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What 99 percent of attorneys do not include in their videos: Information! [This is the million-dollar video tip.] In case you haven’t realized it, we’re in the Internet age. It is the information age. Potential clients go online to get, yes, you can say it, come on, say it with me: “information.” The more information you can give them, the greater chance you will have to be seen as the expert in your field of law. They get to know you through your informative video. By the time they are done watching your video, you have educated the viewer, and he or she will likely have more questions to ask about their particular matter. That is what prompts a call to your office. That viewer does not care how wonderful you are and how many advanced degrees you have. Caveat: I am not advocating giving any legal advice in your video. I do not want you to run afoul of any ethics rules in your state, nor do I want you establishing any attorney-client relationship by information you give in your video. “What then am I supposed to put in my video if you’re telling me to put information in the video, but not give legal advice?” Give general information about the process. What do I mean? Explain how cases work. Most people are unfamiliar with the mechanics of how a lawsuit for their problem works. For example, I created a video where I explain in detail how a medical malpractice lawsuit in New York works. I started by explaining what an attorney does to evaluate their potential case. I described the mechanics of getting an expert opinion, drafting a summons and complaint, getting an answer, setting up a preliminary conference with the court, deposing … and on and on it goes. Viewers eat this up. Why? Because nobody gives them this information anywhere else except after they’ve made an appointment and stepped into a lawyer’s office. If you are a trusts and estates attorney, how about explaining what probate is? If there is a contested will, explain the process about what information you need and what the court requires. If you handle real estate closings, explain what escrow is and explain why you need an engineer to examine your house. Talk about going to contract. A homeowner who has never purchased a home before will appreciate the education. Remember, you are not giving legal advice. Your goal is to give viewers sufficient general information to want more answers to their questions. NEXT UP IN THIS SERIES OF ARTICLES Practice Tip No. 4: Keep your video short, but not too short, and not too long. PREVIOUSLY IN THIS SERIES OF ARTICLES Practice Tip No. 1: What you should never include in your video that 99 percent of attorneys include: Yourself! Practice Tip No. 2: Do not talk about how difficult your area of law is. Gerry Oginski, Esq., is a New York medical malpractice, wrongful death and personal injury trial lawyer in practice since 1988. In the last year, Gerry has created, produced and uploaded over 130 educational videos about medical malpractice and personal injury law to his Web site and video-sharing sites. He is also the featured author of YouLaw, a blog, where he reviews and rates the latest law firm videos so that you can learn what works and importantly, what doesn’t. Gerry has used his video experience to create a new service blog called “The Lawyers’ Video Studio” to help get lawyers on video. Contact him via e-mail at [email protected] or telephone at 516-487-8207.

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