Some clients want to know. Some don’t. 

November 5, 2026 by
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I was watching a doctor’s video about his dietary recommendations for treating a certain medical condition. What to eat, what to avoid, and why. 

I clicked off after a few minutes. 

It was too much information. Too many details. Too much science. Too hard to follow. I wasn’t interested in all that information, I just wanted to know the bottom line. 

I wanted to see if I’m on the right track. I didn’t want to know everything. 

Your clients are the same. 

Some clients want you to explain, in detail, all the laws and procedures. They want to know what they should and shouldn’t do, and why. Other clients don’t want all that, they just want to know what you think about their situation, if you can help them, and how much it will cost to get started.

Some clients want the basics. Some want to know everything. 

And you have to know (or find out) which is which so you can give each prospect or client enough information and not too much.

How do you know what they want? You ask them. Ask why they came to see you, give them a basic introduction, listen to what they tell you, listen to what they ask you, and go from there. 

Don’t assume anything. Let them tell you what they want to know.

And give them as much time as they need. Some will take a lot of your time because they have lots of questions and want to know everything. Some won’t. 

Don’t be like most medical doctors today and talk to your “patients” for 5 minutes before you hand out a presciption and send them on their way. I hate that, don’t you? 

Yes, I know, time is money. You can’t afford to spend hours talking to every prospect and answer all of their questions. You have paying clients to take care of and cases to work on and need to make that your priority. 

Relax. It will all average out.

You’re in a helping profession. Give the client as much time as they need, without the meter running. Some will take a lot of your time (and not hire you). Others won’t. 

On the other hand, you also have to protect yourself because there are only so many hours in a day.

Use technology. You don’t have to explain everything to everyone personally. Create content and put it on your website, on social media, or offer to email it to them, and let your content do some of the talking for you.

Talk to the client, show them you can help them, explain the basics, and point to your content where they can learn more. 

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Filed Under: Client relations, Communication, Content creation, Marketing legal services, Uncategorized

Still not sure if you should start a newsletter, blog, podcast, or channel? Here’s how to find out.

October 20, 2026 by
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You don’t have a newsletter (etc.) but you’ve heard (repeatedly) why you should, and you’re tempted. Or, you have a newsletter and are thinking of starting a second one, for a different  practice area, niche, or target market.

Should you?

Will it generate enough business to justify your time? Do you have enough to say to justify a newsletter or a second one? Will it lead to new cases and clients, more repeat business and referrals, or will it cause you to lose focus and regret your decision?

I can’t tell you. But I can tell you how to find out.

Yes, you could try it and see what happens. And how you feel about what happens.

Or you could do a beta test.

Instead of announcing your newsletter (et. al.) and promoting it to everyone you know, try the idea on a smaller scale.

Here are some options:

** Don’t send the first issue of your newsletter to your entire list of 3000 clients and prospects and business contacts, send it to 300. Or 30. What happens? Do you get positive feedback? Do people want to hear more? Are you encouraged and want to continue, or realize it would be a mistake?

** Instead of sending a 1,000-word missive, send 300. Or 100. What happens? How do you feel about that?

** Segment your list. Send one or two issues of your new newsletter to long-term clients who know and trust you and will stick with you even if your plans change. Or, send those first two issues to prospective clients only, who won’t care what happens. Or send it to seminar attendees who didn’t schedule an appointment, or social media followers on just one platform.

** At the end of your next seminar or podcast or mailing, mention what you are planning and call for a show of hands to see who’s interested in your newsletter or podcast.

** Send out a questionnaire, describe what you’re planning, give recipients 3 to 5 different topics (for articles, practice area content, format), and ask which one they would be interested in getting. If most choose the same topic, that’s a clue. If you don’t get many responses at all, that’s also a clue.

** Do a soft launch. Don’t announce or promote anything, just mention the newsletter in a P.S. in your next email or post, and see if anyone clicks.

** Create a tip sheet, short report or audio or video, offer it widely, see who watches, leaves comments, asks questions.

** Ask for feedback. Launch your newsletter to everyone, tell them it’s a test to see if people want to get more like it, and ask for replies or comments.

Your list can help you decide if there is sufficient interest in your idea. If you’re still not sure, find another lawyer or firm that targets your market and see what they do. If your successful competitors have newsletters or video channels, maybe you should, too.

