Obviously, video is pretty popular on lawyer websites. It’s popping up everywhere.

That’s a good thing. People like video. It’s accessible, easy to consume, and helps prospects get comfortable with you and your services.

Some attorney videos are criticized for their lack of production value. Sometimes they look kind of homemade and aren’t particularly professional.

Is that okay?

Well, in part it depends on your competition. If they don’t have video or don’t have great video, you may be fine to put out video that isn’t particularly slick. Remember, you don’t have to outrun the bear; you only have to outrun the other guy being chased by the bear.

Personally, I strive to achieve excellence with everything we do, but budget, talent, etc. sometimes get in the way. Welcome to reality.

Keep in mind that our video audience is in crisis. They’re desperately hunting for information because they’re dealing with a big problem. They’re going to give you some latitude with production values if you’re providing useful assistance.

The deal with video is that you’ve got to grab your audience fast and hold on to them. Keep the video short and informative, and give the viewer as much value as you can.

If you’re going to do a video, follow these basic rules for getting off with a bang and you’ll achieve success.

1. Hook them: get their attention. Tell them what you’re going to tell them. “Child support is predictable. In this video, I’m going to show you how to figure out how much child support you’re going to get…”

2. Tell them what they’ll gain from the video. “You’re going to be able to calculate child support numbers for any scenario you encounter.”

3. Tell them how this will help them. “You’ll be able to determine the exact amount of child support without having to hire or pay a lawyer to do it for you.”

Now you’ve got their attention.

Take it from there, and deliver on your promise. Don’t let the technology, your fear, or the risk of embarrassment get between you and your camera. Just do your best to help. Deliver what you promised, and get the video posted to the web. Your willingness to help others by providing information will make a powerful impression on prospective clients.

Give, give, give, and you’ll get paid back with an abundant supply of clients.

You don’t need to be Steven Spielberg to make a difference in the lives of your prospective clients. Help them, and they’ll help you. Now dig out that camera and start helping.