The lawyer’s quick start guide to creating great video

Gerry Oginski, Esq.

  1. Choose your camera
  2. Choose your microphone
  3. Choose your lights
  4. Upgrade your computer hardware
  5. Become proficient with using video editing software
  6. Upload your video to your website and video sharing sites
  7. Tell the world about your new video

That’s it. You’re done.

Simple right?

Sure 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 halogen or 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?

Do you know how to edit your video? Do you know how to create transitions and graphics? Can you add music? Color correct your video? Correct the audio? Turn single channel audio into stereo?

Do you know what settings your video needs to be in in order to create 16 x 9 aspect crystal-clear high-definition video? It’s simple if you know how.

I see these so-called experts online telling you how easy it is to create video by using a simple little camera and uploading videos directly to YouTube. What these experts don’t tell you are the hundreds of steps necessary in order to create great quality video.

Most importantly, what these video experts don’t tell you is what content to create as an attorney that will interest your viewers. Nor do they help you understand what content will convert an online viewer into a caller. It’s not simply putting up  a call to action that says call me.

So you’ve decided to start creating attorney video. Good for you. You now have hundreds of choices to make. First is your camera. How much do you have in your budget? You can spend anywhere from $125-$5000. Next you get to choose your microphone. But the cost ranges from $20 for a wired microphone to $1500 for a top-of-the-line wireless microphone system. Then you get to choose your lighting equipment which can range from a do-it-yourself project to hundreds or thousands of dollars.

Your video editing software can range from free windows movie maker to a free trial of Sony Vegas to iMovie if you have a Mac to final cut express or Final Cut Pro. Again your choices are limited only by your budget.

Once you have all the equipment, including the software and hardware, you now have to learn how to use all of them effectively. Either you need to spend hundreds of hours learning through trial and error, or take classes that teach you how to use each of those things.

Four years ago, when I first started creating video to market my law firm, there were no attorneys anywhere in the country who were helping other lawyers create video to market their practices. When I recognized how important video was I had to go outside of my comfort zone and look to experts in the video field to learn how to create effective video. I was hungry to learn how to create it since no one else was doing at that time. I would’ve paid thousands of dollars to have someone do it all for me so I didn’t have to spend the time and effort to learn how to do it myself.

Years ago, companies that created video for attorneys would shoot only one video as an “introductory video,” where each video was all about the lawyer. “I’ve been in practice for 25 years and here are my credentials…”

Every one of those ‘me, me, me’ videos lasted only 30-60 seconds. They did nothing to distinguish one lawyer from the next. The video companies convinced these lawyers that the novelty of having an introductory video on their website would get viewers to pick up the phone and call. Wrong. Many of those websites were not being found in the search engines organically. If no one could find your website, then your video wouldn’t be watched. Even if someone did somehow find your website, the video was not compelling enough to get your viewer to call.

In case you missed a blog post I did a few months ago about Martindale Hubbell, they create a single video of no more than 60 seconds for a price of $3000; but you must be a member of their directory in order to take advantage of their “special offer.”

So what is the answer? Do you really need to spend hundreds of hours learning how to do all this stuff? Do you really want to become a video expert, a videographer, a video producer, a video editor and a video distributor? If you do, I congratulate you. But if you do, what will your existing clients think when you’re spending more time working on video instead of helping them solve their legal problems? What will your family think when you’re spending all your free time in front of the computer learning how to edit instead of reading your kids a bedtime story? What will your spouse think when you’re up in the middle of the night e-mailing different software companies questions because nothing’s working the way it’s supposed to?

Thankfully, I have a solution. It’s taken me a few years to create the solution that helps lawyers create great quality video without having to learn how to do any of it. Importantly, there is no other video production company in the country that teaches lawyers what content to create that will compel viewers to pick up the phone and call you.

The total online video solution for attorneys is the only place where you have an experienced medical malpractice trial lawyer who’s also an experienced video producer help you create the content that you need that will compel viewers to pick up the phone and call you for more information. That is your goal. I’m happy to say that we have a proven track record not only with my own practice but with helping other attorneys create compelling video.

Many lawyers are fixated with the number of viewers that come to watch their YouTube videos. While it’s always good to monitor your video traffic, the more important question is how many of those viewers are converting into callers? Even more important is why did they click on your video and whether they watched it in its entirety.

Your goal when creating attorney video is to make that phone ring. It’s not to make your video go viral, and it’s not to get advertising revenue on the video sharing sites. Your goal is to help solve your client’s legal problems.

With my online video solution I help you create your content and you don’t ever have to worry about anything technical. You want results without the hassle of learning how to do this all yourself. We know how to do it. I’ve done it and I get calls and e-mails everyday from people who watch my videos thanking me for creating useful information that people want to know.

I have received countless phone calls from people who are in the middle of watching my videos when they call me. That’s when you know that what you are doing to market yourself clearly works.

I invite you to contact me if for a free personal consultation about how I can help you create educational video to market your law practice. You can reach me at 516-487-8207 or by e-mail at I welcome your call.

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Gerry, We were so happy to finally meet you. We thought that we knew a thing or two about using video in our law practice until we discovered you.
You are the man. Meeting you last week prompted us to completely rethink our video strategy AND we decided that we weren’t doing nearly enough. You light a fire under our butts!
We are now back in Seattle and refocusing and redoubling our video marketing efforts! Thanks Gerry!

Chris & Mischelle Davis
Davis Law Group, P. S.