Copywriting Archives - Page 3 of 15 - The Attorney Marketing Center

How to convert more prospects into clients

May 3, 2022 by David M. Ward

Between you and a new client is your website. And your articles and blog posts, sales pages and other content. It’s the same on social media, in your presentations and interviews.

And if you do what many lawyers do, you’re shooting yourself in the foot.

What do they do? They publish a lot of long-winded, heavy-handed, technical, and otherwise boring content.

And you can’t bore someone into becoming your client.

The solution is simple. Leave out the boring parts.

Edit, cut, simplify. Make your content and copy interesting and easier to read.

And make sure people want to read it by telegraphing your message.

When someone comes across something you wrote (or recorded), they should immediately know that your article or video is for them. Put benefits in the title or headline. Let them see what they’ll learn or get or be able to do if they invest a few minutes reading.

And I do mean a few minutes.

Long articles and copy have their place. But that place isn’t at the entrance to your website or sales funnel.

Up front, keep it brief. You want them to read or watch, not save it for later.

Ever see a movie that took waaay too long to get to the action? You got bored, maybe you fell asleep, maybe you didn’t stick around to watch the whole thing.

Cut those scenes out of your movie.

Get their attention. Tell them what’s in it for them. Get them nodding their head and telling themselves they’ve found someone they need to talk to.

Okay, you get it. Cut out the boring parts and lead with benefits. What else?

There isn’t anything else. Because if people don’t read or listen, they’re not going to hire you.

Assume your readers are impatient, distracted, distressed, and have many other options.

Because all of that is true.

Don’t bury the lead. And don’t expect them to watch your movie if they can’t stay awake

Email Marketing for Attorneys

Filed Under: Content creation, Copywriting, Writing

A little pain goes a long way

April 1, 2022 by David M. Ward

People buy legal services to solve a problem. The bigger the problem (or potential problem they’re trying to prevent), the more motivated they are to do something about it.

They’re in pain and want relief. It’s your job to remind them about that.

In your presentations, articles, posts, videos, reports, and other marketing documents, the best thing you can do for your reader and prospective client is to remind them that they are in pain, or will be if they don’t take action, and tell them why their pain is unlikely to go away by itself.

Tell them what their problem is costing them—or will cost if they do nothing.

Tell them about ancillary problems this might cause and what those might cost.

Tell them about how bad things can get if they ignore the problem or wait too long to do anything about it.

And then present the solution you offer and tell them how to get it.

But don’t just “mention” their pain, dramatize it. Make sure they feel it in their gut. Get them to imagine the worst-case scenario and feel the urgency of their situation.

But (and this is important) don’t overdo it.

You don’t want to come off as an alarmist or make them think you’re trying too hard to get their business.

Easy on the drama queenery.

The other reason for not overdoing it is that you don’t want to scare them off.

If you frighten them too much, pile on the urgent talk, rail at them to do something immediately, they might put their head under the covers and do nothing.

Or run into the welcoming arms of another lawyer who sounds more sympathetic and hopeful.

State the problem. Agitate the problem and the pain it is causing or could cause. Present the solution. And close by talking about the benefits of that solution.

Always offer hope.

One of the simplest and most effective ways to do all of the above is to tell them about one or more of your other clients who were in the same situation before they came to you—and how they’re doing now.

A little pain goes a long way, but only if you also offer hope.

The Attorney Marketing Formula

Filed Under: Communication, Copywriting, Marketing legal services, Writing

One word you usually won’t hear me say

March 17, 2022 by David M. Ward

I write about marketing and productivity. What to do, how to do it, how to do it better, at lower cost, in less time, and with better results.

You usually hear me describe these ideas as strategies, techniques, methods, advice, best practices, and the like, but I don’t call them “tips”.

To my ear, “tips” are like candy—tasty but lacking nutritional value. The word implies the information is commonplace, light-weight, and for a general audience. I associate “tips” with the content of articles in pop culture magazines and consumer-oriented blogs and channels.

