CREATING ONLINE VIDEO FOR LAWYERS- Part I


By Gerry Oginski, Esq.

Benefits of Video

Have you noticed how many lawyers are putting video on their websites?

Have you seen law firm videos on YouTube?

Have you seen the statistics of people who search for an attorney online?

Have you recognized the potential that online video has for you and your law firm?

Online lawyer videos are becoming the gold-standard in establishing your presence on the web. Why? Most viewers want to get to know a lawyer before calling you. Video allows a viewer to see, hear and decide for themselves whether they like you.
Lawyers who fail to recognize the potential for marketing themselves with online video lose the ability to get new clients with this innovative tool.

Lawyers who fail to recognize the benefits of attorney video lose the chance to have hundreds and thousands of viewers get to know them, without paying one dime more if 1,000 people watch your video or if 10,000 people watch your video.
Lawyers who fail to recognize how powerful online videos have become are practicing law in the stone age. Just look at how many views silly little video clips amass: “Puppy runs into mirror: 65,000 views,” “Jeff Dunham, comedian, has a 10 minute bit with Ahmed the Terrorist: 65 Million views.” Here’s one of my own, “Questions Not To Ask at a Deposition: 11,000 views.” Most lawyers fail to see the incredible reach that an attorney video can have.

Technolawyer editor Neil Squillante had this to say when comparing one of my videos to another lawyer’s video: “Winner? Oginski by directors verdict!” The video he reviewed was “Questions Not to Ask at a Deposition.” Here’s the link to watch it: http://blog.technolawyer.com/2008/04/abraham-watkins.html

Another benefit to getting in on the ground floor with online video is better positioning in the video search engine results and improved website ranking on Google.

Lawyer frustration

I know many lawyers who are frustrated and unhappy with their websites and their lack of calls generated by their sites. Many lawyers believe that by putting up a fancy looking website, spending $10,000 to $25,000 for a website with flash animation and cool looking pictures, will get potential visitors to call. Guess again. Those lawyers who have been ‘encouraged’ to part with their hard-earned dollars for these fancy websites have broken the cardinal rule of advertising. What rule is that?

DON’T FOLLOW THE PACK.

What do I mean?

Here’s a great example:

If you’ve done any yellow pages advertising, you know the rep comes in each year and tries to get you a bigger ad than the previous year, a more colorful ad, and maybe even a double-truck (two page ad), or if they’re really lucky a four-page ad. When you ask the yellow pages rep what the best design for your particular company is, the response is usually “We have a design team in-house, and they’ll design something great for you.”

Now, go to any yellow pages book. Open the section to “Lawyers” and study each ad. For the personal injury lawyer ads, ask yourself “What makes this ad different than any other ad?” I guarantee that if you took the names of each law firm off their ad, and interchanged them with any other ad in the personal injury section, you still couldn’t tell the difference between one law firm and the other. Thirty to forty pages of ads, all designed by the same people. The ads all say the same thing. They all scream at you. If you, an experienced lawyer cannot distinguish one law firm from another, how do you expect a potential client to know the difference?You made the cardinal mistake of entrusting your ad to a marketing rep. Don’t feel bad. It happened to me too. And it happened to many other lawyers in New York.

PROMISES MADE

When websites started to flourish online, opening up new marketing and revenue streams, along came new marketing reps for website companies. What were they selling? New, fancy websites! Great colors, wild templates. “Come sign up with us…clients will call…spend lots of your money…really, they’ll call.”

Soon, every lawyer in every specialty had a website. First, it was just a one-page website. Nothing more than your contact information. Then it was a five-page website, then ten, then twenty, and on and on. “OK,” you say. “What’s the point?”
The point is, just like with the rampant [useless] yellow pages ads, where a potential client was unable to distinguish one law firm from another, many lawyer websites suffer the same problem; an inability to distinguish one lawyer from another.
Think about it. If a potential client goes online and looks for a particular attorney in a particular town, what do they do? The majority of people will do a Google search. The reality is that if your site is not coming up on the first or second page of Google, it is highly unlikely someone searching for a lawyer in your specialty will call you. Keep in mind that there are a limited number of spots on that first page of Google.

Let’s assume for a moment that you are on the first page of Google when someone searches for “New York Medical Malpractice Lawyer.” That viewer is now going to click on some or all of those websites. Now ask yourself this key question:
“How will a viewer be able to distinguish your law firm from another based solely on your website?”

PRETTY PHOTOS ARE NOT THE ANSWER. Find out what the answer is in the next installment of this article.

Virginia Personal Injury Trial Lawyer Ben Glass says, “I teach marketing to lawyers all over the country. Gerry Oginski is one of the few lawyers who really ‘get it’ in terms of taking creative marketing ideas and combining them with the latest technology in order to “start a conversation” with potential clients.

Its no longer good enough to just have a message that you ‘shout’ out to consumers via the Yellow Pages, TV, Radio or the Internet. The big edge that Gerry has over his competition is that his style of marketing allows consumers to get to ‘know’ him before they even pick up the phone. His use of video on his website is amazing. What is even more incredible is that while some website ‘marketing vultures’ are charging upwards of $30,000 to ‘put lawyers on video’ Gerry has learned how to do this on his own. I can’t tell you how valuable it is for Gerry to be dominating not only the search engine terms for “regular” web marketing but also to be all over YouTube and other video sites with his messages.

Lawyers who are frustrated with their own marketing efforts and who feel victimized by those selling the marketing would do well to check out what Gerry is doing and, if he has the time, take him to lunch to ‘pick his brain’. Those who fail to figure this out and continue to rely on the ‘HOPE’ method of marketing (i.e. “I hope I get another case”) are running a real risk of being overrun by those using the newest, effective and efficient lawyer marketing techniques.”

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.

Tweet about this on Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Testimonials

Gerry is really a master of Internet marketing and an authority on effective lawyer video marketing. I highly recommend Gerry if you’re interested in custom law firm video to successfully build your practice.

Debra Feinberg
Get New York Lawyers