If you want to create content that gets widely shared through social media (and you do), humor is often thought to be your best bet. But humor can be risky, as those of us who do any public speaking can attest. As an attorney, you certainly don’t want to appear frivolous or unprofessional. If humor isn’t your schtick, go for anger.
According to a study on the virality of New York Times articles, mentioned in this post, “content that evokes emotion is more viral, even if the emotion is negative, like anxiety or anger.”
If you want to get people talking and sharing, make them feel something. One of the best things you can do in your social media content and your marketing copy is to get people fired up.
Tell them how they are being ripped off. Show them the missed opportunities. Find a bad guy or a cadre of evil-doers and call them out. It’s one thing to get people to understand the issues. If you want people to pick up the phone and call you, or share your content with others, you need to make them feel something.
People in pain usually do something about it. In fact, there is no stronger motivation to act. Yes, you can get people to act by appealing to their desire for gain, but you’ll get a much bigger response when you show them how to stop their pain.
What if they aren’t in pain? They may have a problem but not know it. Your job is to tell them. What’s the problem? What will happen if they ignore it? What might they lose and how will they feel when this occurs?
Dramatize the problem and get them to feel the pain. Only then will they pick up the phone.
Do you think this is manipulative? Is this taking advantage of your prospects’ misfortune? Not at all. If your services are truly in your clients’ best interests, you have a moral and ethical duty to say or do whatever you can to get them act. Anything less is irresponsible.
Does my saying so make you angry? I sure hope so.






My political views finally revealed (not)
When I first got stated on Facebook, one of my “friends” posted an incendiary political comment on my wall. In response, friends with opposing viewpoints took him on. Back and forth they went, telling each other in heated tones who was right. Others joined in. Soon, a full blown flame war was taking place.
It was great theater.
I let the two sides go at each other for while and I stayed out of it. No way was I going to get involved in that mess.
And then it really got ugly.
The original poster starting insulting people. Despite repeated requests by the majority to curtail the invective and stick to the issues, he continued his name calling. The more he was asked to tone things down, the worse he got. I had no choice but to remove him as a friend.
Even though this was an extreme situation, it reinforced the notion that discussing politics in public is not a good idea. Unless you are certain that everyone in “the room” is of a like mind, you’re just asking for trouble.
If you’re a professional or in business, your political views should not be posted on social media. Why risk alienating half of your friends and followers? Even when the discourse is civil, political postings provide an insight into your thoughts that can drive a wedge between people who might otherwise get along just fine.
I have political views. Not a day goes by that I don’t feel like posting my opinion about one thing or another, or re-posting what someone else has said.
I’d be nuts to do it.
So I bite my tongue. And save it for a private conversation.
It’s called being in business.
I have many friends on the other side of political aisle. We like each other. We do business together. We can talk about almost anything. Â But not politics. We don’t go there.
In business, you can’t go there.