Copywriting Archives - Page 12 of 16 - The Attorney Marketing Center

Is your marketing message like a horror movie? I hope so.

August 13, 2014 by David M. Ward

Suppose you went to a horror movie and it was 90 minutes of non-stop slashing and killing. No plot, no character development, no suspense. You see the bad guy in action from start to finish. You know what’s going to happen next (more blood and guts) and you don’t care.

Bad script.

A good script plays with your emotions. It makes you think something might happen to someone you care about, but you’re not sure what it is or when it will happen. It tells a story, so that you can feel what the characters feel and get scared right along with them. There is a rhythm to the film, with highs and lows and twists and turns which keeps the story moving towards a satisfying ending.

You need to tell a similar story in your marketing.

Let’s say you handle divorce and you have an email list. Prospective clients subscribe because they are interested in learning more about divorce and haven’t made up their mind about what to do. So, you start emailing. What do you say?

Many lawyers send their list an endless message depicting the client’s pain (bad marriage) and the ultimate solution (divorce). Every email is basically the same.

PAIN. PROBLEM. (HIRE ME). PAIN. MORE PAIN. MORE PROBLEMS. ONGOING PAIN. (WHAT ARE YOU WAITING FOR?) PAIN. PAIN. PAIN. . .

Bad movie. Your audience is more than likely to walk out (un-subscribe).

Nobody wants to listen to a non stop recitation of painful thoughts, any more than they want to watch 90 minutes of evisceration. Give your readers a dose of pain and problems, but then give them some relief before you go at it again.

Tell them about the problem and the solution you offer. Then, talk about something else. Tell them about one of your clients–what they went through and how they came out okay. After that, tell them another client story with a happy ending. Ah, just when they are feeling good and forgetting about their pain, boom, you remind them again about what might happen if they don’t take action.

The problems is still there. It’s not going away. They need to do something.

Next message, you might talk about alternative solutions. Mediation, counseling, marriage encounter.

Options. Relief. Something else that might work. Give them information, ideas, links.

Then, maybe something completely off topic. Talk about the wind chimes on your patio and how relaxing it is to watch the sunset and listen to the chimes after a hard day at work. Your list sees that you are a real person with problems and stress in your life, just like them.

Then you might talk about wills and trusts. This might not be one of your practice areas but everyone needs to know something about this, including people thinking about divorce. Give them a few tips. Refer them to a good estate planning lawyer you know.

Next up, more pain. They thought you had forgotten about that. They were trying to forget about it, but there you are, reminding them again. And you’re right. The problem isn’t going to go away by itself. They have to do something.

You mention that you have a questionnaire on your website that might help them put their situation into perspective. They fill it out. They see that you offer to speak with them, no charge or obligation, to answer their questions and tell them more about their options. They’ve been hearing from you for awhile. They trust you. They call.

Marketing is like dating. You don’t clobber the girl with a club and drag her to your cave. You court her. You let her know something about you and what you have to offer. You give her time to get to know you. You back off and let things develop naturally.

When she’s ready, she’ll let you know.

Learn how to build an email list and use it to get clients. Get this.

Filed Under: Closing the sale, Copywriting, Email, Marketing legal services, Newsletters

5 critical skills to teach yourself before opening your own law office

June 27, 2014 by David M. Ward

Reasonable minds may differ, but rarely do they differ so completely.

Exhibit A is this article: 5 critical skills to teach yourself before starting your first business. The skills, along with my comments:

1. Daily routine

I wouldn’t classify this as a skill. More like a habit. Quibbling aside, should this really be number one on the list of “critical” skills to teach yourself “before” starting your first business? Valuable? Yes. Critical? Not really. Could you develop this habit after you start your business? Um, yes you could. But then, reasonable minds may differ.

2. Email management (etiquette, productivity, security)

Okay, you haven’t opened your business, so you’ve got no emails to worry about. Are these skills going to bring in business? Help you get financing? Or do anything else a new business owner needs to survive and thrive? And couldn’t you just read an article or two to learn what you need to know and do?

