Content creation Archives - The Attorney Marketing Center

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

January 27, 2026 by David M. Ward

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.

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

How to write a blog post in five minutes

January 8, 2026 by David M. Ward

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.

Filed Under: Content creation, Writing

How to ethically ask for reviews and referrals

January 6, 2026 by David M. Ward

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:

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.
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:

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.

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 David M. Ward

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 David M. Ward

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 David M. Ward

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.

Filed Under: Content creation Tagged With: Education-based marketing, faqs, Information

Why your content isn’t working

August 5, 2025 by David M. Ward

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.

Filed Under: Content creation, Marketing legal services

I thought about you this morning

July 15, 2025 by David M. Ward

I just got back from my daily walk. I usually listen to podcasts when I walk, and today, I listened to the aptly named “Walking is Fitness” podcast, which provides information and inspiration that helps people get started on their fitness journey and make it a habit.

That’s when I thought about you.

No, I didn’t think about your fitness level, or lack thereof. I thought about how a podcast might be a great way for you to get more clients and increase your income.

Hold on. I know I’ve mentioned podcasting before, and as I mention it now, I can hear you say, “I don’t have time for that,” but hear me out. Perhaps you do.

The walking podcast is just ten minutes. The man who does it records it on his phone while he is walking. Ten minutes out in nature, talking about what he does and knows and recommends.

Do you have ten minutes’ worth of information you can share about your work? Could you explain the law, share a war story or two, and encourage listeners to go to your blog or read your article and contact you to talk about their case?

If you don’t have ten minutes’ worth of information, how about 5?

You can script your message and read your script. Or jot down some bullet points and just talk. It really doesn’t matter. What matters is that you have something valuable and helpful to share, and share it. All you need is something to say and an app to record your voice. Add the recording to one of the many free podcasting platforms and post a link on your website and on social media.

Sounds good, you say, but how often do you have to do this? That’s up to you. You can post once or twice a week, once or twice a month, or once in a while.

One more question. Yes, you, in the back…“Most people listen to podcasts while doing other activities, like walking or driving or at the gym. How do you get listeners from your podcast to your website?”

The answer is to give them a reason to visit—more information, a free consultation or another limited-time offer, a helpful form or checklist to download — and a shorter and easier to remember version of the URL to your website.

But don’t worry about all of this, or any of it. As long as people are hearing your message and your name, you’re building awareness for your “brand” that will eventually lead to more traffic, more leads, and more business.

Filed Under: Content creation, Marketing legal services

Repurposing content

July 8, 2025 by David M. Ward

One of the best ways to build your law practice is to create content about your field and what you do to help your clients.

Writing articles and blog posts, posting on social media, recording videos and podcasts, and the like, are a simple and effective way to boost engagement with prospects and clients and professional contacts, establish your authority, generate traffic to your website, build trust, generate more leads, and “close” more of the leads you generate.

If you don’t create much content, no doubt the time required is a major factor.

You can reduce that time, and get a better return on your investment, by reusing or repurposing your content.

You can

Update a previously published blog post with additional thoughts, comments you received (and your replies to those comments), questions you were asked when you posted it (and your answers), additional examples from recent cases, and anything else that adds value to the original post
Expand a short post into a longer version
Convert a post or article for a different niche
Use the post as an outline for a new post for a different practice area
Cut up a long post into smaller posts
Compile several posts into a report and use it as a lead magnet for your newsletter, or for prospects who make an appointment or sign up for your webinar, or as bonus content for your new client welcome package
Add several posts to your email autoresponder for future opt-ins
Translate your articles into other languages
Write additional posts or articles on the same subject but with a different angle
Repost your article on sites like Medium or Quora or Substack

You can also

Convert an article into a blog post or a blog post into an article
Convert an article into a video or podcast episode
Convert the transcript of a presentation or interview into an article or post
Create an autoresponder e-course from a series of posts
Post your LinkedIn post on Facebook or vice versa
Compile articles into an ebook and publish it on Amazon
Use a series of posts as the basis for a webinar
Create an infographic highlighting key points in your article or presentation
Record your speech or presentation and post it on YouTube
Record a video speaking about the subject of your article and embed the video in the original post
Create PowerPoint slides and record yourself doing a summary of your article(s)

Need help? Ask your favorite ai for suggestions for ways to repurpose your content for your existing niche or repurposing it for different niches.

The easiest thing to do? Send it or post it again to your existing list because most of your subscribers didn’t see it six months ago, won’t remember it, or didn’t appreciate your message because they didn’t have the problem you speak about, but now they do.

I’ve used several of these strategies to repurpose and reuse content and recommend them. It’s a great way to get more bang for your content buck.

Filed Under: Content creation, Leverage, List building, Marketing legal services

Are you giving away too much free information?

June 24, 2025 by David M. Ward

Education-based “content” marketing is a long-established method for showing prospective clients you have the knowledge and experience to help them. Writing blog posts and articles, doing seminars and presentations, writing books, creating videos, posting tips on social, and so on, allow you to attract prospective clients and show them why they should hire you.

You don’t have to convince anyone. Your content does that for you.

Some lawyers don’t use content marketing, or not much of it. They say they don’t want to give away their knowledge and advice, they should get paid for it. They don’t want to train their audience to expect “free” and not see the need to hire them.

Other lawyers give away too much information and regret it for that very reason.

There is a middle ground. A way to use content marketing appropriately by showing clients the wisdom of hiring you and paying top dollar to do it.

Here are some content marketing best practices:

Use content marketing to educate your market about “why”. Why they have a problem or need, why what they’re doing isn’t working, why they need a lawyer’s help, and why that lawyer should be you. Show them what’s at stake, what might happen if they do nothing, and why they could make things worse if they try to “fix” their problem on their own.
Use content marketing to show the “big picture,” not the complete step-by-step. Show them what needs to be done, not how to do it. Show them that solving their problem is hard work, there are many moving parts and deadlines and details, and that it won’t be easy. But also show them the rainbow after the storm, that all the work will be worth it.
Use content to show how you are different from other attorneys. How you are better and faster, you are ready to go to work, and that you are worth more because you deliver more.
Use content to let them hear your voice—your personality, your philosophies, your stye, and what it is like to work with you.
Use content to show that you understand them and truly care about helping them. Use stories to show empathy and how you have helped many others in the same situation.

Information is cheap. Clients can get it in many places. Let them get it from you.

Give information generously. If you give too little, it looks you’re holding back. But don’t give too much or, true or not, they may believe they don’t need you.

Use content marketing to teach the why, hint at the how, and sell the need for your services.