It’s true. 99% of attorney video truly stinks. It’s boring. It’s unimaginative. It lacks useful information. It’s stuffy. It continues to personify lawyers as inaccessible and unapproachable. Many lawyer videos do nothing but talk about themselves.
Guess what? In case you haven’t noticed, viewers don’t care about you. They only care about themselves. Until lawyers and their video producers recognize this, lawyers will continue to make video that stinks.
What makes a video stink? Two different possibilities:
1. Poor video technique, and
2. Poor content.
The easiest one to fix is poor video technique. Anyone can learn how to create a technically great video. There are many video companies and video producers who know how to create a crystal-clear video that looks beautiful to watch. The bigger problem is fixing the content. Many attorneys still emulate the TV commercial format for attorney advertising. This is a huge mistake. Viewers don’t want 30 seconds of drivel and being screamed at. They want something different. They want to hear how you can help them solve their legal problem.
Most video producers are unfamiliar with the type of content that viewers truly want. Why is that? Because most video producers, in fact none except for one, is an experienced trial attorney who markets their own legal practice using video. If you already use a video producer that you are happy with, ask them what they think the five most frequently asked questions are when a new client comes in to your office and sits in front of you. If they can’t tell you what your frequently asked questions are, how can they help you create content that you need in order to establish yourself as the expert in your field of law using online video?
An experienced Car Accident Attorney Kansas City who is also a seasoned video producer will have a clear understanding of what content your viewers want to learn about so that you can create educational and informative video that will make you not only a logical choice for them to call for more information, but the only choice.
As with everything in life, you have a choice when creating attorney video. You can create great video with excellent content or not. The way to create great video is with a video producer who has tremendous experience helping other lawyers create exceptional video content.
If you are creating video, this next tip will save you thousands of dollars of your hard-earned money. Pay attention.
Stop talking about yourself. Listen to other attorney videos on YouTube and count the number of times they say “I” or “me” or “my firm.” The results will shock you. Once you realize that video is not about you, you’ll have that “aha” moment where you will feel enlightened and ready to start creating useful video. When you do that, your video will no longer stink, and will instead be a source of inspiration for your potential clients.