How to Look Like an Expert on Camera

By now, you likely know that Spotlight Branding offers a Video FAQ service. If this is news to you, we send a videographer to your office to shoot 15 simple, point-and-shoot style videos in which you answer a common legal question as if someone came to you on the street. We provide the questions and the production, you just show up and provide your knowledge and experience.

Arguably the biggest hesitation we hear from clients is that they don’t like how they look on camera. And that’s understandable since many of us are self-conscious about our appearance or the way our voice sounds. However, if your videos are part of your branding, you’re showing off exactly what people will see and hear when they meet you in person. Think of it as a consultation before the consultation.

Video can be a powerful branding tool that not only allows you to show off your knowledge and expertise, but it breaks down that intimidating barrier that many lawyers have stereotyped for themselves on television commercials. Even more, video speaks to the growing digital age where more people want to listen to quick snippets of information. However, if you’re still on the fence, here are a few ways video can highlight your expertise.

1) Be Yourself

It can be tempting to fall into a lawyeristic character. Perhaps you think sounding firm and aggressive will make viewers believe “you mean business.” Maybe you want to take a more compassionate, heartfelt tone.

If that isn’t how to speak to prospective clients during a consultation, you don’t need to do it in your videos. You don’t need to put on a show or pretend to be something you’re not. Simply speak with the same cadence you would as if that viewer were standing face to face with you at that moment.

In fact, the more natural you sound, the more of an expert you appear to be because you aren’t forcing things or searching for the right words. You already know what you’re talking about so you don’t have to project a false air of sincerity. People can sniff out an acting job quickly, so your natural cadence (no matter how awkward you think you sound) makes your videos genuine and an excellent display of your expertise. 

Viewers aren’t looking to be entertained; they’re looking for answers. The more comfortable you are in your own skin, the more people will be drawn to you and believe what you have to say.

2) Give an Authentic Experience

Think about how the videos will look. If at all possible, shoot them somewhere in your office. If your office is too cluttered (or, alternatively, practically empty), a well-decorated and furnished lobby or conference room will work too. 

Think about the lighting as well. Find a place with softer lights instead of the standard office fluorescent bulbs. The videographer may be able to bring studio lights, but keeping things as similar as they would when someone comes to see you in person is ideal. 

Finally, think about your outfit. If you don’t typically wear a suit at the office, don’t wear one during your video shoot. It’s all about giving the viewer the same experience and feeling of being in your office. 

3) Use the Right Equipment

There’s a fine line between giving an authentic experience and being professional with your videos. Although technology is rapidly advancing, your iPhone’s camera still doesn’t have the same capabilities that a professional video camera has. Even more, the microphone doesn’t have the ability to focus on just your voice and eliminate any sort of background noise.

A good camera and a lapel microphone looks professional and adds credibility. You’re showing the viewer that you didn’t just throw some videos together to check off a box on your branding strategy. Instead, you’re showing them that you care about the presentation.

In the end, it’s all about credibility. If you throw together a cheap video shoot with your cell phone in a cluttered office and an obviously scripted answer, it tells the viewer that you’re flying by the seat of your pants and not truly in control of what you’re doing. On the other hand, a video shoot that incorporates the tips we’ve outlined in this article will go a long way to building your brand as the go-to authority figure in your community.

Even if you don’t do a video shoot with us, we highly encourage videos as an integral part of your branding strategy. If you’re interested in learning more, reach out to us today!

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Spotlight Branding

Spotlight Branding is an internet marketing and branding firm for lawyers. Our goal is to help our clients create an online presence that positions them as a credible expert in their field, keeps them connected with their network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find them!