Easy-peasy content creation for lawyers 

June 18, 2026 by
Share

It doesn’t take a lot of time. You can use it to develop blog posts, articles, videos, podcasts, or any other type of content, and use that to bring traffic to your website and inquires about your services to your inbox, almost on auto-pilot. 

And no, it doesn’t depend on ai. 

It’s also a great way to meet prospective clients and other professionals, aka, referral sources, and simultaneously position yourself as a leader in your niche or market. 

Easy-peasy and a great marketing tool. 

What is this miracle method for building a law practice? Interviews. Ask someone about a subject that might interest your subscribers, readers, business contacts, clients, or prospects. 

You ask questions, they answer. They get exposure, you get content. Easy-peasy and as simple as it gets. 

Ask about their work, their area of expertise, a recent case or issue they handled. Ask about something they’ve done or are planning to do. Ask about changes in their industry, changes in the law, changes in their business or practice affecting their clients or customers. 

You can ask about the same subject they’ve talked about on their blog or in other interviews, or something completely different. How have things changed, do they have any predictions or desired hanges, do they have thoughts about something your readers should know about?

If they’ve written or spoken about a subject before, could they give your readers a summary or a few tips or a success story (or horror story) your readers might like to hear?

You can also ask them what they suggest you ask them. It makes the job easier for both of you when you know what to ask and they know what they will be asked. 

Where do you find people to interview? Anywhere. And everywhere. What do you read and who wrote it? What do your clients and prospects read or listen to? Who do they follow on social?

NB: this is one area where ai could help. Ask a chatbot to suggest content creators, authors, subject-matter experts, YouTubers or people in the news you might contact about an interview. 

Or throw a dart at a list and pick someone at random. 

There are an almost unlimited number of people you could interview, not just “willing” but thrilled to be asked, who have something valuable or interesting to say, about an almost unlimited number of subjects. 

Relax. You just ask questions. They do most of the work. 

It’s a great way to meet people in your industry or market. Networking on demand. If you’re shy or slammed for time, you can do everything on the phone or via email. And, if it goes as well as I’m sure it will, they might ask to interview you in return, 

Anyway, don’t overthink this. Once a month, or once in awhile, ask someone to tell you something about themselves or their work and use that to create a piece of content.

Subscribe to the Attorney Marketing Letter. It’s free

Share
Filed Under: Content creation Tagged With:

Immediately, if not sooner

June 16, 2026 by
Share

My grandfather used to say that when he wanted to make a point about something taking too long. He was being funny, I guess, and didn’t realize it was good advice for lawyers and service providers who are responding to inquiries and questions from prospective clients and customers.

Don’t keep ‘em waiting. Get back to them immediately (if not sooner). 

Last week, my wife and I decided to replace some plumbing fixtures in the house and asked for a bid from the company we usually work with. Unfortunately (for them), they didnt get back to us immediately and we let our fingers do the walking (Internet version), and contacted another company that had good reviews. They responded immediately (with a lower bid) and we gave them the job. 

Customers and clients are impatient, even more so today than in the days when the Yellow Pages ruled commerce. They also don’t hesitate to contact more than one lawyer or plumber when they need to hire one. So, the lesson is the same. When a prospective client contacts you, you need to follow up with them mmediately. If not sooner. 

Actually, “sooner” isn’t flippancy. You can answer client questions and make the case for choosing you even before they contact you, by posting lots of information on your website. Explain what you do and how you work, answer frequently asked questions, and describe what happens when a prospective client contacts you to get more information.

Also provide multiple ways for clients to contact you, so they can get your help as quickly as possible. 

You should have pages that describe your services, in detail and with examples. “Personal Injury” and “accidents” clearly isn’t enough detail. What kinds of accidents? What kinds of injuries? What specific services do you provide? What kinds of clients do you work with? What do you do that’s different or better than other lawyers in your niche or market?

And, don’t just say it, prove it with success stories, testimonials, and endorsements from other lawyers and business professionals. 

Assume nothing. Show them why they should trust you and choose you. 

Prospective clients (and the people who refer them) shouldn’t have to ask “why you?” Most of that information should be in front of them, available 24/7, so they can see “why you” before they ever call or fill out a form. 

Do that AND get back to them immediately when they do contact you and you’ll get more clients choosing you instead of those other lawyers who didn’t. 

