You talk too much

March 5, 2026 by
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If you’re not getting enough leads or inquiries from prospective clients about your services, if you’re not booking enough appointments for consultations, there might be a very simple reason. It might be because you’ve already told them everything (they think) they need to know. 

Information is good. Educational marketing is highly recommended. But if you put too much information in your marketing materials and answer too many questions before a prospective client speaks to you, you might be shooting yourself in the foot.

In marketing, your job isn’t to tell people everything. It’s telling them enough to get their attention and prompt them to want to know more. You do that not by giving them more information but by withholding it.

Each question you answer in your article or email or ad risks making prospective clients less likely to contact you. 

And that might be why you’re not getting all the leads you want. 

But this doesn’t mean doing what a lot of attorneys do, giving no information. You can’t expect client inquiries if your marketing materials provide little more than a list of practice areas or services. 

You need to strike a balance. 

Give enough information—about the law, about what you do and how you help your clients—to intrigue prospective clients and motivate them to contact you about their specific situation. 

Don’t tell them everything in advance. But don’t tell them nothing.

Make them curious enough to visit your website, download your report, sign up for your seminar or newsletter, or make an appointment. 

Make them curious enough to take the next step. 

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

Stop writing articles and blog posts 

February 17, 2026 by
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You know that articles and blog posts and other forms of content can attract prospective clients and repeat clients, and you know how to write them. But, unless I miss my guess, you don’t write them as often as you should. 

Because they take a lot of time. Planning, research, writing, editing, posting, reading and responding to comments—it’s a lot of work and you’re busy guy or gal.

So, don’t write them. Write an email instead. 

Emails are easy to write and don’t take a lot of time. And because it’s “just” an email, you don’t feel the pressure to write something worthy of publication, so you don’t resist writing it. 

Write an email to your prospect or client, or professional contact and tell them something you think they need to or want to know. Share a thought, ask a question, tell them something you recently learned or did or thought, and thought might interest them. 

So much easier than writing an article, isn’t it? No pressure. It’s just an email. A couple of hundred words and you can write it and get it out the door in ten or 15 minutes. 

Which is why you’ll do it. 

And guess what? The best part is that a short, informal email like this is often more effective than longer, formal articles and other content. 

Because your reader doesn’t have to set aside time to read them or take notes, so they read them more often They open their email, skim your article, think about you in a positive light, and go on with their day. 

What’s quick and easy for you to write is quick and easy for them to read. And they do.

Content marketing isn’t just about being a lawyer and showing how much you know. or do It’s at least as much about connecting with people and letting them know you’re still around and thinking about them. 

Yeah, staying in touch. 

If you want, you can convert your emails into longer content. I’ve published several volumes of books based on my blog posts and emails, and you can, too. 

Start with a daily or weekly, or even a monthly email to stay in touch with the people in your professional life. 

In fact, I challenge you to do that right now. Grab an idea, write a few paragraphs, and send it to someone. 

No planning or research, simple prose, edit spelling and punctuation, copy, paste and send. 

You can still publish blog posts and articles or other content. But if you resist doing that, don’t write them, write an email instead. 

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Filed Under: Blogging, Communication, Content creation, Relationship marketing, Writing

Another type of content most lawyers don’t use (but should) 

January 29, 2026 by
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Most lawyers who create content for a blog or newsletter or podcast usually don’t  include “guest posts” or other contributions from other content creators, especially other lawyers. 

But they should for three good reasons. 

The most obvious reason is that it saves time. Every post created by someone else is a post you don’t have to create yourself. 

Yes, it does take time to work with others, to make sure they know their subject are and can write or speak intelligently about it, to make sure their content is appropriate for and of interest to your audience, and to possibly do some editing of the content they submit to you, but on balance, you’ll probably come out ahead because the other creator will do most of the heavy lifting. 

The second reason for accepting (or soliciting) contributions from others is that your clients and audience will enjoy hearing from experts in other fields, on subjects you can’t or usually don’t address. 

