To do a good job for your clients, you don’t need to get amazing verdicts, write award-winning briefs, or win accolades for your oratory skills. You don’t need to be the best lawyer in town. You need to deliver excellent results and keep your clients happy. 

And good enough is (usually) good enough. 

The same is true for your marketing. 

Let’s use “content marketing” as an example. 

As you know, content (articles, newsletters, videos, seminars, etc.) can attract prospects, build authority, and show prospects and referral sources what you’ve done for other clients. It is very effective at showing the world what you know and how you help your clients. 

You can build a thriving practice with content marketing. 

But if you’re like many attorneys, you don’t create a lot of content because it takes time to do it well and time isn’t something you have in abundance. 

The truth is, you can create good content in less time than you might imagine. 

The simplest way to do that (other than outsourcing) is to lower your standards a bit. Just like your services, good enough is good enough. 

That means you don’t need to research and write scholarly journals or publish pages and pages of information. You can make a statement or observation, ask a question, tell an interesting story, and call it a day. A few paragraphs are enough. 

It also means that you can repeat yourself.

Take something you said a few months ago and say it again. Because there are always new people joining your list or reading your article or post that weren’t around a few months ago, and because many of the people who were around before didn’t read what you wrote, or won’t remember it. 

You can also repeat your message with different stories or take-aways, because many readers and followers previously didn’t have the problem you’re writing about and didn’t pay much attention. Now they do have that problem and will hang on your every word.  

You also don’t have to be original. You can write what other lawyers write about because few people follow or subscribe to more than one or two lawyers. 

Finally, the quality and quantity of your content isn’t nearly as important as the consistency with which you deliver it. 

To successfully market your practice with content marketing, you don’t need to write brilliant prose or a lot of it. You just need to show up regularly in the mailboxes of your target market, and thus remind them that you are still available to help them.

Doing that once a week is (more than) good enough.

Curiosity is one of the most powerful marketing strategies there is. Prospective clients want information about the law, their risks, potential costs, their options, and the best way to handle their situation. That’s why they find your website, watch your presentation, or contact you. 

Many lawyers provide that information.

They write detailed articles, liberally post FAQs, and answer as many questions as possible, thinking the more information they provide, the more likely prospective clients will be to take the next step. 

Unfortunately, it often does the opposite. Too much information often is too much information.

You should provide a basic level of information, so they can see what’s at stake and that you have the knowledge and experience to help them, but anything you do beyond that can hurt your marketing efforts. 

Marketing should ignite curiosity, not satisfy it. Tell prospective clients enough to inspire them to call or email or make an appointment, but not so much that they don’t have to. 

And don’t do what many lawyers do: tell prospective clients next to nothing. 

We’ve all seen attorney websites and ads that are merely a list of services or practice areas. That’s not enough. 

Give prospective clients enough information, examples, and stories to inspire them to take that next step.