Don’t make people wait. Respond to inquiries immediately. If not sooner. 

Subscribe to the Attorney Marketing Letter and get these posts in your inbox

Share
Filed Under: Closing the sale, Communication, Marketing legal services, Online Marketing

Be normal

June 11, 2026 by
Share

News flash: lawyers are people. Human beings with personal problems, interests, and quirks. We have a lot in common with our bretheren (and sisteren) but we’re also different. 

Different personalities, looks, and styles. Which prospective clients notice, are attracted to, and remember. 

Which is why we all need to embrace our individuality and not try to be like everyone else. We need to be who we are, not who we think our clients want us to be. When we all look and sound alike, nobody pays attention.

We need to be who we are, but normal. Because clients don’t want to hire weirdos. 

Clients want an attorney who looks like an attorney. And sounds like an attorney. Professional, well-dressed, well-groomed, and well-spoken. 

Your headshot photo on your website and marketing materials needs to tell the world you know what you’re doing and are successfull doing it. The car you drive should tell the world you’re no slouch. How you dress, shine your shoes, and conduct yourself from the stage or speaking to clients and prospects and business contacts needs to fit an image that makes people like and trust you. 

You don’t have to hire a stylist or pay big bucks for a photo shoot. Just pay attention to the basics and don’t look like a slob. 

But don’t go the other direction, either. You don’t need $7,500 suits or $400 haircuts. Plastic surgery isn’t a requirement. You want to look your best but not look like you spend (your clients’) money recklessly. 

Perhaps the most important element to pay attention to is your writing. Your articles and blog posts, letters and emails, reports and memos, are often not only the first impression many people see of you, they live on the Internet for a very long. 

Write like a lawyer, but to be understood, not to impress. 

Spell-checking is a must. Grammar-checking and ai can help a lot. You don’t need to be paranoid about your writing or hire an editor for everything, but it couldn’t hurt to have someone look over your shoulder before you hit publish.

Lawyers are expected to write formally, mostly, use upper-and-lower-case words and complete sentences, avoid emojis, and do their best not to sound glib. But lawyers can also be familiar and informal, plain spoken, and down-to-earth. 

Don’t write like a professor or intellectual, unless you’re writing to professors or intellectuals. You can be warm and personable, and have a little fun with your words.

You know, normal. 

And if you want clients to feel comfortable with you and want to speak to you and work with you, you will. 

Get my best marketing tips and ideas in my free newsletter

Share
Filed Under: Client relations, Communication, Content creation, Writing

Potty mouth

June 9, 2026 by
Share

The other day I started listening to a podcast about a productivity subject that interests me, but I couldn’t finish it. Not because the subject was dry or the content bad but because the presenter couldn’t seem to say anything without infusing it with curse words.

I just wanted to hear about the tools and the process, but every time there was another f-bomb or scatological reference, it was so distracting, I gave up.

I’m not a prude. I’m not strictly against cursing or rough language. But context matters, and when I’m listening to what is supposed to be a professional presentation, about a professional subject, I expect it to be done professionally.

This guy didn’t and it was off-putting. His manner of speaking made him look unintelligent and I judged the value of his content (that I didn’t stick around to finish) as unworthy of my time. It cost him a listener and potentional client.

I’m sure you understand this and don’t do what this fellow did. I know you are a professional and abide by professional standards.

So why am I telling you this?

To make a point about the importance of paying attention to what you say and do in front of clients and business contacts because some of them are judging you and the value of what you offer by what you say and how you conduct yourself.

It doesn’t mater how rough your audience might be, as professionals, we need to operate at a higher level.

Rule of thumb: if you wouldn’t say it in open court, don’t say it on stage or on YouTube.

But cursing is only one area we need to watch. I always have to look over my shoulder when I try to be funny and, too often, come off looking juvenile.

And, as I’ve mentioned before, politics is the third rail of interpersonal communication. Unless you have a political channel or have built your following based on who and what you support, or denounce, do yourself a favor and don’t go there.

Just don’t.

Religion? Lifestyle choices? Even something as seemingly innocuous as which celebrities you like and which ones you wish would stop talking, be careful.

There are a lot of opinionated people in the world and many are ready to “cancel” anyone who doen’t agree with them (especially lawyers, yes?), and you don’t need any of that.

This isn’t about pandering or being excessively timid. It’s about doing your job. It’s about knowing what’s important and what isn’t, and avoiding unforced errors.

