Leadership In Law Podcast

S03E126 Using AI for Video Ideas & Writer's Block with Russell Van Brocklen

• Marilyn Jenkins • Season 3 • Episode 126

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What if the same methods that help dyslexic students master reading could help attorneys craft clearer, more persuasive videos? We sit down with Russell Van Brocklen, the Dyslexic Professor, to unpack a practical system for recording short, human clips that earn trust and grow your firm without expensive gear or endless retakes.

Russell shares his journey from struggling reader to law school standout and Senate-funded researcher, then maps those evidence-based strategies to modern legal marketing. We break down a simple framework: define your hero, sharpen the universal theme to a precise word that feels right, and name the “optimum villain” blocking progress. Add one to three reasons, and you’ve got a crisp, 45-second outline almost any attorney can deliver naturally. We also show how to use AI the right way, ChatGPT for deeper reasoning and Apogee for idea generation, to refine language, extract action verbs, generate synonyms, and transform FAQs into a steady stream of topics without sounding robotic.

The big lesson: authenticity beats polish. Viewers flee when a video looks too perfect or smells like an avatar. Keep small human imperfections in frame, focus on clear audio, and batch five to ten clips in a single session. You’ll build answer engine optimization by speaking in real phrases clients actually search for, while reinforcing the know and trust factor that drives calls and consultations.

Reach Russell here:

Website: https://dyslexiaclasses.com
LinkedIn (Russell): https://www.linkedin.com/in/russell-van-brocklen-2007ab87
LinkedIn: https://www.linkedin.com/company/dyslexia-classes
Facebook: https://www.facebook.com/dyslexiaclasses
Instagram: https://www.instagram.com/dyslexiaclassesus/
YouTube: https://www.youtube.com/channel/UC_cqwfxn9FqFx1Idl0YbeHg

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SPEAKER_02:

Welcome to the Linkership and Law Podcast. We've host the Linux for the nobody with accessible website and inspiring stories delivered straight to your e-birth, your ultimate podcast for navigating the ever-changing world of the law firm ownership. Who's going to proven strategies and hard law wisdom? So, whether you're a statement leader or just starting your journey as a law firm owner, the Leadership in Law Podcast is here to equip you with the knowledge and tools you need to build a successful and fulfilling legal practice.

SPEAKER_01:

Welcome to another episode of the Leadership in Law Podcast. I'm your host, Marilyn Jenkins. Please join me in welcoming my guest, Russell Ben Brockland, to the show today. Russell is known to many as the Dyslexic Professor. He's a New York State Senate-funded dyslexia researcher and founding consultant of dyslexia classes, where he helps professionals, students, and families take practical evidence-based steps to overcome reading and writing challenges. Russell's work began over two decades ago in collaboration with the New York State Education Department and SUNY's Research Foundation. His groundbreaking techniques have helped motivated dyslexic high school writers raise their skills to graduate level standards and go on to complete college without accommodation. He's presented at national conferences, including the International Dyslexia Association and Everyone Reading. He's on a mission, the flip the wait and see approach to dyslexia. Through structured literacy and multisensory methods, he gives professionals concrete tools they can use to communicate clearly and simply. I'm excited to have you here, Russell. Welcome.

SPEAKER_03:

Thanks for having me.

SPEAKER_01:

Absolutely. This sounds like an incredible journey. Can you tell us a little bit about it?

SPEAKER_03:

I wasn't supposed to be doing this. I was supposed to be a bureaucrat for the New York State government. When I showed up for the Assembly Internship Program in the late 90s, I had a first grade reading and writing level. They pulled me out of the internship, put me in, they treated me like a graduate student, allowed me to give an oral presentation instead of a 30-page written report. And everything was great. They recommended 3.67 for 15 credits. The political science department at the State University of New York Center of Buffalo said they didn't like the accommodations the state government came up with. So they said, here's your 15 credits of F.

SPEAKER_01:

Oh no.

