have to look up their number because they didn't use an email signature?

Try to remember that annoyance the next time you send a message without your signature.

4. Legal Vendors Offer Mac Versions of Their Software

With Mac market share at 9% now in the United States, developers have flocked to the platform.

But don't expect Mac versions of Amicus Attorney, Time Matters, Tabs3, etc.

Why? Because if legal vendors decide to devote resources to platforms other than Windows, they will focus on mobile apps and Web apps, not Mac apps.

Mac users will still benefit, however.

5. LegalTech New York Becomes LegalTech Las Vegas

Yes, I've trotted this one out before but I can't resist. We all get together in February for five days of partying, I mean networking, in a state of the art convention center.

Plus TechnoLawyer throws a blowout party attended by 500 people. And what happens in Vegas is soon seen by all on YouTube.

Not enough predictions for you? How about 32 more! Read Ross Kodner's Ringing in 2009 With 30+ Predictions.

What do you predict for 2009?

About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. Please subscribe now.

Watch the Video

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

Think you know your way around a courtroom? Jeff Roberts of the Roberts Law Firm will personally show you in his video, Jeff Roberts — Skilled Trial Attorney in Newport Beach, CA.

You may recognize the judge's chair, the witness chair, and the jury box. It's almost as if a viewer has never watched any TV ... in their life. Seriously. I hope Roberts is not really like this in front of a jury.

Here's my question: If a potential client is looking for a trial attorney online, is a tour in and around the courtroom going to convince them to pick up the phone and call you? Don't you think the viewer expects that you know where everyone is positioned in the courtroom?

"If I'm giving opening or closing statements, I will use the podium," says attorney Jeff Roberts, standing in front of, and pointing to the podium. "Myself, I am a trial attorney, and this is where I work when I'm on trial," says Roberts, pointing to the jury box. This video seems directed to the Kindergarten through second grade demographic.

What information does this video give to a potential client, and how does this "show and tell" of a courtroom distinguish yourself as a more knowledgeable trial lawyer from any other advocate in your town? Don't we all know where counsel sits? Don't we all know where the judge sits? Doesn't everyone know where the witness sits? Even if the viewer doesn't know these basic facts, ask yourself whether this information does anything to show you're the expert in the courtroom. Unfortunately, this video misses the mark by a huge margin.

Practice Tip: How to Use a Courtroom as a Prop

If you're going to use the courtroom as a prop, how about reading from some trial testimony you've recently taken? How about acting out a few lines of cross-examination in a trial you handled? Give the viewer the "set-up" of the facts of the case, and bring them directly to the point where you're now questioning the witness on the key issue in the case. Hammer home 15-30 seconds of your masterful cross-examination technique. Use this to show how you're different. Don't say "here's my chair, here's the wall, here's the door."

Not many courts would allow a lawyer to videotape within a real courtroom. It certainly would never happen in New York. If you've got the prop, use it effectively and creatively. Think outside the box, and more importantly, ask yourself what a potential client would want to know while they're on trial with you.

Here's a suggestion: When your client turns to ask you a question during the trial, and you explain to him what the judge is doing, why not put that explanation in your video? "What does it mean when a lawyer objects, and the judge says 'objection sustained'?" "What does it mean when the judge asks if you want to voir dire the witness?" "What does it mean if the jury asks for a read back of testimony?" If you are a trial lawyer and answer those commonly asked questions in your video, more likely than not, viewers will call you and not your competitor.

Practice Tip: Introduce Yourself

The camera is much too far away from attorney Roberts and the lighting is poor. I had to squint to see if it was really him talking. The audio is not that much better. There's no music, which is fine.

What bothers me the most, however, is that the attorney does not introduce himself. Yes, there's a title graphic at the bottom of the screen saying who he is. However, if your intention is to have viewers get to know you and form a bond with you while watching your videos, they won't bother to connect with you if you don't first (metaphorically) stick your hand out and say "Hi, I'm Joe the Lawyer, a trial lawyer from Smallville."

Welcome your viewer. Thank them for a moment of their time. Remember, their time is valuable too. When I produce my own video clips, I like to thank viewers for joining me in my office for a few minutes of their time. It only takes an extra few seconds, and in my opinion, makes the viewer feel like I just thanked them personally. That's the personal bond you want to try and establish.

From a performance standpoint, I will assume that this was Roberts' first attempt at video, and give him the benefit of the doubt about his lackluster performance. A bit more energy and enthusiasm would certainly have juiced up this droll 1:29 minute clip.

Every newbie has some trepidation when trying their first case, and even creating their first video. Looking back at my first video clip, I was just as stilted and formal. Only after creating my 10th and even 20th video clip, did I learn to just loosen up and be myself.

Practice Tip: Don't Promote Your Producer

The beginning of the video prominently features the production company. Another bad move for the lawyer. In my previous YouLaw video reviews I have repeatedly pointed out that there is absolutely no reason to share the spotlight with the production company you use to create your video. You should be the only one in the spotlight. If they want free advertising, let them do it with a testimonial from you, or have a small section of text after your text box. It distracts the viewer from looking for your contact information during your introduction.