I’m pretty sure nobody has refused to hire you because you didn’t curse enough or talk about politics enough. If you have a choice, and you always have a choice, don’t let anything get in the way of doing your job.

Subscribe to the Attorney Marketing Letter and get these posts in your inbox

Share
Filed Under: Client relations, Communication, Content creation

A simple marketing strategy for sole practitioners

June 4, 2026 by
Share

It has to be simple or you won’t do it. Ask me how I know. 

You’re busy, you don’t have a lot of help, or a lot of time. You can outsource some things, but, let’s face it, a lot of this thing we call marketing and practice development falls squarely on your over-burdened shoulders. 

That’s okay. You don’t have to do everything. You can get all the business you can handle doing mostly what you already do and maybe only a little bit more.

Here’s what I suggest:

  1. Make referrals your cornerstone. It always has been and always will be the number one marketing method for professionals, and especially for sole practitioners. You already get referrals, right? With a little bit of attention, you can get more. Treat people right, tell them what to do to tell others about you (directly or on social), and thank them when they do.
  2. A simple website. You need a place to send people to find out what you do and why someone should hire you. A few pages about you, your capabilities, and your services. You can do more but you probably don’t have to. Just make sure what you have doesn’t look dated, hype-y, or lacking something important.
  3. Networking. If you like it and are good at it, have lunch or coffee once a week with a fellow professional, business contact, or prospective client. Find out what they need or want and help them get it. Introduce them to people, share ideas, build a relationship. If you don’t like doing this, or aren’t good at it, don’t do it. Life is too short; find something else you like and are good at and do that. 
  4. Build an email list. People you know and want to stay in touch with, and people you want to know. Don’t rely on anyone remembering your name if they never hear from you. Email is easy, inexpensive, and ubiquitous. Create a lead magnet (report, seminar transcript, ebook, etc.) and offer it as an incentive to sign-up for your list and then stay in touch with that list. (See below). 
  5. Content. Write something, record audio or video, or get yourself onto podcasts, and talk about your area of expertise, ideas, trends, news, and stories your market will appreciate. Use this content to keep your name in front of your target market and educate them about things they need to know and can share with with their contacts. You know your field. You know your clients and prospects. A 300 to 700 word article or blog post once a week is not overly demanding to produce and should provide you with sufficient leads and inquiries, visits to your website, and more sign-ups for your list. 

You can certainly do more but you probably won’t have to. You don’t have to spend hours every week attending formal events, posting several times a day on social media, promoting seminars, or laying out six-figures for advertising. In fact, as a sole practitioner, you probably shouldn’t advertise at all. You don’t need billboards or bus benches. Advertising gets expensive, fast, and in many fields and markets, there is too much competition. 

Not everyone only wants to hire a firm that has a billion dollars in settlements to their credit. 

Stick to your knitting. Do what you like and are good at and is working. And keep doing it. 

Unless you want to do more. 

Never miss out on great marketing ideas for attorneys. Click here

Share
Filed Under: Marketing Plan Tagged With:

How to charge higher fees than your competition, without losing business

June 2, 2026 by
Share

I’m guessing you charge around the same fees as other firms in your market that do what you do. You don’t charge less because you don’t want to look like a “discount” firm or reduce revenue and profit, and you don’t charge more because you don’t want to be undercut and lose business. 

Something like that? 

If that works for you, fine. But what if there was a way you could charge more than your competition without losing business? What if you could charge more and actually bring in more business, not less? 

That’s not crazy talk. It’s business. 

The secret to getting more cases and clients and higher fees than your competition is to offer more value than your competition. 

But how? You basically do the same things they do. Offer the same services, deliver the same outcomes, and if that’s not literally true, that’s what clients think. So, what’s the secret? How can you charge more?

By telling a different story. 

Their story is about the law, services they offer, problems they solve, their experience and capabilities. That’s obviously important and it should be a part of your story as well. 

But your story should differentiate yourself from these other firms by doing something they don’t do, or say they do.

Specialize. 

Focus your efforts on a niche or segment of the market, a type of client or case, problem or solution. 

Other firms might be “full service”; you might specialize in litigation. Other lawyers might repesent clients of all sizes and shapes; you might specialize in small businesses. Other firms might represent clients who need advice about raising capital; you might specialize in advising the principles of start-ups, real estate developers, or clients with business in other countries. 