SPEAKER_03:

Yeah. I had enough of the discrimination. I went to law school, my professor to audit classes. Second day of contracts, the professor called on me. I responded. He had to finally not stop the communication because I was arguing with him for 15 minutes straight as his equal. Just my first time doing it. That's where I found that dyslectics excel in graduate school day one. So from there, I learned to read within a month in law school. I learned to write within a couple of years. Then I went and I got Senate funding after years and years after that to go through everything. We took a bunch of highly motivated dyslectic high school juniors and seniors, jumped their reading level from middle school to average of entering grad students in 180 sessions, cost New York State less than 900 bucks a kid. Then I just so everybody knows briefly what dyslexia is, this is the top book, Overcoming Dyslexia by Shelly Shewitz. That's dyslexia. When I shift this over to deal with typical students, it's based on word analysis followed by articulation, which we'll be discussing today. And the effect on that, a homeschooling mom is able to, in about six months, increase her kids' reading and writing by seven times faster than the school system, bring them up from 11th to 11th percentile in reading, fourth percentile in writing to 65th and 64th percentile. So the students now in private school in public school doing just fine in normal classes. So it really accelerates things tremendously.

SPEAKER_01:

Oh, that's fantastic. And I know what you've done is you've taken your work and created it working with professionals to be able to get on the video bandwagon, as we say. Because then when it comes to being online, video is one of the best ways of getting your firm out there.

SPEAKER_03:

Yes. Here's a few things that has happened since artificial intelligence. One thing that your lawyers have to understand is that you can now, if you spend thousands of dollars, have an avatar created for you and it'll speak for you. Your viewers hate this. They don't know if it's you or not. So there was a I every Sunday morning I review these sort of podcasts on these to keep up. There was one profess he was an economics professor. He stays, he said, I'm staying ahead of AI. His writing dropped 75 to 90 percent. There's a lot of podcasts, a lot of videos, a lot of in-person. What I've noticed is when I followed his videos to make sure that he's not, and people know he's not an AI, he looks a little disheveled in some way. Some little error. Now I know attorneys like to be perfectly manicured. Now that could be associated with people not thinking, is this real person or is this AI? If it's AI, if they even think it's AI, they're gone. Just gone. So I found just looking something a little bit disheveled, maybe having a handkerchief a little bit out, maybe something in the background where it's not quite perfect, something small. And when you do that, what I've noticed is that people know, okay, this is real. Because if they think you're an AI generated thing, they're just gone. And that's one of the key things that I found when doing this.

SPEAKER_01:

And are you finding that some attorneys will, or professionals, not just attorneys, would use those fake avatars to just help them get that crutch of getting the content out there?

SPEAKER_03:

Oh no, it's so much easier. They will help create the content with the AI, and then they just feed it into this. They don't have to do multiple tanks, they don't have to do this. The other thing that people are doing is they're just taking their iPhone and holding it up and doing it like the old way. And then people know if they don't want to look disheveled, just doing it that way. It's not perfect. They know that this is real. It's just little things like that because if they think that you're an avatar, they're gone. Everything else is means nothing. So that's just one of the few things I want to communicate. Just holding your phone up and doing clicking it, just going on for 45 seconds, boom, you're done.

SPEAKER_00:

Right.

SPEAKER_03:

Don't try to make the edit, don't try to just get it out there.

SPEAKER_01:

Right. In your own voice, so people can hear you as you speak. And it's the video to me is the know and trust factor, right? People do business with people they know and trust. So you want to put yourself out there, not an AI avatar. But say that I'm a law firm and I'm I really know the value of the weekly videos, but you never follow through. From what, from your perspective, what do you find is stopping them from doing that?

SPEAKER_03:

It's the same thing. People they don't have an organized, somebody who's been through a good chunk of law school, we're taught how to do things very analytically, very efficiently, and we just don't have a process for this. So, what I'm gonna give you, again, I'm gonna go back. This is this is the dyslectic brain. I'm gonna show you what I use for the over at different part of the brain to teach dyslectics to read. And I also teach this to non-dyslectics for public speaking.

SPEAKER_00:

Okay.

SPEAKER_03:

Okay, and it's going to be different for each individual person. So you're going to want to designate a company spokesperson for this, somebody who's going to be doing this. And here's the process. I call it the half circle process. So let me give you an analogy on why this is so powerful. I'm going to use movie reviews. Tell me a movie that you enjoy that everybody's seen. It's one of the best movies of all time.