Cautionary Video Tip

When creating your video, make sure you do not run afoul of your state's ethics rules. Importantly, you do not want to create the appearance of, or intend to create an attorney-client relationship with your video. Nor do you want to have a potential client rely solely on your video clip to determine what legal action (or inaction) they should take in their own matter. So far, the attorney videos I've seen (and I've viewed hundreds) have done well in this respect. Just remember, it is you who is responsible for the content in your video, not your producer. Do not let a marketing rep or sales rep convince you to add something to your video when you know it is impermissible.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Not sure why he is giving an elementary lesson in an empty courthouse, but it isn't effective. It almost assumes his clients are all idiots. Jeff also stutters over some of the lines in his script — does not come across as confident."

TechnoLawyer publisher and online video producer Neil Squillante says: "Thank you for the courtroom tour, but what about my case? Roberts looks uncomfortable plus people don't hire lawyers based on their knowledge of a courtroom's layout. Case dismissed for insufficient evidence."

About YouLaw

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

About Gerry Oginski

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

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

Watch the Video

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

In the first half of this video, Law Office of Leonard Weitzman, Family Law, Bridgewater, NJ, I was impressed with how confident, natural, and poised Weitzman was during his one man show. Yet, when he started talking about himself during the second half, I struggled not to jump to the next video.

Weitzman uses a very effective and subtle technique when talking about what you should look for when deciding on an attorney. Specifically, he mentions the need to see and hear a confident, able and presentable lawyer. He gives you this information while sounding confident, able, and totally presentable.

A potential client watching him will recognize that each of those elements are reflected in Weitzman's brief video. This technique was also used effectively when Ronald Reagan, who in 1984 was 73 years old while debating Walter Mondale, said "I am not going to exploit for political purposes my opponent's youth and inexperience." Get it? He never had to come right out and say that his advanced age was a benefit instead of a liability. Rather, he just raised it in a statement.

Attorney Weitzman had everything going for him in the first sixty seconds. He lost a full point for talking about himself during the next 60 seconds. I always advocate that rather than talk about how wonderful you are, have your associate, partner, or former client do it for you. Listen to what he says: "I'm a certified civil trial lawyer," "I'm rated by Martindale-Hubble with the highest ranking..." "When I walk into a courtroom with my client, I believe my client has the utmost confidence in my ability and my skills..." Stop saying "Me, me, me." Instead, let your satisfied client tell the viewers for you.

Video Techniques

Attorney Weitzman stands throughout the video. Not a bad idea, but he moves around a lot, which is distracting. There are also a few b-roll shots of him moving around his office and sitting in front of his desk.

Lighting: Barely adequate. The background is poorly lit and he is standing in front of a greenish/brown wall which never makes anyone look good.

Sound: Adequate

Set: A wall in his office.

Practice tip: If video taping in an area that does not have natural lighting, make sure a light is pointed behind you toward the wall to illuminate the background. This way you'll look better, and there will be more contrast between you and the wall. To create even more contrast, have a light from behind you point to your back.

Makeup: Cannot tell.

Music: Mild, soothing background music. Non-intrusive.

Length: 2:06 minutes. Ditch the self-lauding, or include a client testimonial within your video and you'll gain back that one full point for a TechnoScore of 4.5 instead of 3.5.

Script: Appears well rehearsed. Not scripted, at least not that I could tell.

Performance: His performance was excellent. From this video, I have no doubt that Weitzman is knowledgeable, able, confident and knows what to do in a courtroom.

Practice tip: Don't make a sales pitch. Weitzman tells viewers to "Please contact my office for an appointment. I continue to offer most consultations for no charge." However, he does not explain why they should call for an appointment.

In the initial segment of his video, he does a great job explaining what to look for in an attorney. However, the call to action for an attorney video is to provide viewers with more information. That's the carrot that will entice them to pick up the phone and call. Simply telling them to call, without telling them why misses the key reason to make the video in the first place.

Sidebar: The copy in the sidebar contains two paragraphs about his philosophy of the practice of law and the areas of his practice. OK. I get it, but there's no phone number anywhere in the text. If you tell viewers to call you in the video, why make them search for your Web site url, then have to click on it, and then scour your site for your contact information? A better practice is simply to list your phone number in your copy. Weitzman lost half a point for this mistake.

Conclusion

Weitzman makes a compelling argument for what type of attorney to look for when searching for a family lawyer online. His appearance and demeanor speak well for his legal abilities. My advice: Tweak the video, improve the lighting, incorporate a client testimonial, add your phone number to the sidebar copy, and give the viewer a real reason to call you. Then you'll have an excellent attorney video.

The Back Bench

Certified Family Law Specialist and online video producer Kelly Chang Rickert says: "Leonard is very charismatic, and the video clearly conveys that. He is articulate and personable. Nice touch on using clients in the video. I would cut the length of the video about one minute, but otherwise, very nicely done."

Lawyer, journalist, and legal media consultant Robert Ambrogi says: "This well-done ad demonstrates the power of video is to personalize its subject in a way that no static Web site or brochure ever could. The lawyer's demeanor -- at once confident and modest -- is enhanced through artful editing and transitions."

TechnoLawyer publisher and online video producer Neil Squillante says: "After a strong opening argument, Weitzman fails to prove his case (why you should hire 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 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 November 21, 2008 to Fat Friday: STI President Dan Berlin responds to a recent Post about importing historial data from one billing system to another, Sagi Shaked provides four helpful tips for lawyers looking to share office space, John Heckman explains why document management is indeed the "killer app," Ronald Cappuccio shares his thoughts on state regulation of CLE, and Daryl Martin spots another flaw in one of our law firm video reviews. Don't miss this issue.

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