3. HTML and CSS

Seriously?

I run a business. I know basic HTML (very basic) and nothing about CSS. I certainly didn’t need to learn anything before opening shop. I could make the case that this knowledge is even less important today, in view of WYSIWYG options like WordPress.

4. Marketing and Promotion

Finally, something we can agree on. Sort of. Marketing is a critical skill (a set of critical skills, actually), but you learn marketing mostly by doing it. Reading about it (or taking classes) doesn’t provide real world context.

In the real world, you learn an idea, you try it and see how it works. You adjust, make changes or try something different. You develop your skills by taking to real people. You learn by making mistakes.

In my humble (but accurate) opinion, you will learn more about marketing in a month of running yourÂ business than you willÂ Â in four years of college.

5. DataÂ AnalyticsÂ (Google, social media metrics)

Seriously?

Again, helpful, but not critical. And something you can learn as you grow. By the way, I can’t remember the last time I checked my stats. Just sayin.

Okay, what do you think about the author’s choices of critical skills?

What’s that? You want to see my list? Well, I have a different take on the whole subject.

I think that what’s needed before opening a business or a law office aren’t skills so much as values and attributes. Things like guts and persistence, the desire to change the world, a love of problem solving, and a passion for what you’re doing. That, and a big pile of cash, so you have time to learn and make mistakes.

I don’t think there any critical skills needed before opening your ownÂ law office. But if you want to be successful, hereÂ are 5Â critical skills you should develop as soon as you can:

1. Salesmanship

Lawyers sell clients on hiring us, judges and juries on finding for us, and opposing parties on settling with us. There’s probably no more valuable skill for a professional or business owner than the ability to communicate ideas and persuade people to act on them. But like marketing, this isÂ best learned in the act of doing.

2. Writing

If you’re not a good writer, you need to become one. You can read and take classes, (hint: study copy writing) but you have to apply what you learn. Write every day. In a year, you can become a good writer.

3. Networking

Arguably the most valuable marketing skill for professionals.

4. Leadership

Leadership is a skill and it can be learned. And it should be. If you have employees, or intend to, if you want to become a leader in your community or organization, study leadership, and start applying what you learn.

5. Touch typing

In terms of every day productivity, this is theÂ skill that that I would put at the top of the list. And hey, it is something you can learn before opening your ownÂ law office.

That’s my list and I’m sticking to it. So there.

The formula for marketing legal services.

Filed Under: Copywriting, Law office management, Marketing legal services, Networking, Productivity

Remember presentations better by structuring your content

April 22, 2014 by David M. Ward

Matt Abrams is an expert on public speaking and a lecturer at Stanford. In a recent article, he says you will be better able to remember presentations by “structuring your content,” rather than presenting it randomly.

He explains:

“Having a structure helps you remember what to say because even if you forget the specifics, you can use the general framework to stay on track. For example, when using the Problem-Solution-Benefit structure–which is good for persuading and motivating people–you first lay out a specific problem (or opportunity), then detail a solution to address the problem, defining its benefits. If you are in the middle of the Solution portion of your talk and blank out, recalling your structure will tell you that the Benefits portion comes next.”

Not only does the structure give you a framework for recalling how the information fits together, I can see how it helps your audience better understand and remember your message.

Abrams says his favorite structure is, “What?-So What?-Now What?, which can help you not only in planned presentations but also in spontaneous speaking situations such as job interviews.”

What: Your message or claim

So What: Why it matters; the benefits if it is accepted

Now What: What to do next; the call to action.

I like this, too. It can be used for formal presentations, papers, briefs, articles, letters, oral arguments, and blog posts. You can also use it to help a client understand where things are in a case and why they should follow your recommendation.

The article has additionalÂ tips on public speaking, including how to practice a presentation.