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Filed Under: Content creation, Marketing legal services, Newsletters, Social media marketing

Some lawyers write two newsletters. Should you?

October 13, 2026 by
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Two newsletters? A second blog? More than one podcast or video channel? Why on earth would you do that? 

Because you have more than one practice area, target market, types of cases or clients or niches  and one market doesn’t want or need or relate to the other. If you target consumers for injury cases, for example, but also offer services to small business owners, or a sizable segment of your list speaks another language, a single newsletter or blog might not do what you want it to do. 

You start another blog or newsletter to bring in a different type of case or client. It’s a smart way to grow a general practice or a multi-disciplinary practice, or to target another niche.

So, should you do it? In theory, absolutely. In practice? Don’t be ridiculous. 

It’s challenging enough to build one marketing channel successfully; how can you possibly do it with another? 

So no, don’t do it. You don’t have the time. You’ll lose focus. You have enough on your plate already. So no, don’t start another newsletter or channel. Don’t even consider it.

Unless…. 

Unless the idea excites you and makes total sense for your practice. And you have sufficient resources, e.g., time, employees, ideas for content, technical know-how, etc., and, most importantly, you’ve thought about the idea for awhile and can’t stop thinking about it. 

In that case, do it. 

If you’re still not sure, test the waters. Tell your subscribers or followers what you’re thinking about doing and see if they show interest. Ssend out a survey, talk to some of the leaders in the market, post a sign up sheet on social. 

See what your folks think about your idea. 

Or, just start and see what happens. 

Does anyone think it’s a good idea? Something they would sign up for? Encourage you to do it? 

After you’ve done it for a couple of months, do you still love the idea? Look forward to writing the next article or post?

And, what is the market showing you? 

Are you getting a steady stream of comments, questions, success stories, and engagement from subscribers and followers? Are you getting new appointments and signing up new clients?  

If it’s working, keep going. If not, you can back off. 

That’s the way marketing works. You try things, see what happens, do more of what’s working and eliminate (or fix) what isn’t. 

Try things. And keep trying them. You might be very glad you did.

No matter what happens, you’ll get better at marketing, writing, and talking to clients and prospects about what they need and want, and showing them how you can help them get it.

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Filed Under: Content creation, Law office management, Marketing Plan, Newsletters

When you don’t know what to write about, write this

October 8, 2026 by
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I get it. Consistently finding content for a newsletter or blog (et. al.) can be challenging. 

You’ve collected a backlog of ideas (and already used the good ones). You’ve encouraged clients and prospects to ask you questions you can respond to, but they haven’t sent you any. You regularly think about your current cases and client work and note what might be a good topic for your blog or newsletter. 

But the well is dry. 

You want to write something but you can’t think of anything to say. Or you’re swamped with work and don’t have time to write anything even if you have a great idea. 

I’ve got your back. Help is on the way. I’m going to give you a very simple way to create a post or article in a matter of minutes.

You’ll be done in no time. 

Actually, I’ll give you two ways. Both are simple. So simple, if you use them, you’ll feel like you’re cheating. 

And you are. But in a good way. 

The first way to create content when you don’t know what to write about is to go through your collection of reading material, articles, notes, ideas, things you’ve seen other lawyers or experts write about or speak about, and steal their thunder. 

Write what they wrote about. 

If you felt it was worth saving the idea to your notes to read or use, it’s probably worth sharing with your readers and subscribers. Do it. Write something about something they said. Comment on it, share an example of it from your life. 

Criticize the idea or applaud it. 

Describe what they said and what you think about it. As simple as that.

Your opinion will interest your readers because they are your readers. They care about what you think. When you tell them you found an article or video worth noting, they want to know what you thought about it before they invest time in it, or instead of doing that.

Tell them the article’s premise and tell them if you agree. Or think it’s bollocks. Or have anything else to say about the subject.

If you link to the original, they may go read or watch it. But you don’t have to. Either way, you’re covered. 

Because nobody owns ideas. They found the idea and wrote about it. You can, too.

Now, if you have more than a few minutes, and you want to do more than mention what someone else said (and what you think about it), take the idea and write your own article or post about the subject.

You don’t have to quote them or give them credit for the idea. Just write what you want to write. Pretend the idea is yours (because, by default, it is). I do it all the time. So does everyone who writes content. 

