Don’t Create Attorney Video For Cases You Don’t Want to Handle

Dental Implant

That seems like a strange title, doesn’t it? Especially coming from someone who creates lots of attorney video on a frequent and regular basis.

Let me explain.

A few years ago I was handling a very significant dental malpractice case here in New York. It involved a gentleman who had all of his remaining teeth removed and then had 20 dental implants inserted in one office visit. Needless to say, the treatment rendered by this “implant specialist,” was less than stellar. In fact it was awful. As we were scheduled to begin jury selection, I was able to settle this case for a very significant six-figure number. This was highly unusual for a dental malpractice case here in New York.

I created an attorney video called a “Dental Implant Horror Story.” (It was shot in standard definition and the audio is less than ideal.)

The reality is that most dental malpractice cases tend to have limited value and I do not handle 99.9% of them.

It turns out that my video sort of went viral, for an attorney video, and has generated close to 60,000 organic, natural views. It has also generated lots of comments. It has generated lots of calls and e-mails to my office.

The problem is that there are very few significant dental malpractice cases. As a result of creating this video I inadvertently opened up the floodgates for dental victims with minor disputes. I don’t want those cases.

Of course I could always remove the video and not have to deal with the calls and emails. However, I should mention that this video has generated valid cases that I have taken on. To really take this full circle, you need to watch the testimonial below that this gentleman gave me recently. It’s remarkable.


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One Response to Don’t Create Attorney Video For Cases You Don’t Want to Handle

  • Barry Doyle says:

    What a great testimonial. So great that you were able to help that gentleman, especially in light of what happened to him shortly afterwards. What a nice reminder of the value of testimonials, but more importantly the good we do for our clients.

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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

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