For more ideas forÂ structuring reports and other content, see my 30 Day Referral Blitz

Filed Under: Communication, Copywriting, Presentations, Public Speaking, Writing

Attorney advertising: don’t let this happen to you

September 25, 2013 by David M. Ward

The other night I heard a radio commercial for a tax attorney. Not a “tax resolution” firm that does offers in compromise, a regular tax firm. At least that’s the way it was presented.

This was during “drive time” on a station that probably has many hundreds of thousands of listeners.Â Drive time radio is expensive, especially on a show with a big audience. How many listenersÂ have a tax problem and can afford to hire an attorney?

I’m sure the attorney doesn’t need many clients to pay for the ads and turn a profit. But why not advertise on a Sunday “investor” show? Small audience, but much more likely to need a tax attorney. And the cost of that kind of show is a fraction of the cost of a “drive time” ad buy.

Anyway, I’m listening to the ad, waiting for the call to action. Now if you were running expensive ads on drive time radio, what would you want as the call to action?

You would want to offer a free report, wouldn’t you? So you could build a list of people who aren’t sure they need an attorney and need more information. A list of people who don’t have a tax problem right now but think they might soon.

Yep, that’s what you’d want. You are an attorney advertising genius.

But not this attorney.

This attorney made the same mistake most attorneys do in their ads. The call to action was to have listeners call the attorney’s office to make an appointment. (I don’t remember if he was offering a free consultation.)

The ad never mentioned the attorney’s web site. No “free report”. No way for the attorney to generate leads of prospective clients so he could stay in touch with them.

Call or don’t call. Those were the options.

Of course there’s nothing wrong with telling people to call for an appointment. But don’t make that the only option. Reach out to the “maybes” and get them into your marketing funnel. Build a list of prospective clients. Some of them are going to need your services at some point and you want to be “in their minds and their mailboxes” when they do.

One more thing. If you’re driving home from work and hear a radio commercial, what’s easier to remember a phone number or a website?

Exactly.

Anyone who advertises today and doesn’t include a website is really missing the boat.

You don’t have to advertise, but you do need a website. Find out what to do here.

Filed Under: Advertising, Copywriting, List building, Marketing legal services, Online Marketing, Web traffic Tagged With: call to action, free report, media buy, offer, radio advertising

How to qualify prospective clients in four seconds or less

September 19, 2013 by David M. Ward

Would you like to know if someone is a candidate for your services within four seconds of meeting them?

I just read about a financial advisor who built a very successful business doing that. He cold called investors, introduced himself, and asked a simple question: “Are you looking for a new financial advisor?”

He didn’t ask if they were interested in getting information about a hot stock. He didn’t invite them to a seminar. He was looking for people who wanted a new advisor and that’s what he asked.

They either were or they were not. If they said yes or maybe, he moved forward. If not, he moved on.

Hold the phone, I’m not suggesting you cold call. Or that you ask people you just met a qualifying question. “Hi, I’m Joe. Are you looking for a divorce lawyer?”

But I am asking you to put on your thinking cap and come up a good qualifying question for your services.

There are many ways to phrase the question:

Are you looking for. . .?
Do you need. . .?
Which of these works best for you. . .?
Do you have this problem?
Have you ever. . .?
Why are you. . .?
Are you ready to. . .?

You might put the question on the home page of your website, front and center, to let visitors know they’ve come to the right place.Â You might not ask until someone has had a chance to read something, get their questions answered, and get a sense for who you are.

You might ask in conversation. Or hand over a brochure or report that asks for you.

On the other hand, you may never vocalize the question or put it in writing. The question may be no more than sub-text. But there it will be, guiding you and qualifying your reader or listener.

Crafting this question will help you define your “ideal client”. What is their problem? Where are they in the process? What other solutions have they considered or tried? It will help you qualify prospective clients, possibly in four seconds or less.

So, what would you ask someone to find out if they are a prospect for your services?

Do you want help describing your ideal client? Get this.