When you put this tool in your content toolbox, you’ll never run out of content ideas. As long as anyone else in the world is creating content, you’ll always have a way to do it.

Read a lot and write about what you read.

If you like this idea, if you thought it was easy, maybe even obvious, you might like the second idea even better. 

Becauase its even easier. And just as obvious.

Go through your files and find something you wrote in the past, years ago, even, and (drumroll) republish it. 

Yes, you can do that. 

Send it your subscribers again. Post it on your blog again. Tell the same story in your next presentation or interview. 

The people who saw or heard it the first time you said ir or published it won’t remember. Or care that you’re using it again.

Of course, many of your readers, perhaps most, will be seeing it for the first time. 

Winning!

Now, if you have a bit more time, and you want to, go ahead and update your post. Add new cites, new thoughts, new comments, modifications, or information. Reflect on what you wrote before, retract it or double down on it. 

Agree with yourself or change your mind. No rules. 

Steal from yourself. It’s good for what ails ya. 

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Filed Under: Content creation

What, when, why, and how?

October 6, 2026 by
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When a client or prospect asks you a question, about the law or their situation, when they want information or your opinion or advice, do you usually answer or do you suggesst they make an appointment, (because your knowledge and opinion are valuable and you are entitled to be paid therefor?)

Sometimes, there’s a fine line. I suggest you draw that line on the side of answering their questions, because it is a natural way to show a client or prospect why they need to hire (and pay) you. 

You can’t tell them everything, of course, but you can tell them enough to show them the seriousness of their situation, deliniate the issues, explain how long it could take to resolve their situation, and how difficult it might be. 

Questions let you say things like “it depends” and otherwise allow you to demonstrate the nature and extent of your expertise and experience. As a result, you don’t have to go into presentation mode and convince anyone they need to hire you. Your answers do the selling for you. 

Which is why you should encourage clients and prospects to ask you questions. There more the better.

There’s another reason to do that. Those questions, and your answers, give you content you can use in your newsletter, blog, articles, and speaking. 

There’s nothing more compelling than telling readers or listeners about a question you were recently asked (or are often asked), and answering it. 

There’s also no easier way to create content. 

They ask, you answer, and your post or that segment of your speech is done. 

When you create content from these questions and answers, you also get to talk about cases and clients you’ve handled, which tells your readers that you know what you’re doing and  can help them with similar issues. 

Questions and answers prompt readers to think about their own situation, leading to more inquires, appointments, and engagements. 

And more content for you. 

Which is why you should encourage clients and prospects, readers and listeners, to ask you questions. 

Questions help you build your practice.

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

How to write a newsletter in 15 minutes (without ai)

October 1, 2026 by
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The problem with writing a newsletter is you’re writing a newsletter and that takes a lot of time. An hour or two every week, or every month, is more time than most attorneys have available or are willing to commit. 

Time to re-define the definition of a newsletter. 

Instead of thinking of a newsletter as something that requires hours of valuable, billable time, consider an alternative. Something that achieves the purpose of having a newsletter but can be done in a fraction of the time. 

In other words, a few minutes instead of a few hours. 

To do that, without hiring someone or delegating the task, or using ai to do the heavy lifting, think about the real purpose of writing a newsletter. It’s not (necessarily) to teach people all about the law, it is primarily a mechanism for staying in touch with clients and prospects in a way that reminds them that you are still available to help them and thus prompt them to contact you. 

And you don’t need thousands of words or even hundreds of words to do that, nor do you need to spend hours crafting those words. 

You can do the job in just 15 minutes, once a week or once a month or, if you must, once in awhile. 

If that’s true, would you start or re-start a newsletter? At least give it a try? 

Great. Here’s how to do it.

Instead of calling it a newsletter, with all the solemnity and scope this suggests, call it something lighter and simpler. Something along the lines of a “Tip-of-the-week”. 

3 paragraphs. 100 words. A single idea, piece of advice, reminder, definition, or thought.

For a consumer oriented practice, you might explain the meaning of “Comparative negligence,” report why your city changed the speed limit on your main thoroughfare last month, or offer a few worsds about why a living trust instead of a will (or why both).

Yes, as simple as that. 

Informal but interesting.Something that shows you know some things and want to share them. 

