If I were someone who had never created video before and I was inundated with all these video experts and gurus online telling me how easy it is create video to market my practice, I would be confused beyond belief.
I know plenty of “experts” who claim that by using a flip camera or a Kodak Zi8 or your WebCam you can create professional looking video that will get potential clients to call. They promise how easy it is by simply pressing the record button and then pushing the “Upload to YouTube” button in order to generate those calls. Those same experts tell you that you don’t need professional lights since you can use something in your home or you can make your own for a few dollars.
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As an attorney, you have lots of marketing choices. Let’s go through each one to determine which one has the best return on investment (ROI).
* Yellow pages
* TV
* Radio
* Classified ads
* Display ads
* Billboard
* Online
Yellow pages: This is the standard-bearer for lawyers for the last 35 + years. When was the last time you looked in the yellow pages to find a business or service? Do you even have the books anymore? The only people I know who still keep those paperweights are folks who do not have internet access. The reality is that this method of marketing has become less and less relevant with the proliferation of unlimited information online.
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It’s simple if you know which camera to use out of the hundreds on the market, and new ones coming out daily. Sure it’s easy if you know which microphone to use; a wired microphone, a wireless microphone, or a shotgun microphone. Sure it’s easy to light up your room with your overhead lights. Are those tungsten lights? Are they fluorescent? Are you using natural light? So many options and so much confusion.
Which hardware do you need to upgrade? Is it the RAM memory? Is it the graphics card? Is it the external hard drive? Which video editing software should I use? Do I need to spend $750-$800 on Final Cut Pro when I don’t even know how to get the video footage off my camera and onto the computer? Can I get the Sony Vegas free trial?
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Dave Kaminski talks about 3 Keys To Success With Web Video. He’s right on target with his mindset and I totally agree with him that worrying about what equipment to use is nowhere near as important as what to talk about and implement.
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What’s more important to you? Accumulating CLE credits or learning how to improve your bottom line and convert online viewers into callers?
Don’t get me wrong. I like listening to boring CLE lectures as much as the next attorney. I’m required to rack up a certain number of CLE credits each year, just like you. I like having the same speakers talk about the same trial tactics seminars I’ve been listening to for more than 21 years. Don’t get me wrong…I’ve learned a lot from these attorneys. I’ve also gone to ‘marketing’ seminars put on by the bar associations with these same personal injury and medical malpractice lawyers. I honestly can say that I have not learned much there. I wish someone had instead directed me to Dan Kennedy and Bill Glazer (direct response marketers that teach other people how improve their bottom line).
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Dave Kaminski of Web Video University does an excellent job of reviewing the Canon t2i DLSR camera. Here’s my question:
You’re an attorney who wants to create video. You want a camera that will last for years. You want the latest technology. You don’t want to spend a fortune. The choices of video cameras are overwhelming. SD or HD? Hard disc or tape-based? Pocket Flip camera or Kodak Zi8? $500 camcorder or a prosumer model costing $1,500?
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PRODUCTION
This is it. The video shoot. A team of people come in and take over your office. They’re setting up lighting, setting up their video camera, plugging in electrical devices, setting up sound equipment and microphones. If they’re really good, it will take them about 20-30 minutes to set up their equipment. It takes me 10-15 minutes when I do my video shoots.
Then there is the calibration of lighting and sound checks to make sure everything works properly. You must do a white balance calibration in order for the camera to know what is really white. The camera then adjusts all other colors accordingly. If you do not set your white balance, I guarantee your video will come out dark and the results will be poor.
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“What?!”
“What do you mean it doesn’t work? Isn’t that what you’ve been preaching about for the longest time?”
Yes I have. But I have a secret. A secret I do not want to share with my competitors. You see, the reality is…
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In today’s YouLaw, we look at Tennessee trial lawyer Rob McKinney who gives viewers an overview of what they need to ask when looking for the best DUI attorney. The video is 3:25 long, and at times appears drawn out. However, Attorney McKinney offers great content for viewer trying to figure out who they should hire. Experience is the obvious first answer. He talks about how important it is for the attorney to have a mastery in the science of a field sobriety test, the breath test, and the blood alcohol test.
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Do you?
You know how to press “Record” on your flip camera, right? You know not to shoot in low-level light, right? You know not to use your on-board microphone, right? You know how to set your white balance, even on your little handy video camera like your Kodak Zi8, right?
Excellent. Then why aren’t you creating video to market your law practice? If you are, why aren’t those viewers calling your office? What are they waiting for, a personal invitation? Are your viewers really expecting you to reach through the computer screen and physically pull them into your office? Get real.
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