SPEAKER_01:

Oh my gosh, let's go Titanic.

SPEAKER_03:

Titanic. Okay. Tell me the what the movie about Titanic is about in one in one word. What one universal thing? What is it? Romance? Romance. Okay. Now, so what we would do, if you I when you remember you go and watch a movie, you read a review written by Ivy League educated people. Have you noticed that they generally say this happened? It's like getting the football score of a game you missed. It's like, why watch it? Make sense?

SPEAKER_01:

Yes. Yes.

SPEAKER_03:

So here's what we would do. We would take the universal theme of romance, and we would ask, how did the actors, the directors, and the screenwriter do in regards to that universal theme and write it that way? Okay. Okay. But you see the problem when you're talking about romance, it's so broad, it's not you. It's you, it's just the first idea that you come with. So the first idea you come with is generally so broad, you read, but it's not how you want to communicate it. This isn't your firm, this isn't you. How do we do this distinctly? So, what we do is I call it the hero, the universal thing, and the optimum villain. Okay, so we start off with a hero. What does the hero want to do? And then you write out in a sentence and a paragraph and multiple paragraphs. I'm suggesting you use artificial intelligence. Specifically, what I find best for this is ChatGPT 5.1 thinking.

SPEAKER_00:

Okay.

SPEAKER_03:

It just came out and it's a lot better. The thinking will give you more time than generally need, gives you the right time, and it's you don't have to wait with pro and it's 20 bucks a month.

SPEAKER_00:

Okay.

SPEAKER_03:

So just take it and say, okay, what is the hero? What do we want to do? What do we want to communicate this week? And then just tell the AI what it is and have it generate a bunch of paragraphs. Okay. Read it over. Don't make it a lot. Give it a limit, two paragraphs, three, whatever. Then you're going to ask it to extract all the action words. These are words that'll take the hero from where they are to where you want to go. Extract all of them. Then extract all the most important words in each sentence. Those are the most important words in each sentence. For each one, what you want to do is ask the AI to come up with custom definitions. And then you can go ahead and ask the AI based on what you want to do, what's the best action word and why, what's the best, most important word, and why. I would say have it come up with a top five or the top 10 with its custom definitions. Then you, as the human, have to make that decision.

SPEAKER_00:

Okay.

SPEAKER_03:

Okay. Decide which ones you like, and then decide which way you want to go. Once you get used to this, you can have the AI do its thinking, thinks for 30 seconds, a minute, two. Go, I go and do something else during that time while it's thinking. And then I quickly go through that process very quickly. That base universal theme is like what you do with Titanic. You use the word romance. It's very broad. So then what I would do is I'd say, okay, this is the way I want to go. The actual most important word. Normally it's the most important word, but as you can see, this is a form of word analysis. Okay. So we're shifting to this part of the brain. All right. So once you have that, then what you want to do is to have it create like 50 synonyms or a hundred synonyms and custom definitions. And then say, what run through that, say which one of the what are the top five or ten? I generally go with 10 because I want to make sure I get it right. That best represents what we want to do here. And now you're going to see something much more precise. You, as the human, has to pick that. If you're not happy, do another 50 or 100 until you're happy. This is the universal theme that you're now going to project that is much more personal. It's what's in your well, you want the definition and the word that best matches what's in your head, but a word that also feels right between those two. Does it match what's in my head and does it feel right? And you have to come up with a combination of that. Once you get used to doing this, it gets you you do this in a matter of your time, just a couple of minutes. You do something else while the AI is thinking, which for 5.1 is 30 seconds to a couple of minutes, normally about 30 to 60 seconds.

SPEAKER_00:

Okay.

SPEAKER_03:

Once you have that universal theme, I think you're done for a 45-second one. If you want to go further, you can say, what is the optimum villain preventing me from doing this? Is it a person or a concept? If it's a person, there you go. If it's a concept, go through the same process until you have the best concept. That's that's what's holding you back. Now, once you understand that, I would say add because and come up with a few good reasons. One, two, or three. Usually you don't have to do much for 45 seconds. If you do two or three reasons, you're overthinking it, which is a good thing. So you go ahead, you get that, now you know what to say. I do all of this in less than five minutes.

SPEAKER_01:

Okay.