Not the kind of information I want to convey to you or, I would think, you want to deliver to your readers.

Yes, it’s just a word, but it lacks gravitas. It’s not the type of word we expect to hear in content created by experts, professionals, and other serious-minded people.

At times, you may think me a wild and crazy guy, but I hope you never think of my ideas that way.

We all read articles that contain tips because we think we can quickly skim the article and find one or two interesting facts or nuggets we can use. That’s not a bad thing.

What’s bad is when we avoid reading the article entirely because we’re busy, we think we know most of the tips already, and we prefer to invest our precious time consuming content we think will be more valuable.

Speaking of tips, may I offer you one? Yeah, so can everyone else.

Filed Under: Communication, Content creation, Copywriting, Writing

The most powerful word in marketing

January 14, 2022 by David M. Ward

In the app store is a relatively new productivity app for iPad that’s that’s getting rave reviews. Judging by their comments, people love what it can do, especially compared to the competition, but what they really love is that it’s free.

They gush. They praise. They can’t believe their good fortune in finding an app that does everything the competition does, arguably better, and doesn’t cost a cent.

By the way, the competition cost less than $10.

Some people said they don’t want to pay for an app. Some said the competition is too expensive. Some said they were broke and can’t afford it.

I don’t care how broke you are, you can afford $10.

Let me put it this way, if you can afford an iPad, you can afford to buy a $10 app. Especially one you just said is ‘perfect’ for you.

Alas, people get hypnotized by the word ‘free”. It’s almost irresistible, as in, “I have to have it.”

I’ll bet someone reading this right now wants me to identify this app so they can get it post haste; some of them don’t even own an iPad. (The app is CollaNote. Check it out if you like to take handwritten notes).

The lesson is that “free” is a powerful word (and concept) and you should use it in your marketing. Find or create something your target market wants and give it away. And use the word liberally in your content.

You’ll get more traffic, more subscribers and followers, more leads, and more clients.

But a word of warning.

There are people who won’t hire you or do anything that’s not free, no matter how much they need your help.

Don’t worry about them. They don’t take up a lot of space. And who knows, maybe things will change for them someday, or maybe they’ll tell people about you and they’ll hire you.

But there are also those who can pay you but have been conditioned to wait for the free (or discounted) offer.

You can’t play that game. You can’t give away too much, or do it too often, and expect people to pay full retail.

A good rule of thumb is to give away content (unless you sell this) but not your time. (If you offer free consultations, or entry level free services, put limits on them).

Yeah, that’s free advice. Don’t get used to it.

The Attorney Marketing Formula isn’t free, but it’s worth it

Filed Under: Copywriting, Marketing legal services

I don’t need the practice

January 11, 2022 by David M. Ward

I’ve done a lot of interviews and I’m looking forward to doing more. They are easy to do, bring high quality traffic to my site, and I enjoy doing them. If you’re looking for a simple and effective marketing method, interviews with bloggers and podcasters, authors and other influencers, gets my highest recommendation.

Anyway, I recently received an invitation to a one hour interview about “marketing strategies in the legal profession.”

Right up my alley, right? So why haven’t I replied to this invitation, or to the follow-up email seeking to schedule a date?

Because the person conducting the interview said she is “working with a client outside the legal profession. . . to increase our clients’ understanding of the often complex legal industry.”

That’s nice and everything, but. . . what’s in it for me?

Seriously. Why should I help you with this research project?

Will the interview be published anywhere lawyers might see it? Will I be quoted and get a link to my site? Will you compensate me in any way for my time and expertise?

Anything? Bueller?

Alrighty then. Imma need to sit this one out.

Actually, I did get something out of this. I got the opportunity to remind you that in your marketing, always tell people what’s in it for them.

Tell people why they should hire you (or let you interview them). Tell them the benefits. Tell them how will they be better off.

Even if it’s obvious.

