Gerry & Mia at a Funky Restaurant in Baltimore Harbor
I am constantly amazed how really smart attorneys create DIY video and post it to YouTube without bothering to edit it, play it first before uploading or having a trusted friend give them honest feedback about the video.
These past few weeks I have seen a tremendous amount of lawyer video go online that is simply awful. These lawyers think they can create compelling video by doing it themselves. I applaud their efforts but the execution leaves a lot to be desired. What most of these attorneys fail to realize is that poorly done video will hurt you in ways you cannot even begin to imagine.
A poorly done video means that people will laugh at you. It means viewers they will click away after only a few seconds once it becomes clear you don’t know how to create great quality video. Your ideal client will never stick around to find out if you have the right stuff to handle their matter.
Online viewers are extremely fickle and have high expectations. They want their information quickly and without distraction. They’re not interested in the history of your law firm. They want to know information that they are looking for. If you fail to give it to them, they will go elsewhere.
Fail to provide a well-lit video, your viewer will not forgive you. Neglect to provide excellent audio and they will click away, never to return. If you’re in the bottom right-hand third of the frame, your viewer will immediately recognize that you are an amateur and will likely not stick around to watch your video.
Why do I tell you this?
I tell you this because you need to be concerned if you are creating video on your own and think you know it all. You might think it’s really simple and easy to do, and in some cases it is. However don’t confuse convenience and ease-of-use with excellent quality video.
A VIEWER EQUATES THE QUALITY OF YOUR VIDEO WITH YOUR LEGAL ABILITY
You need to recognize that your consumers looking for an attorney to solve their problem equate your legal ability with the quality of your video. If you offer up a video that distracts or is not executed well, your consumer believes that your legal ability correlates to the quality of your video. You and I know there is no correlation, but that’s the general consensus.
You may disagree with me on this point. However, I challenge you to test this theory by putting out crappy video and seeing how many calls you get from those videos. Alternatively, create excellent quality video without distractions and do a split A/B test so you can judge empirically whether what I am saying is true.
You owe it to yourself to test these different theories yourself. Remember however that if you are spending the time and energy to create video on your own, my strong recommendation is to make every effort to do it right and properly the first time. Your goal is to maximize the chances that your viewer recognizes that you have great content in a cleanly packaged message without distraction or interference.
Hopefully, you are not one of those attorneys who have created video without spending the time to edit it, review it and critique it before it ever goes online.