It’s Not Often I Get to Create an Attorney Video Headline that Says “Baby’s Head Decapitated During Botched Delivery”

Gerry’s headline for an educational attorney video

But I did…

I created that headline while at a legal marketing seminar on the morning of the second day.

The story had broken in Missouri the day before the seminar started. I was itching to create an educational attorney video about that hot news item but just couldn’t get the time (or the energy, or the right location) to shoot a quick educational attorney video on that topic. I did however create a blog post, an article and a FAQ in the interim.

However, after waking early and working out the next morning, I grabbed my camera gear (don’t you go away to seminars and vacation with all your camera gear like I do?) and set up on a beautiful balcony overlooking the hotel and started shooting.

It was cold outside. 43 degrees.

It was tough to get my camera settings and the framing of my shot just right.

I had only ten minutes to shoot this attorney video. I wanted to get downstairs to begin the second day of great lectures at this marketing seminar.

The headline was the only thing I was focused on.

When I pressed the ‘record’ button, I kept flubbing my words. I knew what I wanted to say, but my headline just wouldn’t come out right. I tried it about six different times before I finally got it right.

The headline you see above “Baby’s head decapitated during botched delivery,” turned out to be the result of six frustrating attempts to create a compelling headline.

I’m writing this in December 2012, and as of today, this video has been viewed on YouTube 1,075 times (all organic…no artificially inflated video views here) and has been watched approximately 475 minutes. Watch the video for yourself and see if the headline would grab your attention.



Remember, when creating compelling headlines, you must always be mindful of your ethical obligations as an attorney. You must always conform to your state’s ethics rules. However, that does not mean that your headline cannot be interesting or compelling. Just needs to be truthful.

Given the fact that most attorney video headlines are really boring, it can be challenging to create an exciting and really interesting headline that will get a viewer to immediately wake up and take notice…like the headline above.

I think people are watching this video for their morbid fascination about what’s contained within the title, expecting to see something more. What do you think?

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Gerry – I can’t thank you enough for guiding me through what would have been a disaster had anyone but you been behind the camera. My power point slides somehow disappeared from my laptop when using the hotel wireless internet … or maybe it was my “fat finger.” In any event, I knew the stuff because I had been giving public seminars on the content for years. But I tend to freeze without a visual cue. So, without visual cues, the day could well have been a huge disaster. While my practice niche is Elder Law, not PI or MedMal, you were like a football or basketball coach; despite my usual stumbles without visual cues, you were successful in getting me to go beyond the stumbles to a successful video shoot. Many thanks for your coaching!

Richard Habiger