Thursday, February 10, 2011

Creating lawyer TV spots

Your television commercials should enhance you image, not drag it down. Even if you believe you have a good commercial, you might want to do a search on Google, YouTube and the like. It’s astonishing to me that a law firm will continue to air a TV spot that has been labeled on YouTube as a “stupid video”. Frankly, with well planned media placement, a simple static screen with the law firm’s name and number could be a marketing success. But since you have the audiences’ attention, it makes sense to promote and inform about the law, you, your reputation and your services. There are many variables to consider when producing law firm commercials and not enough space to address them all here. I do however want to address one of my pet peeves. I’ve been producing films and videos for 25 years and I do not like the use of teleprompters. Unless you are a seasoned professional, and even some of them are not so good, you will inevitably appear to be reading and your eyes will be shifting annoyingly back and forth. Lawyers are a highly educated bunch and many, especially trial lawyers, possess excellent verbal skills. With just a minimal amount of effort and proper direction, most lawyers should be able to deliver a 30 or 60 second commercial message without the need for a teleprompter.

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