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1. Ladies and Gentlemen,

2. I give you the State of the Union for Lawyer Video.

3. "My fellow attorneys,

4. The state of affairs for lawyers who create video to market
themselves stinks. Truly awful. Video quality has improved
but content has gone down the drain. Four years ago the
only type of lawyer videos that video companies created
were "Look at me!" videos. Those videos simply were one
intro video that did nothing more than say "Come to me
because I'm great."

5. Fast forward to the present day and lawyers have made
leaps and bounds. Now, many attorneys have gone
beyond the bounds of "Ooo, pick me because I'm great"
type of videos, to ones that actually inform. However, the
information that most attorneys are putting out are not
what online viewers want or care about. It's true.

6. Lawyers still focus on the number of views that each video
gets. Video companies sell their services and convince
lawyers that their video metrics program is top shelf and
can also predict which videos will get viewers to call.
Nonsense.

7. The reality is that metrics don't matter at all. Really, they
don't. I have written repeatedly that video metrics are not
worth your time to invest in or learn about. The ONLY
thing that matters with your online videos is whether your
viewer picks up the phone to call you for an appointment.
That's it. That's your goal. If your videos are not
accomplishing that, you have big problems. The reason
that most lawyer video does not work is that most videos
fail to provoke a viewer to take action.

8. In all likelihood you've spent a lot of time and money
creating video, either on your own or with a video
production company. Have you tracked your return on
your investment? That is something definitely worth
calculating. You must know at all times what your ROI is.

9. Let's say you spent $10,000 on 5 videos. The production
team spent all day in your office and each video, after
editing, came to about 1 minute to 1:30 mins. The cost per
video in this instance is $2,000. The production company
might say to you "If you get only one case from a video,
the fee you get will have paid not only for that one video,
but for all five of your videos." That sure sounds like a line
from the yellow pages rep who would visit my office on a
yearly basis. She made it sound so convincing when she
came in to renew my yellow pages ad that I had a hard
time saying no.

10. For me, I recouped my yellow pages investments, but just
barely. Calls were few and far between. I was on page 9 of
11 full page ads. By the time someone got to my ad, they
had already been rejected by eight other lawyers.

11. The video production companies who help lawyers create
video have changed their way of creating video. They've
moved on from creating a single "intro" video that cost
$5,000-$10,000 just a few years ago, to creating multiple
videos for around that same price. I've seen some
wedding videographers knock the price down to $2,500
for 7-10 videos. I always ask those wedding guys if they
know who the lawyers' ideal client is? They don't and
that's a big problem. They tell me they create broadcast-
quality video. I believe them. But that's only half of the
equation.

12. The other, more crucial part is content. It's knowing how
to get the videos found in the search engines using white
label strategies that are proven and tested. It's not just
about creating good technically proficient videos. It's
getting the videos recognized; getting a viewer to have
enough curiosity and interest to click on your title; getting
them to watch your video in its entirety and most
importantly, getting that viewer to call or email you after
watching that video. If your video production company
can't show you, using proven tactics that they have the
know-how to do this, then you're paying for something
that will look pretty but be nothing more than watching
your money evaporate into the internet ether.

13. Let's turn now to the other side of the coin; attorneys who
create video on their own. There are lawyers who think
they can master this video thing all by themselves. Some
can, but most have not yet been able to do that. Some
lawyers don't want to spend the money to shoot video
with an experienced video production company.
Instead, they want to do it all themselves.

14. Those are the type of lawyers who would rather climb up
a ladder to fix a leaking roof instead of calling a roofing
expert. That lawyer will try to fix their broken watch by
buying a do-it-yourself fixing book about watches. When
the electrical system in the house breaks, that lawyer
would rather spend a week learning how to fix the
problem himself instead of hiring a certified and qualified
professional electrician. This lawyer is the type of person
who, when his car breaks down, eagerly spends two
weeks fixing his car in his driveway and walking to
work, instead of spending the money to bring it into a
mechanic and get it done in one day.

15. Don't get me wrong, I think it's great when someone has
the ability, desire and time to learn to do things on their
own. However, really smart attorneys and business
owners realize that the way to make tons of money is to
leverage their time with other people's expertise. Here's
what I mean. If you are a transactional attorney and you
bill at $400 per hour, and it will take you 2 days to edit two
hours of video, the amount you could earn doing legal
work would be conservatively $6,000. Is it worth it to you
to spend that time editing your own video instead of
earning $6,000?

16. It's always a time/cost trade-off. What if you could hire a
video editor to edit those two hours of video for only
$1,000? Would that be a more cost-effective and
economical use of your time? I should think so.

17. I know there are lawyers out there who think they can
become a videographer using their iPhone4, their Flip
camera or their Kodak Zi8 and that's great. There are also
lawyers out there who think they can become video
editors using iMovie or Sony Vegas or Final Cut
Express, and that's great too. Then there are still others
who believe they can become video distributors and
publishers. Good for you. But wait...aren't you still a
practicing attorney? How do you have the time to do all
that and more? Are you going to be using your skill to
create a side-business or are you just going to keep all this
information to yourself for your own benefit?

18. Most lawyers just want to practice law. They don't want to
get involved in marketing or video marketing. Rather, they
want someone to do it all for them, and that's good too.

19. So, Mr. or Mrs. Lawyer, where do you stand?

20. Are you closer to the lawyers who want to do it all
themselves, or are you a little closer to the lawyers who
want experienced and tested video production experts to
do all the video work for them?

21. 2011 will be a great year for those lawyers who implement
their decisions to change. Video marketing should be done
smarter, with more knowledge, information and content.
Content will rule in 2011. If you lack content and a
compelling reason to call you, you will revert back to the
startup days of internet marketing. Make this year your
most successful one ever.

22. To your success!"

23. Gerry

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