CREATING ONLINE VIDEO FOR LAWYERS- Part 7


By Gerry Oginski, Esq.

SOME LAWYERS ARE WORRIED AND SCARED TO GIVE AWAY FREE INFORMATION

I have spoken to lawyers who feel that they need to hold onto their legal secrets and only want to release those precious secrets if the potential client comes into their office and pays them a consultation fee. A trusts and estates attorney told me that it is her policy not to talk to anyone on the phone about their problems. Instead, she makes these potential clients make an appointment to discuss their legal issues. This way, she makes sure they pay a hefty consultation fee before giving any information away. “I don’t give free consultations like you do in accident and injury cases,” she told me. Those same lawyers do not want to give any information away for free for fear that a potential client may rely on the information to their detriment, or for fear of losing a consultation fee.

That way of thinking is so contrary to the internet’s purpose. It’s penny wise and pound foolish.

Think about this:
As a lawyer, your job is to provide information. Every day you give information and determine how the facts that a client gives you will apply to the law in your specialty. You interpret the law and give advice based upon the specific facts in your client’s case. Re-read this paragraph again. Your job as an attorney is to give information and provide legal counsel. You are an educator! You educate and enlighten these clients. Now, carry this over to online video. The primary purpose of creating online video is to educate potential clients.

Those lawyers who think it’s beneath them to give out “free” information on their websites or on video lose the incredible opportunity to educate potential clients. They give up any chance that a website viewer will call them instead of their competitor. Those lawyers who fail to give information away lose the chance to get these viewers to come to them for legal help.

If you provide a viewer with the idea that you have the information they want, they will call you. How do you give them this idea? Not by telling them you have the information they want, but by giving them the information they want. Otherwise, I guarantee that website visitor will go elsewhere.

With my videos, I decided to give viewers information that they want to know. Not what I think they should know.
Caveat: You do not want to create an attorney-client relationship with your website visitor. Nor do you want to give legal advice that they may rely on to their detriment, or that may not apply to their case.

So what do you talk about?

The process. Viewers eat this up. They love learning about how lawsuits work. They love hearing about your success stories. They love listening to a happy client explain how great you were during their trial. Client testimonials, if done according to your State’s ethics rules, are powerful video tools to get a viewer to call.

Don’t believe me? Think about the last time you went online to research a new car, TV or electronic product. Didn’t you check the online reviews before deciding to buy? If many people were raving about how great a product was, didn’t you feel more comfortable making that purchase because impartial third-parties were giving you their opinions about the product they bought? You certainly believe their opinion more than the company brochure telling you how great their product is.

Have you ever thought why magazines and websites that review products and services do so well? Because potential customers look to see what others who have used and tried these items think. The same holds true with a satisfied client. If a website visitor sees that you have ten satisfied clients on your website extolling how wonderful you are and what a great trial lawyer you are, I guarantee you that those impartial testimonials will have greater effect on a viewer than you telling them how wonderful you are.

Join me for the next installment when I discuss why traditional attorney advertising simply isn’t good enough anymore.

About Gerry:
Gerry Oginski is a New York medical malpractice, wrongful death and personal injury trial lawyer practicing law in the State of New York. He’s been in practice since 1988 and has currently created and uploaded over 120 educational video tips on medical malpractice and injury law for consumers to view.

Gerry is a prolific writer and in addition to publishing informative articles online, he is an “Expert Author” at www.Ezinearticles.com, and writes a regular column called YouLaw, devoted entirely to evaluating lawyer videos.

Potential clients call Gerry after watching his videos, not only to thank him for providing the information, but asking for more.
Gerry is available to help you create your educational online videos and can be reached at 516-487-8207, or lawmed10[at]yahoo.com.

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Testimonials

During the videotaping, you would stop and correct us when we needed correcting. During the videotaping, you let us go along on topics that you felt were interesting that may not be direct to the point but would capture our audience. When we were shy a topic, you threw one out at us. When we needed to be given direction, you gave us that direction. I can only say to anybody who’s considering Gerry Oginski for this process, that there should be no one else that you should consider.

Andrew Siegel
Siegel & Coonerty, LLP