I was on a conference call last week with a guy who is a professional videographer. During the call, he repeatedly tried to imply that the only real way to create attorney video is with a “professional videographer.” He emphasized that professional video companies use “green screen” techniques and know exactly how to format the video in order to properly upload it to various video sharing sites. Despite the fact that I am a full time medical malpractice and personal injury attorney practicing law in New York, and have tremendous experience creating attorney video, I had to agree with what this professional video guy said. In fact, I think it would be outrageous if a professional video company did not know how to create green screen effects, and did not know what formats to compress the video in order to properly upload it online.
However, here’s what I disagreed with:
Green screen techniques are virtually useless for attorneys. If you are not familiar with what green screen is, I will tell you. It is a large green screen that appears behind you while you are being videotaped. When editing your video, you can replace that green screen with a fancy picture or moving graphics. This gives the impression that you are your taping your video in a different location than where you really are. This effect allows weatherman to show those beautiful computer graphics you see on the news every night. It allows you to put in a nice background picture showing that you are standing in front of the courthouse or some other legal icon.
The problem with green screen is that it is cumbersome, and very time-consuming for the person editing the video. Every person who creates video should know how to use green screen techniques. But, that does not mean that it should always be used. Nor does it mean that an attorney who fails to use green screen is creating an unprofessional video.
The problem for most web video companies that create attorney video is that the people who are creating your video are typically not lawyers. As a result, they may not have a good understanding of exactly what your ideal client looks for when searching for a lawyer online. This is crucial to developing the content necessary to establish a bond and create trust with your viewer. A viewer does not care what’s in your background. Rather, they care about your content. In fact, many video companies simply “don’t get it” and continue to create attorney videos by using the same formula they use to create videos of other products and services.
One of the first attorney videos I ever created was a video I made with my built-in web cam on my Mac computer. It was a six minute video describing how to hire a medical malpractice lawyer here in the State of New York. Looking back on it, it was a horrible video. The lighting was poor, the quality was poor, my face was literally 10 inches away from the lens, and the sound was not very good. However, viewers called because of that particular video. They weren’t interested in the quality, nor of the particular technique I used, but rather in the content that I was providing to them. Was this a professional video? Definitely not. Did I take it down? Nope. I use it to remind me of where I started with video and compare it to my current crystal-clear videos today.
Obviously, you want to create the best looking videos possible so that your viewers are focused on your content and not the quality of your video. The next time a web video company stresses how important it is to to only use a professional video company, remember that it is not the quality that reigns supreme, but rather your content.
Have a great day!
Gerry is a New York medical malpractice and personal injury trial lawyer in practice for over 20 years. He has produced and created over 170 educational and informative videos to help consumers understand how lawsuits work in the State of New York. If you want to see how Gerry has used video to promote his own practice click here.
Gerry created the Lawyers’ Video Studio to help laywers get onto video. If you’re interested in getting started with creating video to market your legal services, I strongly encourage you to explore the articles here in the Lawyers’ Video Studio. I also welcome you and invite you into the Lawyers’ Video Studio group on Facebook. If you need some guidance creating your own video, I now offer consultation services on an hourly basis. If you want a turn-key system where I do everything for you except appear on camera, I can do that for you as well. I encourage you to call me at 516-487-8207 or contact me by e-mail at email@example.com.