SPEAKER_03:

And similar things. Then what you can do is just grab your iPhone, turn it on, record, and just talk for 45 seconds. Attorneys are really good at this once you have things organized in your head. Please understand you put a different person into this, it's gonna be a different universal theme because it's to that person. So you're gonna want to pick somebody that best represents the firm.

SPEAKER_00:

Okay.

SPEAKER_03:

And then what I would do is I would just do a bunch of these things. You're gonna tell them to do one a week. I have literally had people not so much sometimes in law, but in a lot of other businesses do this, and they would just crank out five, ten of these in just one sitting. And now they're done. They hand them over to the marketing person, and the results are really good.

SPEAKER_01:

Yeah. Batch content, batching content is definitely the way to go. Yeah.

SPEAKER_03:

It just doesn't take, but the key thing is it's specifically you. You're finding the word that just feels right with the definition that seems right. It's a balancing act, and then that's your universal thing. Once you can't once you understand that, you know who your optimum villain is, you have some reasons. Lawyers are trained to talk, they're trained to respond instantly. That's what the Socratic method was all about in law school. Then you just get up, you hit record with your phone, boom, you're done.

SPEAKER_01:

Okay, excellent. So, in that scenario, the hero is the attorney or is the potential client that you're talking to?

SPEAKER_03:

It could be whatever you're trying to communicate. In any story, there's a hero, the hero wants to do something, it's based on a universal theme, and you have an optimum villain trying to prevent them from accomplishing it.

SPEAKER_01:

Okay.

SPEAKER_03:

Every story has that.

SPEAKER_01:

Every story has it. Yeah, excellent. So I know that we had talked about at one point, it's coming up with the ideas, and one of the things I try to get to stimulate those ideas is your FAQs, right? Every business has, every customer has the same, say, three to seven questions. That right there is three to seven video ideas. So your system would also help them get the script down to be able to communicate each one of those, right?

SPEAKER_03:

Yes. And what I do with that is I use, just so everybody knows, when OpenAI came up with its$200 plan last December, I bought it that day and I haven't looked back. But what I found is when I'm trying to generate ideas like this, Sonic 4.5 from Apogee, these are people that used to found OpenAI and then they moved on to their own company. I find that is much better to use for brainstorming ideas like this and for coming up with ideas night and day better. Okay. So I would simply say, here's what I'm looking for, here are my ideas. What can we do with this? And it'll give you a lot of ideas. All right. And I will take that now, and I'll also generate ideas from five five pro. Okay, when I'm generating ideas, yes, it's I'm spending 300 bucks a month, 200 on Chat GPT Pro, 100 on Apogee, and it's worth it. It's about$10 a day because I do work 30 days every month. Okay. So I bounce them back and forth, especially with idea generation. What do you like, what do you don't like? And then as a human, you make the judgment. Okay. A lot of times when it comes to idea generation, I will actually have an assistant to the grunt work, and then I'll look at what came up and make the decision. Okay. The artificial intelligence isn't something you can form out, but it can make your brainstorming much more efficient. Drastically more efficient. And you pick, yeah, you pick the ideas you like, and then for each of your FQA, I can typically get five or ten videos out of each one with something slightly different.

SPEAKER_00:

Okay.

SPEAKER_03:

Just I would take those video sets and run them. If you have seven of them, do seven in a row, then repeat something with a slightly different question. People aren't going to remember your 45-second video from seven weeks ago. Much.

SPEAKER_01:

No, but they'll remember they saw you. So you're getting that repeat exposure. Yeah.

SPEAKER_03:

Right. But what the AI is going to give you is a slightly different way of looking at each one.

SPEAKER_01:

Okay.

SPEAKER_03:

Okay. So what I would do is I would just do a series of I would just do seven and get just get it over with and do the next series. And as you get used to this at one time, you will get extremely efficient at this. And it's invaluable for your marketing.

SPEAKER_01:

So when we're talking about this and like SEO, the thing is with the answer engine optimization, we want to focus on that question being something that a human would ask. So what you're saying, if I can take that question of what I know someone would ask, and that the way it would be phrased when they type it into chat GPT or whatever, then take those answers and you can make a different video and spin the answer a little bit different way. Even spin the question slightly.