This content might take the form of 

  • Guest posts from lawyers in other specialties or other markets
  • Articles by business experts who sell to or advise your target market
  • Interviews of subject matter experts or business professionals who work in your field or local area
  • Reprints and reposts of previously published content on others’ blogs or channels
  • You reviewing and/or commenting on the business, practice, or content created by other professionals or business experts who sell to or advise your target market

Which leads to the third and most important reason for sharing content created by or about others: 

Each time you publish or re-publish an article or video, interview a professional or business expert, or share content created by other content creators in your market, you create the opportunity that said content creator will ask you to contribute content for them. 

They might post (or repost) your article, agree to interview you, or repost something by or about you for their newsletter, blog, or channel. 

And just like that, your name and services get exposure to a new audience, with the actual or implied endorsement of that attorney or business professional. 

That’s marketing gold. 

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Filed Under: Content creation, Marketing legal services

Most lawyers don’t create this type of content (but should)

January 27, 2026 by
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Many lawyers use informational articles, blogs, newsletters, reports, videos, seminars, and other content for marketing their practice. They write or speak about the law and legal procedure, talk about the problems they see and the solutions they have delivered, and in this way, educate readers and listeners about what they do and how they can help them.

It’s a simple and effective way to bring in new clients, repeat clients, and referrals.

If you’re not doing this now, try it. Write a brief article about your field and post it on your website, share it on social media, or email it to people you know who can share it with people they know. 

You can start by imagining you’re speaking to a prospective client who has a problem and wants to know his options. Explain the basics, tell him about a case or client you had with the same or similar issue, and tell him what you did to help that client, and encourage your reader to contact you if they have questions. 

You’ll probably find that it’s easy to create educational content like that, and when you get calls or emails asking questions and scheduling appointments, how effective it is at generating business.

When you do, I’m sure you’ll want to create more content.

Educational content works because it allows you to “show, not tell”. Readers and listeners get to see you “in action,” helping people understand the law, their rights, their obligations, and what an attorney can do for them, and through the stories you use to illustrate your points, how you wisely and compassionately work with your clients.

It’s a great way to build trust and show the value you offer, and for many attorneys, this is all the marketing they need to do. 

But here’s a tip. 

Don’t limit yourself to content about the law and your work. That’s what most lawyers do. You should also create content about yourself. 

You, the person, not you the lawyer. 

Personal information helps people get to know you. Why is that important? Because it lets people connect with you and see a side of you they otherwise might not see, and they might like what they see. 

And because most lawyers don’t do this, when you do, you’ll stand out in a crowded world of lawyer “options” available to clients and business contacts.

So, tell people what you do when you’re not working, what you like to read or do, about your family and background, and plans for the future.

What did you do before law school? What kind of music do you like? What’s your favorite genre of movie and why?

There are two ways to do this. One way to post an occasional story about yourself and update it when something interesting or good (or bad) happens in your life. Talk about your first child or grandchild and what parenthood or grandparenthood mean to you; describe how frustrated you were with your Windows computer and how you finally switched over to a Mac; describe your upcoming vacation plans and what you’re looking forward to seeing or doing. 

You know, human stuff.

The other way is to weave into your blog posts and articles about your work parenthetical comments and asides about your personal life. For example, “I was trying out a new recipe for lasagna I was cooking for some friends my wife and I had over for dinner and it made me think about how…”.

They both work. Try them and see. 

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

How to write a blog post in five minutes 

January 8, 2026 by
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Would you write more blog posts or newsletter articles if it only took a few minutes?

You can. Using voice dictation. Something I’ve done for many years. 

When I was in law school and clerked for my father, I dictated everything on a belt-driven recording machine or a cassette tape recorder, and a secretary would type my words and execute my instructions. When I opened my own office (and could afford a secretary), I continued doing that. 

Years later, I discovered Dragon dictation software and used it to write several books. It was (and is) clunky, you have to train it, you have to dictate all the punctuation and do a lot of editing, which is why many people, I’m sure, say, “it’s not worth it”. 

Technology today is much better. And you have many options, including those that are built into your computer and phone. 

They do a great job of quickly transcribing your words into error-free text.