Whatever your idea or topic, it should be quick and easy to write (so you’ll write it), and equally quick and easy for your readers to read, which means they’ll do it, appreciate it, and look forward to your next tip. Oh, and maybe share your tip with friends and family, customers or clients.

And, guess what? If you ever find yourself “tip-less” and can’t think of anything to share, that’s when you could use ai (if you want) to provide you with ideas for you to write about. 

When you have a endless suppy of ideas and the writing can be done quickly and easily, you have a recipe for success. Now all you need are some email addresses. 

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Filed Under: Communication, Content creation, Newsletters

Promote trial

July 28, 2026 by
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No, not that kind of trial. Trial as in the way many apps are sold in the App store: “Download our app and try it before you buy it”. Customers try the app, see how it works, decide they like it and buy it. For many developers, a free trial results in more sales and higher profits. That’s why so many companies offer them. 

And then there’s the legal world. Most lawyers don’t let anyone try before they buy. Clients either hire them or they don’t. 

The risk is on the client and if a competitor offers any kind of free trial, many clients will hire them instead. 

But that doesn’t mean lawyers should always offer a free trial, or even free consultations. They work for some practices and niches but may not work for yours. Or they might work but you might not be comfortable offering them. 

Fortunately, there are other ways to get clients to try you before they hire you. And you may already use some of them. 

Trial can be accomplished through free seminars, a newsletter, writing articles, blogs, and books. You might offer free downloads (forms, checklists, case studies, or other resources) on your website. You might do podcasts or videos or get interviewed by experts or influencers on their podcast or channel.

Prospective clients read or hear you speak about their legal situation or their industry, learn about solutions and opportunities that are available to them, and get a sense for what it would be like hiring or working with you. 

They get a sample of what you offer, even though they haven’t actually hired you.

If they like what you say, and how you present it, they are more inclined to hire you than they might be if you required them to pay you first.

Free content, free consultations, free seminars, or even just a brief conversation with you could help let clients (and referral sources) try you before they buy you. 

If it does, you might have a great way to bring in a lot of new business, and you don’t need an app to do it.

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

Bad marketing advice for attorneys

July 16, 2026 by
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“Stop talking about yourself”. That’s the advice we’re often told about marketing, but I don’t agree with it. Most lawyers need to talk about themself more, not less. 

But there is a limit. 

If you added a new article to your website or recorded a new video, if you’re writing a book or speaking at an upcoming event, if you were just hired by a well-known client, tell your subscribers and followers about it. 

And tell them why they should care. 

If they read your article or come to your event, what will they learn? How will they be better off? If you hired a new adminstrative assistant, how will this help you do a better job for your clients?

If there’s a benefit to your reader or follower, talk about it. That’s something they will definitely want to hear. 

Why should they care that you were just hired by a well-known client? You may be proud or excited but what’s in it for your other clients?

Sometimes, the benefit is implied. If a well-known company in their niche hired you, it suggests to your other clients that they are in good company. Clients want to hire attorneys that are in demand by other clients, especially when they are well-regarded in their market or industry. 

Okay, but what about sharing personal stuff? Nobody cares about what you ate for breakfast or where you went on vacation. 

Maybe they do. 

Clients and prospects and colleagues–the people who read our newsletter or blog or follow us on social, the people who hire us or refer others to us–want to know that we have a life outside of our work. 

But again, there’s a limit. 

If you did something or saw something on your vacation you believe will interest readers or followers, tell them about it. But make sure it’s interesting. 

Maybe it’s a lesson you learned about how things are done in a different country or culture, something you’ve never experienced or thought about before, and maybe your readers will be interested to hear about that difference. 

Why would anyone be interested in what you ate for breakfast? 

Well, maybe you tried a high-protein, low-carb meal on the recommendation of a friend who has lost a lot of weight or improved a medical issue by doing that and you’re encouraged. Maybe some of your readers will be interested in trying that because they have a similar challenge, or they simply care about you and want to know that you’re doing well. 

Sharing personal stories is fine. But make them interesting. Relevant. Or fun. 

And don’t go on an on about it.

People want to know things about you beyond your resume. Tell them something. Just don’t tell them everything.

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Filed Under: Communication, Content creation, Marketing legal services

Content marketing: is it right for your practice?

