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:

Be normal

June 11, 2026 by
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News flash: lawyers are people. Human beings with personal problems, interests, and quirks. We have a lot in common with our bretheren (and sisteren) but we’re also different. 

Different personalities, looks, and styles. Which prospective clients notice, are attracted to, and remember. 

Which is why we all need to embrace our individuality and not try to be like everyone else. We need to be who we are, not who we think our clients want us to be. When we all look and sound alike, nobody pays attention.

We need to be who we are, but normal. Because clients don’t want to hire weirdos. 

Clients want an attorney who looks like an attorney. And sounds like an attorney. Professional, well-dressed, well-groomed, and well-spoken. 

Your headshot photo on your website and marketing materials needs to tell the world you know what you’re doing and are successfull doing it. The car you drive should tell the world you’re no slouch. How you dress, shine your shoes, and conduct yourself from the stage or speaking to clients and prospects and business contacts needs to fit an image that makes people like and trust you. 

You don’t have to hire a stylist or pay big bucks for a photo shoot. Just pay attention to the basics and don’t look like a slob. 

But don’t go the other direction, either. You don’t need $7,500 suits or $400 haircuts. Plastic surgery isn’t a requirement. You want to look your best but not look like you spend (your clients’) money recklessly. 

Perhaps the most important element to pay attention to is your writing. Your articles and blog posts, letters and emails, reports and memos, are often not only the first impression many people see of you, they live on the Internet for a very long. 

Write like a lawyer, but to be understood, not to impress. 

Spell-checking is a must. Grammar-checking and ai can help a lot. You don’t need to be paranoid about your writing or hire an editor for everything, but it couldn’t hurt to have someone look over your shoulder before you hit publish.

Lawyers are expected to write formally, mostly, use upper-and-lower-case words and complete sentences, avoid emojis, and do their best not to sound glib. But lawyers can also be familiar and informal, plain spoken, and down-to-earth. 

Don’t write like a professor or intellectual, unless you’re writing to professors or intellectuals. You can be warm and personable, and have a little fun with your words.

You know, normal. 

And if you want clients to feel comfortable with you and want to speak to you and work with you, you will. 

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Filed Under: Client relations, Communication, Content creation, Writing

Potty mouth

June 9, 2026 by
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The other day I started listening to a podcast about a productivity subject that interests me, but I couldn’t finish it. Not because the subject was dry or the content bad but because the presenter couldn’t seem to say anything without infusing it with curse words.

I just wanted to hear about the tools and the process, but every time there was another f-bomb or scatological reference, it was so distracting, I gave up.

I’m not a prude. I’m not strictly against cursing or rough language. But context matters, and when I’m listening to what is supposed to be a professional presentation, about a professional subject, I expect it to be done professionally.

This guy didn’t and it was off-putting. His manner of speaking made him look unintelligent and I judged the value of his content (that I didn’t stick around to finish) as unworthy of my time. It cost him a listener and potentional client.

I’m sure you understand this and don’t do what this fellow did. I know you are a professional and abide by professional standards.

So why am I telling you this?

To make a point about the importance of paying attention to what you say and do in front of clients and business contacts because some of them are judging you and the value of what you offer by what you say and how you conduct yourself.

It doesn’t mater how rough your audience might be, as professionals, we need to operate at a higher level.

Rule of thumb: if you wouldn’t say it in open court, don’t say it on stage or on YouTube.

But cursing is only one area we need to watch. I always have to look over my shoulder when I try to be funny and, too often, come off looking juvenile.

And, as I’ve mentioned before, politics is the third rail of interpersonal communication. Unless you have a political channel or have built your following based on who and what you support, or denounce, do yourself a favor and don’t go there.

Just don’t.

Religion? Lifestyle choices? Even something as seemingly innocuous as which celebrities you like and which ones you wish would stop talking, be careful.

There are a lot of opinionated people in the world and many are ready to “cancel” anyone who doen’t agree with them (especially lawyers, yes?), and you don’t need any of that.

This isn’t about pandering or being excessively timid. It’s about doing your job. It’s about knowing what’s important and what isn’t, and avoiding unforced errors.

I’m pretty sure nobody has refused to hire you because you didn’t curse enough or talk about politics enough. If you have a choice, and you always have a choice, don’t let anything get in the way of doing your job.

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Filed Under: Client relations, Communication, Content creation

Getting clients to choose you often comes down to this

May 19, 2026 by
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When clients and prospects read or hear your marketing message, what is it that persuades them to choose you instead of any other lawyer or firm? Your reputation? The way you talk about their legal issues and your solutions? Success stories of clients like them you’ve helped? 

Clearly, these are all factors. But when a prospective client finally decides to call for an appointment or fill out a form on your website, it often comes down to something much simpler. 

Your choice of words. 

Specifically, your use of “emotional trigger words” that evoke in them the desire to make the call or fill out the form. 