Some programs automatically add punctuation. Some correct your grammar on the fly. Some translate your words into other languages. And some take your raw dictation and, using AI, change the tone of your message, format it, and convert it into mail, text messages, scripts, meeting summaries, and just about anything else you might want. 

I type quickly and actually enjoy it. But there’s nothing better than sitting with my phone or in front of my computer, speaking for five or ten minutes, and producing 500 to 800 words of text. 

And that’s what I do.

Note, I’m not using any AI functions. Just dictating and creating a first draft. I still have to rewrite and edit and do other things to turn it into publishable content.

For now. 

I’m experimenting and learning which program(s) I want to use and how to use them. Eventually, I expect I’ll be able to do things even better—and faster. 

If you don’t use voice dictation software, I suggest you try it. If you’ve tried it before and thought, “it’s not for me,” I suggest you try it again. 

With or without AI, it’s worth it to be able “write” three or four times faster than you can type, and not have to hire anyone to do it for you.

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Filed Under: Content creation, Writing

How to ethically ask for reviews and referrals

January 6, 2026 by
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I have homework for you. You need to research the latest ethical rules and guidelines in your state or jurisdiction regarding asking for reviews, testimonials, endorsements, and referrals. 

Here are three reasons:

  1. Compliance. You don’t want to violate any rules, and since rules change and are often ambiguous, you want as much currency and clarity as possible. 
  2. Educate clients and contacts. You want them to know what they can and can’t do to help you and avoid inadvertently getting you in trouble, or getting themselves in trouble if they are also an attorney or other licensed professional. 

Staying current with the rules and guidelines can not only protect you and your contacts, but sharing those rules and guidelines can make it more likely your clients and contacts will be comfortable providing you with referrals, testimonials, and reviews. 

Which leads to the third and perhaps most important reason for doing this: 

  1. Building connections. Sharing your knowledge about the rules and best practices you discover and practice, not only shows your commitment to the highest professional standards, it gives you a great “excuse” for bringing up this subject—in conversation, in presentations, articles, social media, and in other content—without looking like you’re “always” asking for help.

In short, taking the time to stay up to date with the law and ethical rules and widely sharing this information not only protects you and your contacts, it’s a simple way to build your reputation and bring you more business. 

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Filed Under: Client relations, Content creation, Continuing Legal Education, Image, Referrals, Relationship marketing, Social media, Testimonials

Content creation for lawyers made simple (and better)

December 16, 2025 by
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In the two minutes it takes you to read this, you’re going to learn a ridiculously simple way to create all the content you need to build your practice—blog posts, newsletters, articles, videos, podcasts, social media posts, reports—even books. 

And do it quickly. And easily. 

Even better, this content will be exactly what your clients and prospects want to read or watch. It’s what they want to know and come looking for via search engines and AI. 

And when you tell people what they want to know, you are on your way to becoming their new lawyer.  

The best part is that you don’t have to ask them what they want to know. They tell you this every day.  

Yes, we’re talking about FAQs. 

What do new clients and prospects ask you, on the phone or in person? What questions or objections do they put in the comments under your videos? What do they ask you in emails or texts? What do seminar attendees routinely ask after your presentation? When you consult with a prospect, what do they want to know?

They ask about the law and procedure, problems and solutions, fees and billing. They ask you what you can do to help them, what happens first, and what happens next. 

Take these frequently asked questions and answer them. There’s your content. 

When they want to know about the specifics of their case or situation, give them one or two “If/then” statements or tell them “it depends,” and invite them to make an appointment.

And take notes. You can (and should) use their story in your content. 

“The other day, a client asked me. . .” is a powerful way to make your answers to frequently asked questions more interesting and relevant.

Creating content shouldn’t be a challenge for a lawyer. You don’t need to mail out surveys or hire consultants. Just pay attention to the questions you are regularly asked and answer them.

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Filed Under: Content creation

3 questions you must answer before clients will hire you

November 13, 2025 by
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Their questions may be unspoken but every prospective client has them. 

The first question is, “Why should I pay attention to you?”

They’re busy. And don’t know you. Or don’t think you have something they need to see or hear. 