July 14, 2026 by
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Content marketing is a simple and effective way to market legal services. It helps prospects and the people who can refer them to find you, through search and sharing, shows them what you do and how you can help them, and shows them why they should choose you instead of other lawyers or firms who list their practice areas and services but provide little or no evidence of their knowledge and abilities.

It’s “education-based marketing” and has a long history of success in marketing professional services and other service businesses in a multitude of niches and markets.

But is it right for you?

Many attorneys say it won’t work for them because they don’t have enough time to do it, or they don’t have enough to write or talk about.

If that’s you, I urge you to try it, or, if you have tried it, try it again. Find a way to make it work because not only is it a simple way to bring in new clients, repeat business and referrals, it’s a great way to build your reputation as a leader in your practice area or market.

Even if you already have an effective marketing program in place and don’t “need” anything else, find a way to write or record something.

It doesn’t have to be brilliant. You don’t have to write journal-quality content, just a few words or thoughts or ideas relevant to the people in your target market or niche. A short message that lets you connect or re-connect with people you know and people you want to know is more powerful than you can imagine and takes less effort than you might fear.

Sending an email to 50 people is a lot easier than meeting with them in person, and nearly as effective.

You can write about subjects you’ve written about before (as I am doing right now); if it’s worth saying once, it’s worth saying again. And it doesn’t have to be original to you. Write about what other lawyers, experts, business leaders, authors, and others write or speak about. Tell why you agree with them or where you differ. What you liked about what they said and what you didn’t. Give your opinion, share your stories or thoughts, or just summarize theirs.

Or “steal” their ideas and write your own piece. Yes, you can. I do it all the time.

How often do you need to create or publish something? Once a week, or once a month, or even once in a while. Anything is better than “never”.

Hold on. Enough with all the questions. Instead of trying to figure it all out before you start, just start. Write something and send it to someone. Send it to one person. Someone you know or someone you want to know.

Can’t think of anyone? Send it to me.

Do it today. You’ll be glad you did.

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Filed Under: Content creation, Marketing legal services, Newsletters

Easy-peasy content creation for lawyers 

June 18, 2026 by
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It doesn’t take a lot of time. You can use it to develop blog posts, articles, videos, podcasts, or any other type of content, and use that to bring traffic to your website and inquires about your services to your inbox, almost on auto-pilot. 

And no, it doesn’t depend on ai. 

It’s also a great way to meet prospective clients and other professionals, aka, referral sources, and simultaneously position yourself as a leader in your niche or market. 

Easy-peasy and a great marketing tool. 

What is this miracle method for building a law practice? Interviews. Ask someone about a subject that might interest your subscribers, readers, business contacts, clients, or prospects. 

You ask questions, they answer. They get exposure, you get content. Easy-peasy and as simple as it gets. 

Ask about their work, their area of expertise, a recent case or issue they handled. Ask about something they’ve done or are planning to do. Ask about changes in their industry, changes in the law, changes in their business or practice affecting their clients or customers. 

You can ask about the same subject they’ve talked about on their blog or in other interviews, or something completely different. How have things changed, do they have any predictions or desired hanges, do they have thoughts about something your readers should know about?

If they’ve written or spoken about a subject before, could they give your readers a summary or a few tips or a success story (or horror story) your readers might like to hear?

You can also ask them what they suggest you ask them. It makes the job easier for both of you when you know what to ask and they know what they will be asked. 

Where do you find people to interview? Anywhere. And everywhere. What do you read and who wrote it? What do your clients and prospects read or listen to? Who do they follow on social?

NB: this is one area where ai could help. Ask a chatbot to suggest content creators, authors, subject-matter experts, YouTubers or people in the news you might contact about an interview. 

Or throw a dart at a list and pick someone at random. 

There are an almost unlimited number of people you could interview, not just “willing” but thrilled to be asked, who have something valuable or interesting to say, about an almost unlimited number of subjects. 

Relax. You just ask questions. They do most of the work. 

It’s a great way to meet people in your industry or market. Networking on demand. If you’re shy or slammed for time, you can do everything on the phone or via email. And, if it goes as well as I’m sure it will, they might ask to interview you in return, 

Anyway, don’t overthink this. Once a month, or once in awhile, ask someone to tell you something about themselves or their work and use that to create a piece of content.

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Filed Under: Content creation Tagged With:
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