SPEAKER_03:

And people aren't going, but if you're consistently answering very similar things, then it's going to slowly build up with people over time. Think about the advertising like with Coke. They just want to let you know that they exist and that you see it enough time. So when you're looking at a software, it clicks on. That's what you're doing here. You're but you're doing it much more focused wise. And again, I would take the series that you have, do a video on each one, and then use the AI to say, how do we do this a little differently? And then run that through seven. And you can keep going back through it, and that continual buildup is what people like when they're. But again, you can't do that. You need to find some imperfection so they know that you're not AI.

SPEAKER_01:

Yeah, but I'm saying you don't need fancy equipment.

SPEAKER_03:

Oh no, the simple thing that you need is you go up like just for my video, you can see part of my doorway in the back. It's an imperfection. People know that I'm real. So what I would just I would a lot of people just I would just go to Best Buy, they have a ring light that's like this big, put your phone right in the middle of it. Okay. Yeah, it cost 130 bucks, but it's right there. Okay. Yeah. And then you take that. What I'm using here, these are Apple III Pros. Their new Pro. It is worth it because I was on a walk with a Mac truck going by me at 45 miles an hour, four feet away, and people said, Yeah, there's a little bit of noise, but wasn't worth mentioning.

SPEAKER_01:

Nice.

SPEAKER_03:

It gets rid of all the traffic, the barking dog, all the things that we hate.

SPEAKER_00:

Yeah.

SPEAKER_03:

All right. And then I would just do it right on your iPhone. And just do a take, and it doesn't have to be perfect. You don't want it perfect. Know that you're a human. Do that, just knock them out, and then because this is not billable time. You want to just do it decent, get it out there, send it to you, get back to your clients.

SPEAKER_01:

Yeah, exactly. Now, do you have a step-by-step process as far as say I'm not really sure what the message is that I want? Do you? I know that one time we talked about the four paragraphs of getting, you know, this down, but we want to make sure we've got some people would feel better with a script, that they can learn the script and then they can riff off the script and not have to read the words. I think that's the one thing that people are worried about is you want to be able to speak. Attorneys are taught to speak. So I don't think a script is really the answer, but some would feel better having something to begin with.

SPEAKER_03:

Sure. Have a process that I've used that I've used for I've taught some attorneys how to do this over the past 20 years. Because as you can imagine, when you're dealing with dyslectics, a lot of them are taking suing school districts and going to court over it. Yeah, I can polish that up and get to you in the next 24 hours so you can give that to your attorneys. Yes, that's easy to do.

SPEAKER_01:

Very interesting. Cool. Yeah, and I like the idea of starting with a real question and answering that question and being able to take, I never even thought about taking ChatGPT and having it to give me five or seven different answers or feedbacks to that. So you're even building more content. So if you did this once a week, you'd end up with seven pieces of content. And it would take you less than an hour.

SPEAKER_03:

And the key thing, once you get used to it, yeah, you we besides that it's thinking, going back and forth, yeah, that's about right. But I also can't overemphasize enough. You also need to double check it with apogee Sonic 4.5 because when it comes to business writing communication, they decided they're not apogee decided they're not here for consumers, they're not doing videos of cats and all this other stuff, they're there for business communication for businesses. That's all they do. And they're right, it's so much better in a lot of ways. But I find when I'm looking to do deep problem solving 5 Pro is so much better with deep thinking. So I run them together and I get drastically better results.

unknown:

Okay.

SPEAKER_01:

But the point is to actually do it. If you need, use the AI to help you with your ideas and your answers, but just do it and be real and be yourself.

SPEAKER_03:

And remember, it's only 45 seconds. Just uh go ahead. And for those Android people, I know what you're going to say. I find it's just easier to get an iPhone for these sort of things because these are so great. I have had been on podcasts with a dog barking like crazy and nobody hears anything.

SPEAKER_01:

Nice.

SPEAKER_03:

And these do not work as well with it.

SPEAKER_01:

I have both iPhone and Samsung. Yeah, I think there's definitely a line in the sand if you're on one side of the argument or the other.

