Why Taking 28 Seconds to Tell Your Viewer What Your Attorney Video is About Means You’ve Lost Your Viewer Before You Ever Start Talking

It takes this lawyer a full 28 seconds to start talking about his topic. In the online video world, that is an eternity.

A viewer will typically make a decision about whether to continue watching your content within the first 3-5 seconds. If you cannot capture their attention within those first few seconds, you’ve lost them and they will likely leave, never to return.

I have no idea what type of attorney this lawyer is nor does it matter for the purposes of this blog post.

While scouring YouTube, the headline was intriguing to me. I clicked on it expecting to see some great information, and here I am waiting 28 seconds for him to tell me what he’s going to start talking about. That let me down.

Aside from the technical issues and color problems with the video, I notice this video could use some editing as well. I just checked the length of this video and see it’s over 11 minutes long! Wow. Way too long in my opinion.

Here we have an attorney who has created a number of videos with the goal of attracting viewers to generate traffic. He created an interesting headline but disappointed me the moment the video started.

Remember, your entire goal in creating great attorney video is to get viewers interested in what you have to say.

If you bore them with things that have no relevance to what they’re looking for, they will immediately lose interest and go elsewhere. There are plenty of other similar related videos to yours that may be more compelling.

What could this attorney have done differently that would’ve dramatically altered a viewer’s interest?

  • First, use external lights.
  • Second, fix the color in post-production editing.
  • Next, edit out all the awkward pauses.
  • Finally, give your viewer information they want immediately and not 10 seconds, 20 seconds or 25 seconds after your video has started playing.

I know for a fact that there’s a lot of great content you can provide to a consumer about slip and fall accidents and what’s involved. Honestly, I could not watch beyond 30 seconds. I never even got to learn what detailed information this attorney was providing. And that’s coming from someone who handles slip and fall cases on an everyday basis.

A better way to start your video…

The attorney might have opened up his video with the following phrase “Today I want to share with you three important things you need to know about slip and fall cases here in the state of…”

Let me know below what you think and if you agree or not.

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4 Responses to Why Taking 28 Seconds to Tell Your Viewer What Your Attorney Video is About Means You’ve Lost Your Viewer Before You Ever Start Talking

  • Peter says:

    One of the things that surprises me about some of these videos is how people seem to think it’s okay to do them in just one take and keep in all of their pauses and mistakes. I try to keep my videos to about 60 – 90 seconds. Besides being about as long as I think I can keep someone’s attention on a specific subject, that’s also about as much material as I can rehearse at one time without having to read off notes or cue cards. Hopefully it translates into a better connection with the viewer.

  • Barry Doyle says:

    It reminded me a little bit of when lawyers start their opening or closing by telling the jury that what they say isn’t evidence and then talk about what the purpose of an opening or close is.

    I also love that he starts with talking about how slip and and fall cases are an important are of the law … well important to me … If people clicked on the video for any reason other than accidentally, they want to hear information that’s important to them.

    You had a post a few weeks ago about the parallels between effective trial advocacy and making good videos and this one proves the point.

  • Thanks Barry. You’re right. There is a significant correlation.
    Why would a viewer really care if the slip and fall area of law is important to him? He should be more focused on why that area of law is important to the viewer who’s looking for information.

  • Peter, you are right. The beauty of video is that you can edit out all the pauses and mistakes without problem.
    The problem is that many do-it-yourself attorneys either don’t want to edit out the mistakes, don’t know how to or are just too lazy to take the time to do it right. In that event, they must race through the video in order to get out a one-take completed video.

    You raise an excellent point. How long can you keep a viewer’s attention? This is critical and I’m really pleased to see that you have focused on it and considered this when creating your own videos. 99% of attorneys fail to do this.

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I have been answering the same questions over and over for 18 years and I wanted the opportunity to get those answers into video and onto my website. When I did my research, I looked on the Web, I talked to other attorneys, there was one man who I thought could do the job and that was Gerry Oginski. If you’re considering improving your business, and want to use the tool of video, this is a great place to start.

Jack Carney-DeBord
Jack's Law Office