4 Steps To Create Great Attorney Video

  1. Start with an idea
  2. Figure out why someone would want to learn the information you have
  3. Create an interesting story using that information
  4. Edit your story, then edit again

That’s it. A simple little four step plan to create great video.

You might be disappointed if I just stopped there, right? Well, I almost did, but I knew I’d get replies like “What was that?”

“You didn’t finish…”

“You didn’t tell me anything I didn’t know…”

“I don’t understand…use a real example.”

Ok, here’s a real example.

I just finished a trial and was so pumped up on the way back from court that I realized not many people use attorney video to explain trial practice to consumers. Sure, we all watch court-related and law-related shows on TV and in the movies. But ask your friend if he really knows what “Objection sustained” means. Ask if he knows what “Res Ipsa Loquitor” means. Most will not.

  1. MY BRILLIANT IDEA: I had a great cross-examination of a doctor during my trial. Why couldn’t I re-create part of it to show my legal brilliance (I’m boasting here since there’s nobody here to do it for me, so don’t think I’m getting all cocky. Besides, I won the case and got an incredible verdict, $1.5 million, in an extremely conservative venue.)
  2. VIEWER APPEAL: When you have an idea, you must ask why someone would want to know that information. Importantly, is this information that they readily have access to? Is this something that most people know? Is it something that I have a special expertise in? I asked the question “Would a viewer want to see/hear about a real-life cross-examination that was highly favorable to my case?” In my case, the answer was “Yes.”
  3. TELL YOUR STORY: It wasn’t enough just to give a textbook lesson on what is effective cross-examination. Nor did we have video cameras in the courtroom to capture my magnificent legal oratory and piercing, jello-quivering response I hoped for with this doctor’s cross-examination. (You know that never happens, right?) Anyway, you’ve got to tell your viewers a story about your idea.
  4. EDIT, EDIT & EDIT: You’ve got a great idea for a video. You came up with a wonderful story. The only problem is that it took you 8 minutes to tell it. (Imagine hearing a basketball game buzzer going off at the end of the game.) Edit your story down to bite-size chunks. Nobody wants to listen to your 8 minute story, no matter what result you achieved, or what a brilliant lawyer you think you are.

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Gerry, I've read your book and watched at least 100 of your videos, and follow your blog, so "I feel like I know you already!".

I wanted to introduce myself, I work for an attorney, David Aylor, in the Charleston, SC area. I do all his in house marketing, and most recently have focused on video marketing, using your approach.

We started exploring the strategy last July, started filming by September, and published the first video to YouTube Nov. 1. I am now publishing 2 videos per week and the response had been great.

I want to share with you how we have be utilizing the material on Facebook, to build a community of "friends" of the law firm. These are previous clients, referral sources, friends of the staff, other attorneys, new media (radio, TV, and print) as well as other prominent folks in the community.

I really was against the idea of Facebook marketing at first (because I think there's alot of hacks and snake oil salesmen in the "social media/SEO marketing" world). But I was very wrong, the content we are creating is being liked, shared, and commented on, and Facebook's strong community platform (and it's EdgeRank algorithm) is giving us a great way to keep our "inner circle" close to the office, and relevant in the minds of them and their friends.

This was the first video we posted to Facebook-
"Can My Facebook Profile Be Used As Evidence In Court?"
95 likes, 25 comments, 27 shares

The local NBC anchor actually saw it in his Facebook feed from a friend sharing it, and interviewed David Aylor for a 6 o'clock news story on Social Media and Privacy in the legal system. (you can see here if you'd like http://bit.ly/VyALj4)

I would love to show you more about how I'm strategizing these videos for YouTube use as well as Facebook now. I think there are definitely some areas of practice and law firms that it wouldn't work for, but I'm sure there are a bunch that would benefit from it.

Thanks for all you do, and I hope I get the pleasure of meeting you soon!

David Haskins