Why 99% of All Attorney Videos Lack Passion

A bird of prey with passion for dinner!

A bird of prey with passion for dinner!

If you were standing in front of a jury making an opening argument, and you lack passion, you’re bound to lose your case no matter how good the facts are.

If you fail to show your passion, your viewer will eagerly go elsewhere because they will be bored out of their mind watching your drivel.

An attorney who deals in the most complex minutia of legal niches would be well advised to show some excitement and passion in what is otherwise a boring topic.

One of the key problems I see over and over again with attorneys who create educational video is that they have a total lack of interest and passion. They create these marketing videos for a number of key reasons including wanting to follow the crowd and because they’ve heard stories that videos actually can work and attract new clients if done correctly.

The problem with these “me too” attorneys and the video companies that create these videos for these “me too” attorneys is that they fail to motivate, encourage and ignite passion into the attorneys who are creating these videos.

That’s a fact. I see it repeatedly.

You can tell when an attorney has a true passion for helping his clients. You can tell when an attorney loves what he does and loves getting out a great message. On the other hand, you can immediately spot the fake. You can immediately spot the attorney who’s obligated to read something from a Teleprompter because his video company tells him this is what he needs to read.

Imagine reading closing remarks to a jury…

Imagine if you were standing in front of a jury giving closing arguments and you are asked to read closing arguments for the plaintiff without ever having seen them before. You spend 99% of your time looking down at the text because of your unfamiliarity with the content. How much passion can you expect to show to the jury during a recitation of this unfamiliar material?

The jury will know immediately if you are uninterested.

The jury will know if you just don’t care. The jury will know if you’re doing this from memory just to get through it. On the other hand, they will know immediately if you have passion. They will know immediately if you truly believe in your client’s cause.

The same is true in an educational video. Your viewer will know immediately if you are passionate. Passionate about the content you are trying to teach your viewer. A viewer will know if you are uncomfortable. A viewer will also know if this is staged.

99.9% of attorneys who create video today using a video company are directed by someone who is not an attorney. They are directed by someone who is not a trial attorney. That’s a fact. How do I know this?

Simple. I happen to be the only practicing trial lawyer in the country who helps other lawyers create great educational videos. There is no other video producer who creates videos for attorneys who is a practicing trial lawyer. None.

Saying you have passion isn’t enough…

You can say that you have passion, but unless you demonstrate it, nobody will believe you.

A perfect example is General Shinsecki, the former head of Veteran Affairs. During recent congressional hearings about the veterans who were delayed medical care and treatment the General expressed his outrage to the congressmen questioning him.

He was outraged at what people in the veterans hospital system did to manipulate the statistics of when veterans were actually receiving medical care and treatment.

However, his outrage was never demonstrated to the congressmen. He said it in the most polite of tomes, and I paraphrase here, ‘I am certainly upset and outraged at what happened and if I were not in such dignified company, I would have harsher language to use’.

The proper response should have been have been appropriately angry and screaming tone “Those bastards’ heads are going to roll and this should never have happened!” Yet, he failed to show any compassion whatsoever.

Remember Mike Dukakis and how exciting he was?

For those of you old enough to remember watching the presidential debates where Michael Dukakis was asked a horrific question  about a hypothetical tragedy that might happen to his wife, he was asked what he would do in that situation.

In typical political fashioned and in typical boring response, he gave some theoretical answer in the most monotonous tones. What any human being with a pulse would have done would’ve expressed immediate outrage and started yelling at the questioner about what a stupid question this was and how offensive it was.

Instead,  Dukakis expressed no compassion whatsoever. His lack of passion was one of his dramatic downfalls.

Who teaches these attorneys?

The attorneys who create video often rely on their video producers to help teach them and direct them about not only what they need to create but how to present their information.

It’s one thing to tell an attorney they need to be passionate about their subject matter. It’s another to be able to show and teach attorneys how to become passionate on camera. It’s not sufficient to simply get excited and start using hand gestures to express your passion.

If your video company has not helped guide you and showed you how to use passion effectively, I strongly suggest you look elsewhere for someone who can help you ignite your passion, motivate you, light a fire under your butt and be able to express your passion in each of your videos so that your ideal client and consumer immediately recognizes you have what they want.

To learn more…

If you want to learn more about what I do and how I help attorneys with their video marketing each and every day, I encourage you to reach out to me at 516-487-8207 to see if we’re good fit. As a practicing trial attorney who uses these same exact strategies each and every day, I have a little bit of experience with this topic.

At present, I have over 1200 videos to market my solo medical malpractice law firm in one of the most competitive markets in the country. I’ve also had the benefit of helping attorneys create over 3000 videos to market their law firms. Over the past 8 years, my simple little videos have generated $8.6 million dollars in settlements from valid cases. (Ask your video guys if they’ve been able to do the same.)

If you think I might have a few ideas on how to help, then stop dillydallying and pick up the phone and call. That’s the only way I can help…516-487-8207.

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Gerry-- This is truly one of the BEST videos explaining this little known fact I have EVER seen produced by a personal injury attorney! Well done!

Stephen Fairley
Rainmaker Institute