CBA Record January 2018

What do you hope to achieve? What does success look like? Firm or lawyer “introduction” videos often focus on describing the firm. How- ever, a more effective approach would be to focus on the problems the firm solves for clients. If the firm has multiple practice areas this may mean creating several videos, as the video needs to be short (3 minutes or less) and to the point. Tell stories about how the firm has been successful in helping a client. The video should not come off as a sales pitch, but illustrate who and how the firm can help with a specific problem. Some lawyers have been very successful at creating educational videos. Gerry Ogin- ski, a prolific legal vlogger (video blogger), suggests the most effective video a lawyer can create is one that will provide viewers with valuable information and convince them to pick up the phone. Think about the questions the firm is most frequently asked and create a video to answer those questions. Be discreet, specific and brief. The Script While you want the video to seem sponta- neous and natural, it is incredibly difficult to remain brief without a script. You will need to write out your script and then read it and time it. A handy free website: http:// www.piehole.ie/pages/script-timer will let you copy and paste the text of the script and give you an idea of how long in min- utes it would take to read it. Practice makes perfect, so read and re-read the script aloud. If you think you need reminders and can be natural, you can use a teleprompter. A DIY teleprompter is online at: http://www. cueprompter.com/ and will display your script on any computer screen through a web browser with adjustable speeds and adjustable heights. What to Wear? Wear what you would normally wear to meet with clients. Avoid green if you are using a green screen for background edit- ing. Avoid short sleeves, bold patterns, or stark white, yellow, red, or black clothing. Avoid shiny jewelry or tie clips (basically anything that reflects light or absorbs light). Watch what newscasters wear to see continued on page 54

LPMT BITS & BYTES

BY CATHERINE SANDERS REACH

USING VIDEO TO MARKET AND EDUCATE Video Killed the Radio Star

Catherine Sanders Reach is the Director, LawPracticeManage- ment & Technology at the CBA. Visit www.chicagobar.org/lpmt for articles, how-to videos, upcoming training and CLE, services, and more. It is free to post a video to YouTube or create a YouTube channel. The platform is easy to use and you can even monetize the video if it is popular. The CBA has a V isitors to a website need something that grabs their attention, tells a story, and delivers it in short, digestible bits. However, law firm websites often have a great deal of text content, but little in the way of multimedia or graphics. Has your firm considered updating and enhancing website content with video? More and more law firmwebsites are incor- porating video. In addition to using multi- media to add interest and engage your visitors, you can fit a lot of content into a short amount of time without requiring someone to read a long article. It can also highlight the lawyers in your firm and help introduce them to potential clients. The Power of YouTube If your video is loaded and linked from a site like YouTube it will have far more impact, because it will reach visitors on the video site as well as your firm’s website. Let’s look at some YouTube statistics: • Over 1 billion users • More than half of YouTube views come from mobile devices • YouTube reaches more 18-49 year olds than any cable network in the US

video tutorial on how to create a YouTube channel, upload and annotate videos and more at http://tinyurl.com/yb3heooa. But, first, you need a video! Getting a Video There are many ways to get a video, and the cost is commensurate with the quality. While it is likely a bad idea to let your teen- age son film you with your iPhone, there are many other options on the cost spectrum, ranging from hiring a freelance videogra- pher to a professional marketing company. A video that looks low-quality will reflect badly on the firm, so plan to budget accord- ingly. Prices vary widely depending on loca- tion, length of the video, post production (editing, dubbing, etc.). Ask to see examples of recent projects, get several quotes, and know what you want to do. Websites like ProductionHUB let users submit an RFP and get bids on the work. The Chicago Bar Association also has professional video services for law firm websites. Face for radio or just not a fan of live video? There are options! Do-it- yourself video sites such as GoAnimate and Nawmal let even a novice create an engaging animated video, which may be especially useful for educational videos. Or consider VideoScribe, which is whiteboard animation software to illustrate points as they are spoken. What’s This All About? While some lawyers have become infamous for bold or humorous videos–like Bryan Willson the Texas LawHawk, or the Jamie Casino Super Bowl commercial–most lawyers have videos that have the intent of either introducing the firm or educating the public. Both can be effective. Create a business plan or goal for your videos.

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