For example: 

  • You / your: Lawyers often speak in the abstract, hedge, attempt to be all things to all people. By trying to appeal to everyone, they weaken the appeal of their message and often get lower response.  The better approach is to personalize your message by speaking directly to the person who is reading it. Instead of saying, “We help clients create an effective estate plan,” for example, say, “Our services can help you protect your business and your loved ones.” 
  • Now / Immediately: You can create urgency, or enhance it, by telling people what to do and when to do it. “Call now to speak to an attorney about your case” is likely to get more calls than not telling them when to call. It also speaks to the fears or impatience many clients have about their situation, getting them to take action instead of waiting and considering other options.
  • Because / Why: When you tell people why they should respond, e.g., to get something, learn something, be able to do something, you’re showing them the benefits of doing what you’re asking or telling them to do. More people will respond when they clearly know the reasons why they should.

Effective trigger words might be those used by clients and referral sources in your target market, specific to the issues and desires associated with their needs or wants, as well as generalized words such as, “quick, simple, easy, better, proven track record, experience, guaranteed…” (assuming these aren’t prohibited or hyperbolic). 

Review your existing marketing materials and look for opportunities to make them clearer and more persuasive, more likely to get people to listen and to take action. A different word or phrase can make a big difference, changing the effect of your message from one that isn’t converting into one that consistently makes your phone ring. 

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Filed Under: Communication, Content creation, Copywriting

The right way to share your knowledge

May 14, 2026 by
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If you meet with a prospective client, or even an existing client, and tell them what you know about a given subject, offering information and advice about that subject, some lawyers and so-called marketing experts will tell you you’re being foolish. Your knowledge and opinions are your work product, they say, and you should never give that away; you should be paid for it. 

There are others, myself included, who tell you just the opposite. If you do it he right way.  

“Give away lots of information,” we tell you. “Share your knowledge and ideas liberally, because education-based marketing is extremely effective at showing people what you do and how you can help them, and if you do it right, it can be some of the most profitable marketing you do. 

But first, it depends on your practice area and services.

If you handle plaintiffs’ personal injury, for example, free consultations convert to new clients often enough to make it worthwhile, which is why most lawyers in that area offer them. With other practice areas, it can be a different story, because it takes time to speak with prospective clients and indeed, time is our most precious commodity. 

The thing is, many lawyers refuse to use content marketing because creating content also takes time. 

What they don’t realize is that that while speaking with invididual prospects can be a costly use of your time and might not provide a sufficient return on your time, spending the same amount of time creating content is usually differeent, because content scales. 

You might spend an hour or two writing a newsletter or creating a video or article, but unlike meeting with prospects individually, that piece of content might be seen or heard by hundreds or thousands of people, which might result in dozens of new cases or clients. Over time, and with sharing and referrals, those numbers could be even higher. 

But there’s more to consider. 

Many lawyers believe in the value of creating content, and do it, but don’t put a lot of effort into it. Their content tends to be generic and overly simple. Their content tends to attract less sophisticated clients or freebie-seekers, and not necessarily the best clients.

Better clients are attracted to better content. 

Which is why you should give away not just any ideas but your best ideas. 

Don’t hold back. It’s just information. If you give these away, you still have them and can use them again and again. 

If the information is good enough, it shows clients that you’re not like other lawyers, you’re different and better, and they can see why they should hire instead of those other lawyers.

If you want to attract the best clients, give away your best ideas. 

One marketing expert got it right when he said, “Be stingy with your time but generous with your ideas.”

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Filed Under: Communication, Content creation, Marketing legal services

Don’t stop talking about the law

April 7, 2026 by
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You have a newsletter, blog, podcast, or video channel. You create content for subscribers and followers, clients and prospects, and business contacts, and show them what you do and thus how you can help them or people they know. 

And it works. It helps you build your practice. 

Content about legal problems and solutions is a simple and effective way to educate your target market, drive traffic to your website, build your email list or social media following, attract leads and inquiries for your services, and otherwise get more cases and clients. 

So, don’t stop doing it. 

But there’s another way to use content to build your practice. 

Besides “legal” content, you can also create content about subjects that interest your subscribers and followers:

  1. Content about their industry, market, business, or local community, and/or 
  2. Content that could interest “anyone”.

Content about their industry or market is pretty straightforward. If you target small business owners, for example, you can create content that shows them how to get more customers or clients, improve their marketing or advertising, lower their expenses, or increase their productivity. 

You can write this yourself, outsource it, or interview subject-matter experts or your clients. 

What about content that might interest anyone? Here are some ideas:

  • Word-of-the day
  • Interesting quotes
  • Trivia
  • On-this-day in history 
  • Quizes
  • Human interest stories
  • Product recommendations

Just about anything, really. But it’s probably a good idea to stay away from politics, religion, and inappropriate humor. 

Either of these two types of “other” content gives your readers a break from your usual fare, which they might have stopped reading or watching if they haven’t recently had a legal issue. It might also make your content creation more enjoyable if you feel you’ve already said everything you need to say.

Of course, continue creating a preponderance of “legal” content, in the neighborhood of 80-90%, and a small percentage the other categories. You can also append “other” content to your regular legal content, adding a quote or interesting fact to the footer of your regular post.

But don’t be afraid to let go of legal-only content and do something different. 

You might be surprised so see that your “other” content gets more comments, more suggestions and ideas, and more re-posting and sharing; that engagement is far greater than you now get with your “regular” legal content. 

Would it be okay if your “other” content makes your numbers blow up?

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Filed Under: Communication, Content creation, Newsletters

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
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