SPEAKER_03:

I'm just saying for this, I've spoken to people who were big Samsung people, Google phones, and they're like, yes, this does work so much better just for the and that's all they use it for. But they were going to go out and spend all this ridiculous equipment. And now it's a phone, and they don't need the latest phone. They get something from the Apple store a little old, but they get the ring light, they put it up, they get these, which are 250 bucks, that's it. And they just knock these things out and they say it's doing really well. The problem they have to find is how do I come up with something that's a little disheveled someplace so they know that they're not an AI? Because I've had I've shown people how to do this and they had it all perfect. And the results went. And then they did they asked their customers what's going on. They said, We don't like your fake avatar. Every time.

SPEAKER_01:

Yeah.

SPEAKER_03:

And they said, No, it's me. How do we know that? It looks too perfect.

SPEAKER_01:

But you I love that you use the door in your background to show that you're not. An avatar would be definitely a clean background.

SPEAKER_03:

And people like, yeah, that I keep things a little a little off. I do a few other little things you can probably notice. There's some cat hair on my hat, just a few little things. And that is because this is this is that important. I can overemphasize how it's like.

SPEAKER_01:

It is interesting getting the feedback though. Like you say, I mean, it's made with 11 labs and all these different platforms now, they do make it easy to make just tell it what you want to say by giving us some sample of you and your mannerisms, and it's easy to knock out content. Oh, no, it's far seeing your feedback.

SPEAKER_03:

These people will literally go and drop five, ten grand for this.

SPEAKER_01:

Yeah.

SPEAKER_03:

To make this custom avatar. It's good. And the reaction, the anti-reaction to that is so incredibly strong.

SPEAKER_01:

That is interesting. So yeah. Yeah, nobody else. We've always said just speak to the camera and just speak to that person. Give them the answers to their questions.

SPEAKER_03:

Yeah. But everybody says I'm the only one who noticed this. I said, Yeah, I'm just like we notice things like this.

SPEAKER_01:

We notice things differently. This has been quite interesting. Again, I like your process. I'm intrigued that the systems that you're using to help get that video content out there. And I think the bottom line is be yourself. Don't try to be fake and answer the questions with a short 45-second video and get that content out there. People see you, people know and trust you, and they'll call you when they have a need.

SPEAKER_03:

Yes. I know this because I do this all the time.

SPEAKER_01:

Excellent. Excellent. I know my listeners may want to reach out to you, connect with you, chat with you a little bit more about this process and how they can get involved. Where can they connect with you?

SPEAKER_03:

The easiest thing to do is to go to dyslexiaclasses.com. That's within S DyslexiaClasses.com and just fill out the contact form. Or for attorneys, I rarely do this on podcasts, but my my business phone number is 518-892-2202. Again, that's 518-892-2202. Best thing to do is just text me, tell me you're on this podcast, and when a convenient time would be that I manage my every my important contacts through text. Okay. And that's just the simplest way of doing it.

SPEAKER_01:

All right. I'll make sure that the phone number and the URL is in the show notes. And fantastic. I really appreciate your time. This has been an interesting conversation today, a different aspect of our outlook for AI.

SPEAKER_03:

Thanks for having me.

SPEAKER_01:

Thanks for joining me today for this episode. As we wrap up, I'd love for you to do two things. First, subscribe to this podcast so you don't miss an episode. And if you find value here, I'd love it if you would rate it and review it. That really does make a difference in helping other people to discover this podcast. Second, you can connect with me on LinkedIn to keep up with what I'm currently learning and thinking about. And if you're ready to take the next step with a digital strategist to help you grow your law firm, I'd be honored to help you. Just go to Law MarketingZone.com to book a call with me. Stay tuned for our next episode next week. Until then, as always, thanks for listening to Leadership in Law Podcast. And be sure to subscribe wherever you listen to podcasts so you don't miss the next episode.

SPEAKER_02:

Thanks for joining us on another episode of the Leadership in Law Podcast. Remember, you're not alone on this journey. There's a whole community of law firm owners out there facing similar challenges and striving for the same success. Head over to our website at LawMarketingZone.com. From there, connect with other listeners, access valuable resources, and stay up to date on the latest episodes. Don't forget to subscribe and leave us to review on your favorite podcast platform. Until next time, keep leading with vision and keep growing your firm.

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Marilyn Jenkins

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