More content or better content?


The answer is yes. Because both play a part in driving traffic and leads and subscribers and clients.

But if you have to pick one, I’d recommend quality because this does the heavy lifting.

More content (properly optimized) will attract more visitors, but it matters little if those visitors don’t stick around to read your content or sign up for your offers.

Ah, so quality is the secret sauce? Don’t just tell them about your services, explain the law, tell them about their risks and options, show them how things work, and give them hope?

Is that what I’m saying?

Yes. Do this, because that’s what they came looking for, and that’s what will get them to keep reading and consider hiring you as their attorney.

But there’s something more important than the information you deliver. It’s what will convince them to take the next step.

I’m talking about you.

Because clients buy you before they buy your services.

It doesn’t matter how good your content is, how much of it you provide, or how many come to see it, if they don’t like what they see and want to hire you or find out more.

Tell them your story. Let them see your personality. Show them your photo, your bio, your accomplishments, and most of all, your voice.

Let them hear you speaking to them from the page, showing them you understand what they’re going through and want to help them. Let them see your strength, your wisdom, and your character. Let them get a sense of what it would be like working with you, having you by their side as their advisor and champion.

Because this, more than the quality of your information, is what will persuade them to take the next step.

How to create content that does most of the marketing for you


Information vs. sales


You have a newsletter, blog, or channel. You regularly give your clients and prospects information about the law, about their market or industry, and about your services.

If you do it right, that’s about all the selling you need to do.

That’s not selling, is it? Yes, it is.

Your readers or listeners see what you do and how you can help them. They understand why they might need why they should find out if they do. And they see, via your examples and stories, that you’ve helped other people like them solve problems and accomplish goals, effectively proving to your readers that you can do the same for them.

Your newsletter educates them, so they know more about their risks and options. It shows them the benefits they get by hiring a lawyer and shows them why that lawyer should be you. It prompts them to contact you to learn more about their specific situation, get their questions answered, and hire you to get the solutions and benefits they want and need.

And it makes it easier for them to do that by telling them what to do next.

If that’s not selling, I don’t know what is.

Do you need to “hard sell”? Use any “urgent” language, scarcity, fear of loss, of do anything else to get people to take action?

No. But if it is appropriate and you want to, you can.

Mostly, you just point. You tell them what to do, e.g., call, email, fill out a form, visit a page, etc., and point to a link or phone number. And usually, that’s enough.

Because your readers or listeners, having read or listened to you, know what you want them to know and what you suggest they do, and when they’re ready, they do it.

How to write an email newsletter that does your marketing for you