The actual specialty isn’t the issue. Choose a niche, a market, an industry, or other segment of the market, and own it. Choose something you’re good at and enjoy, and make it a part of your story. 

And yes, you can have more than one specialty. I built a successful practice targeting a few different niche markets and it was enough to sustain me for many years.

But pick something. Specialize.

When you specialize, you cease being defined only by your practice area or services. You develop a reputation in your market. Marketing is easier, less time consuming, and delivers better results. 

You get more clients, more repeat business and referrals, and you don’t have to work as hard to get them. 

Because you are no longer a commodity, offering the same services offered by dozens of other lawyers. You specialize and are more valuable to your clients who prefer you and are willing to pay more for your services. 

Subscribe to the Attorney Marketing Letter. It’s free

Share
Filed Under: Marketing legal services

A simple way to get people to trust you

May 26, 2026 by
Share

Prospective clients hire lawyers they trust. If they hired you in the past, or been referred to you by someone who knows and trusts you, they’re more likely to choose you to represent them because of that trust. 

What if they don’t know you? Or been referred to you? What can you do to gain their trust?

Yes, show them testimonials, describe your successes in the courtroom, list your publishing and speaking credits–the usual indicia of authority go a long way towards building trust. But what if you don’t have those tools in your toolbox, or what if they aren’t enough? 

The answer? Leadership. Show them you’re not like other lawyers, you are a leader. 

A simple way to do that is through your marketing messages (ads, articles, social posts, website, etc.). When they convey confidence, when you sound successful and have a positive outlook, people are more likely to trust you. 

Because you appear to be a leader and people are attracted to leaders.

Nobody wants to hire a lawyer who sounds unsure of their abilities or their future. They want to be represented (protected) by someone who is very good at what they do, and knows it, and is optimistic about the future, because they playing a role in creating it. 

Clients are attracted to lawyers who are confident, enthusiastic, and forward-looking. Lawyer who talk about ideas and opportunities, growth and positivity, a better world for himself and his clients. 

They aren’t attracted to lawyers who dwell on doom and gloom. That kind of drama may get some attention on social media, but long term, nobody wants to follow someone with that kind of message.

People want to work with a lawyer who knows where they are going and is excited about going there. 

Show people your optimism and belief in a better future.

In your posts, your messages, your articles and interviews, talk about the future you are building.

Talk about projects you’re working on, other leaders you are aligned with, great causes you support and are helping to gain traction. 

Show them your belief in a better future and they will want to join you.

Get my best marketing tips and ideas in my free newsletter

Share
Filed Under: Communication, success Tagged With:

Getting clients to choose you often comes down to this

May 19, 2026 by
Share

When clients and prospects read or hear your marketing message, what is it that persuades them to choose you instead of any other lawyer or firm? Your reputation? The way you talk about their legal issues and your solutions? Success stories of clients like them you’ve helped? 

Clearly, these are all factors. But when a prospective client finally decides to call for an appointment or fill out a form on your website, it often comes down to something much simpler. 

Your choice of words. 

Specifically, your use of “emotional trigger words” that evoke in them the desire to make the call or fill out the form. 

For example: 

  • You / your: Lawyers often speak in the abstract, hedge, attempt to be all things to all people. By trying to appeal to everyone, they weaken the appeal of their message and often get lower response.  The better approach is to personalize your message by speaking directly to the person who is reading it. Instead of saying, “We help clients create an effective estate plan,” for example, say, “Our services can help you protect your business and your loved ones.” 
  • Now / Immediately: You can create urgency, or enhance it, by telling people what to do and when to do it. “Call now to speak to an attorney about your case” is likely to get more calls than not telling them when to call. It also speaks to the fears or impatience many clients have about their situation, getting them to take action instead of waiting and considering other options.
  • Because / Why: When you tell people why they should respond, e.g., to get something, learn something, be able to do something, you’re showing them the benefits of doing what you’re asking or telling them to do. More people will respond when they clearly know the reasons why they should.

Effective trigger words might be those used by clients and referral sources in your target market, specific to the issues and desires associated with their needs or wants, as well as generalized words such as, “quick, simple, easy, better, proven track record, experience, guaranteed…” (assuming these aren’t prohibited or hyperbolic). 