Filed Under: Copywriting, Marketing legal services, Networking, Online Marketing, Presentations, Public Speaking, SEO Tagged With: ideal client, prospecting, qualifying

How to use anticipation in marketing legal services

September 9, 2013 by David M. Ward

As Carly Simon’s classic song, Anticipation, reminds us, it’s the not knowing that keeps us excited, engaged, and alive.

What presents will I get for Christmas? Will she marry me? Is it a boy or a girl?

Thinking about what might happen keeps the adrenaline flowing and the heart beating faster. We can’t wait for “the day” to arrive. We toss and turn all night. We check our email for the fourth time in ten minutes, because we are thinking about what might happen.

You can use anticipation in marketing your law practice. Some examples:

When you tell a client story or present a case history, don’t lead with the verdict or result. Hold this back. Pique the reader’s or listener’s interest and make them wait to find out what happened.
Use curiosity to keep people engaged when you speak or write. Mention early on that you will be revealing something important later, something they won’t want to miss.
In your newsletter or blog, give hints today today about what you will reveal tomorrow. Give a nugget or two to whet their appetite for more.
When you have an upcoming event, promote it well in advance. Build the excitement and momentum leading into the event through a series of announcements. Hold something back so you always have “news”. Offer a “sneak peak”. Announce a “surprise” guest speaker.
When you deliver information to prospects or clients, find ways to break it up into smaller pieces. Instead of one long article, do a three-part series. Instead of an hour long video, send them a daily 15 minute video.

Use anticipation in marketing your services and you will keep people engaged, excited, and coming back for more.

Get more clients and increase your income. Click here.

Filed Under: Communication, Copywriting, Marketing legal services, Writing Tagged With: creating curiosity

People are stupid

August 30, 2013 by David M. Ward

It is said that one should never underestimate the intelligence of our fellow man.

That’s a load of crap. People are stupid.

They can’t think. The can’t write. They don’t understand.

Their vocabulary consists of twelve words, none more than two syllables. They have the attention span of a goldfish.

Dumb. Thick as a brick. Stoo-pid.

If you don’t believe me, go read the comments on just about any Youtube video.

See? People are stupid.

At least that’s what you should assume when you write or speak.

Never assume people will understand what you are saying. Spell it out. Say it so they can’t possibly misunderstand.

Use plain words. Short sentences. Word pictures.

Short lists. Simple examples. Precise instructions.

This actually takes some work on your part. It’s not easy to write simply and plainly and not sound like you are talking down to people. It’s much easier to write like a lawyer, but I urge you not to, even if you’re writing for lawyers.

Write and speak to communicate, not to impress. Don’t make people work any harder than necessary to understand your message.

Keep things simple so everyone can understand. Stupid people will thank you. Smart people won’t mind.

If you want a (simple) marketing plan that really works, get this.

Filed Under: Communication, Copywriting, Public Speaking, Writing

How to market by email (NOT)

August 8, 2013 by David M. Ward

I got an email this morning from a guy trying to sell me his Internet marketing services. You’ve probably seen emails like this a thousand times.

The subject says, “Schedule call”. The email starts, “Are you getting the most out of your Internet marketing efforts? More than 80% of businesses and consumers research products and services online before making a purchase, creating a massive opportunity from an effective campaign.”

Blah blah blah. Yada yada yada.

He goes on to tell me how great his company is and asks to schedule 30 minutes on the phone to tell me what they can do for me.

Now if this guy knew ANYthing about Internet marketing, he would not be doing this. This is NOT how to market by email.

Yeah, I know, he wouldn’t do it if it wasn’t working. Lucky for him, there are plenty of people who know even less than he does about marketing and if he sends enough of these emails, he will get some business. But not nearly as much as he could if he was doing things the right way.

I’m not being critical of his email because it arrived unsolicited.Â I don’t get bent out of shape when I receive unsolicited email.Â But. . . don’t subscribe me to your list without my permission and make me DO something to get off of it. So guess what this idiot did?