Why should they open your email or watch your video? Why should they look at your ad, come to your seminar, or read your article? Why should they click the link and visit your website? 

Why should they talk to you? 

What’s in it for them? 

Tell them. Or they won’t notice you or give you any of their time. 

You can do this by using a headline or title that promises a benefit–answers, solutions, ideas, something they need to know, or something they are interested in knowing. 

If you get their attention and they’re interested in reading or listening, and they do, you need to answer their second question: “Why should I hire you (or take the next step)?” 

Why do they need an attorney? Why can’t they fix things themself? What might happen if they don’t hire an attorney? What if they wait? 

Also, there are a lot of attorneys they could hire. Why should they choose you? Why should they switch from their current firm? 

Tell them why you’re different or better.

Tell them about your services and fees, and what it will be like working with you. Don’t make them guess. Tell them. 

Finally, you must answer their third question. It might be the most important question of all: 

“Why should I trust you?” 

Why should they believe anything you say?

That’s when you tell them about your experience, specialties, philosophies, and track record. That’s when you tell them how you’ve helped other clients like them, with the same or similar problems or desires, and you prove that with testimonials and success stories and endorsements. 

Why should I pay attention? Why should I hire you? Why should I trust you?

Answer these questions, and you’ll get more clients. 

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Filed Under: Closing the sale, Content creation, Marketing legal services

The simplest way to get new clients

August 26, 2025 by
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Years ago, it was called “education-based marketing”. Today, we hear the term “content marketing,” but it is essentially the same thing. It means providing your market with information about the law and procedure, problems and solutions, and telling stories about your clients and cases to illustrate your points. 

It’s the simplest way to get new clients because it’s something you already do. 

And it is effective because the ease with which you deliver this information speaks to your knowledge and experience.

You don’t have to convince them you can help them. Your information shows them you can. 

It’s also effective because it is the kind of information prospective clients search for online, come to your seminar, or ask you about during a consultation.

Delivering this information can be as simple as posting answers to FAQs on your website. Already do that? Do it more because the more information you post, the more articles and blogs and other content you create, the more likely it is that prospective clients will find this information, and by consuming it, convince themself that you know what you’re doing and can help them. 

Some attorneys don’t do this, fearing that the more information they provide, the less likely it is that clients will hire them. “I don’t give away my knowledge; that’s what I get paid for,” they say. 

Au contraire. 

Clients don’t hire lawyers to get information, they hire them to get results. Besides, your articles and answers to FAQs can only provide general information. To find out what can be done about their specific situation, the client will need to speak to you.

And the more who do that, the more who will probably hire you. 

Educate your market about your field. It is the simplest way to get new clients. 

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Filed Under: Content creation Tagged With: , ,

Why your content isn’t working

August 5, 2025 by
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You work hard on your blog or newsletter, recording videos or podcasts, or posting tips on social media. It’s good content, your target market is seeing it, but you’re not getting new clients.   

Why? 

It’s likely that while your market is seeing your content, they’re not reading or watching it. They’re busy, and you’re asking for too much of their time, so they “save” your article for later and forget about it. 

Could it be that simple? Yes. And the solution is just as simple. Create content that’s easier to consume. 

Shorter articles and posts. A few hundred words, not a few thousand. Once a week, not 3 times a day. And while you’re at it, make it interesting, not academic. Tell stories, don’t lecture. 

There’s a time and place for more comprehensive material, but when most of your material looks like “work,” you’re making it less likely anyone will want to consume it. 

And hey, don’t push so hard. 

Yes, you’re in the business of selling your services, and your readers and clients need your services and benefit from them. Asking them to call you to discuss their situation and explore their options might be precisely what they need, but if they feel like you’re chasing them, don’t be surprised if they run in the other direction. 

That doesn’t mean you should be passive. You’re a professional, an advocate, and not merely in the information delivery business. Tell your readers what they need to know, tell them what to do, and why, and tell them what might happen if they don’t. 

And then invite them to contact you to take the next step or learn more.

Content marketing isn’t difficult, but it’s still marketing.

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Filed Under: Content creation, Marketing legal services
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