Review your existing marketing materials and look for opportunities to make them clearer and more persuasive, more likely to get people to listen and to take action. A different word or phrase can make a big difference, changing the effect of your message from one that isn’t converting into one that consistently makes your phone ring. 

Get my best marketing tips and ideas in my free newsletter

Share
Filed Under: Communication, Content creation, Copywriting

The right way to share your knowledge

May 14, 2026 by
Share

If you meet with a prospective client, or even an existing client, and tell them what you know about a given subject, offering information and advice about that subject, some lawyers and so-called marketing experts will tell you you’re being foolish. Your knowledge and opinions are your work product, they say, and you should never give that away; you should be paid for it. 

There are others, myself included, who tell you just the opposite. If you do it he right way.  

“Give away lots of information,” we tell you. “Share your knowledge and ideas liberally, because education-based marketing is extremely effective at showing people what you do and how you can help them, and if you do it right, it can be some of the most profitable marketing you do. 

But first, it depends on your practice area and services.

If you handle plaintiffs’ personal injury, for example, free consultations convert to new clients often enough to make it worthwhile, which is why most lawyers in that area offer them. With other practice areas, it can be a different story, because it takes time to speak with prospective clients and indeed, time is our most precious commodity. 

The thing is, many lawyers refuse to use content marketing because creating content also takes time. 

What they don’t realize is that that while speaking with invididual prospects can be a costly use of your time and might not provide a sufficient return on your time, spending the same amount of time creating content is usually differeent, because content scales. 

You might spend an hour or two writing a newsletter or creating a video or article, but unlike meeting with prospects individually, that piece of content might be seen or heard by hundreds or thousands of people, which might result in dozens of new cases or clients. Over time, and with sharing and referrals, those numbers could be even higher. 

But there’s more to consider. 

Many lawyers believe in the value of creating content, and do it, but don’t put a lot of effort into it. Their content tends to be generic and overly simple. Their content tends to attract less sophisticated clients or freebie-seekers, and not necessarily the best clients.

Better clients are attracted to better content. 

Which is why you should give away not just any ideas but your best ideas. 

Don’t hold back. It’s just information. If you give these away, you still have them and can use them again and again. 

If the information is good enough, it shows clients that you’re not like other lawyers, you’re different and better, and they can see why they should hire instead of those other lawyers.

If you want to attract the best clients, give away your best ideas. 

One marketing expert got it right when he said, “Be stingy with your time but generous with your ideas.”

Subscribe to the Attorney Marketing Letter and get these posts in your inbox

Share
Filed Under: Communication, Content creation, Marketing legal services

It’s simple

May 12, 2026 by
Share

Building a successful practice isn’t easy. There are no shortcuts or hacks. Even if you have a lot of money and experience, even if you’re very good at what you do and have a great reputation, it takes a lot of blood, sweat, and tears (and years) to build the career and lifestyle I’m sure you want. 

Stop looking for the secret sauce. Success is complicated. 

But it’s also simple. 

Yes, you have to get a lot of things right, but most of those things are small and obvious. You probably do most of them already.

Treating clients like you would like to be treated if you were in their shoes, for example. Being nice. Patiently explaining things. Going the extra mile. 

Simple things like that. 

But there’s a catch. You can’t be complacent. You have to keep doing the little things and you have to continuously improve them. 

Professional services, after all. 

So, here’s your plan: 

Take inventory of every element in your marketing, client relations, and practice management. Brainstorm, talk to your employees and partners, and write down everything you do to get and keep clients and perform your services. Everything you do to attract them, get them to hire you, get them to return, and tell others about you. 

It might be things you already do well but it could also be things that need fixing, or things you don’t do at all. 

It should be a long list. Because success is complicated. 

Next, the part that’s simple. 

Choose something on your list you believe can be improved. Even a little. Because in any business, but especially in professional services, small, incremental improvements can make a very big difference. Attorneys work closely and directly with clients and those who can refer them, and little improvements get noticed. 

All those little improvements compound and help you grow.

So, pick something and work on it. Make it better. Do it faster. Help clients and prospects feel a little better about you and your office. 

Pick something you can improve and improve it. Then, look for something else and do that. 

That’s the plan. And you can start on it immediately. 

Subscribe to the Attorney Marketing Letter and get these posts in your inbox

Share
Filed Under: Client loyalty, Client relations, Law office management, success
Next Page »