Oh no you didn’t! (Yes, he did.)

So. . . instead of simply deleting his email and parting friends, after I unsubscribed, I clicked and identified the email as SPAM. As others do the same, eventually none of his emails will get through to anyone’s inbox.

As I say, this dumb bastard doesn’t know anything about Internet marketing.

But the problem with the email isn’t that it arrived unsolicited. The problem is that the email is a stinker.

It should be blindfolded and executed by firing squad.

You don’t need to see the entire email. All you need to know is that it’s all about the company and not. . . about ME.

There are some bullet points that attempt to suggest benefits: “Maximizing social media for business development,” and “Ensuring your website stays up-to-date on search engine. . .”.

Zzzzzz.

Boring. Weak. Trite.

Stuff we’ve seen so often our eyes glaze over.

And I don’t want to “maximize social media for business development”. I want clients. I want people to hire me and pay me. I want more people to find me and sign up for my list so that more people will hire me and pay me.

Okay, what is he offering? Even a poorly written email can be effective with a strong offer.

Hmm, . . a 30 minute phone call. . . so he can try to sell me something. . . yeah, thanks but I’m just going to have to pass.

Even if I liked his email, it’s too soon in our “relationship” to close for a phone call.

What could he have offered that might have gotten me to click?

Information. A report, for example, with tips and advice about how I could beef up my Internet marketing, get more traffic, more sign ups, and more clients.

I might have at least taken a look.

If the report delivered good information, I might have been open to learning more about his company and what he can do for me.

Most lawyers aren’t going to send out unsolicited emails. But if you do, that’s how to do it.Â The same goes for your ads, speeches, and articles. Or when you are networking.

Don’t talk about yourself. Don’t go for the close the first time you communicate. Talk about the prospect. Offer information.

Let the information demonstrate your knowledge and experience and sell the reader on hiring you or taking the next step.

There. Now you know more about Internet marketing than this guy. Please don’t subscribe me to your list.

Need help with Internet marketing? ThisÂ shows you what to do and how to do it.

Filed Under: Communication, Copywriting, Email, Marketing legal services, Online Marketing Tagged With: how to market by email, how to market via email, Internet marketing for attorneys, unsolicited email

Use emotional word pictures to sell more legal services

June 14, 2013 by David M. Ward

Let’s say I’m selling oranges instead of legal services. I want you to buy my orange so I give you the facts: oranges are good for your health, they taste good, and they are economical. I am very experienced in growing oranges. Many people have bought my oranges and been satisfied with their purchase.

So, do you want to buy my orange?

Maybe, maybe not.

How about if I tell you my orange has a brightly colored peel and a nob at the top and the skin is not too thick and not too thin. You can picture my orange, can’t you? It looks pretty good, doesn’t it?

But you still may not be ready to buy. Let me have another go at it:

The orange is hefty in my hand and as I squeeze it and tear away the upper part of the peel, juice squirts into the air and I can smell the distinct orange fragrance. The naked orange feels sticky in my hands. I dig my thumbs into the top and pull it apart and juice drips onto my fingers. I put a slice into my mouth and the sweet liquid makes my mouth pucker. As I bite down, juice explodes inside my mouth and cascades down my throat.

Not only can see the orange, you can smell it, feel it, and taste it.

My mouth is watering right now, how about yours?

Emotional word pictures stimulate the right side of the brain, where our emotions operate. Engaging the emotions of your listener not only makes it easier for them to understand your message, it also makes it more likely that they will be persuaded by it.

You may not always be able to invoke their other senses, but if you can help them picture what you are describing, or better yet, the results of what you are offering to do for them, you will make it more likely that they will hire you to get it.

Learn more about how to be more persuasive in The Attorney Marketing Formula.

Filed Under: Communication, Copywriting, Marketing legal services, Presentations, Public Speaking, Writing Tagged With: emotional word pictures