Because what’s obvious to you may not be obvious to them. And because if you don’t tell them, or you aren’t persuasive enough, your message (like the one I just told you about) will probably wind up in the digital dumpster.

Why should anyone hire you?

Filed Under: Copywriting, Marketing legal services

Say it again

November 15, 2021 by David M. Ward

One of the most important principles in marketing is repetition. If you want to put more butts in seats at your events, get more people reading and sharing your content, and more people hiring or recommending you, once is not enough.

Because the first time you say it, offer it, or ask for it, the odds are nothing will happen.

Why?

Maybe they didn’t get your message. Maybe they didn’t read it. Maybe they weren’t ready to take the next step.

For a lot of reasons:

They didn’t have the money
They didn’t want to spend the money
Their problem wasn’t yet painful enough
They didn’t understand you, believe you or trust you
They needed to get someone else’s buy-in
They have another attorney and feel bad about switching
They didn’t want what you offered
They had more pressing issues

So, you say it again.

You send the same message, or a different message. You repeat your arguments, examples, and stories, or you use different ones.

But they still may not be ready. So you follow-up with them again. And again. And again. And when they’re ready to take the next step, they will.

But that’s not the end of the story.

You continue to stay in touch with them, even after they hire you, because they may have other legal matters that need addressing (and may not realize they do), or they might not need your services right now but know someone that does.

Each time they hear from you, each time they find your message in their inbox, you remind them about what you do and how you can help them.

And people need to be reminded.

On the other hand, guess what happens if you only send one message, or even two or three?

A year, two years, three years later, when they need you and are ready to take the next step, you will be a long-forgotten memory and some other lawyer will get the call.

So, two rules for your rulebook:

Don’t rely on one message to close the deal, and
Stay in touch with people repeatedly, over time.

When they’re ready, willing, and able to hire you (or refer you), there you will be, in their minds and in their mailboxes.

The easiest way to do this? Yes, email.

Hey, have you noticed that I’ve said this before? Many times, in fact?

Just practicing what I’m preaching.

Email Marketing for Attorneys

Filed Under: Copywriting, Email, Increase your income, Marketing legal services, Newsletters

What you’re really selling as an attorney

September 28, 2021 by David M. Ward

I hate to break it to you, but nobody wants to buy your legal services.

Ultimately, clients buy emotional states. They buy relief from pain and problems; they buy safety and security; they buy a path to a more prosperous future.

They hire you because they believe you can transform them from where they are to where they want to be.

Your services are merely the tools you use to do that.

They could get the results they seek from many other attorneys. They choose you because they believe you can deliver what they want.

Their belief comes from what they see on your website, what they read about you (or by you), and what others say about you.

If they’ve read your articles and posts, you showed them you understand their problem or desire and have the knowledge and experience needed to deliver what they want. If they met you, either casually or for a consultation, you said or did something that made them feel good about you and convinced them you were the right choice.

Your clients chose you and future clients will, too, because of the overall package you present; your services are important, but not the only element in that package.

Before you write any kind of marketing message or meet a prospective client or potential referral source, consider the experience you’re offering and make your message about that.

Start by understanding what your clients want and how they will feel when they get it. Show them you know what they want and then show them how you can help them get it.

Marketing is easy when you know The Formula

Filed Under: Communication, Copywriting, Marketing legal services, Writing

The one thing your first-time website visitors look for

August 24, 2021 by David M. Ward

Someone finds your website and sees a lot to look at and read. Articles and blog posts about the law, about their legal situation, about the services you offer, and about you.

But that’s not what they’re looking for. If they’re like you and and me and everyone else on the net, they’re looking for a reason to leave.

Something that tells them, “This isn’t for me.”

It’s survival instinct. There’s too much to read online and too little time to read it. So while you may provide a lot of great information and reasons to hire you, if you don’t give them a reason to stay and read it, most people won’t.

Your website needs a hook. Something that catches the reader’s attention and compels them to keep reading.

Usually, that will be a headline that promises something they want or makes them curious about something that interests them.

It might be a sub-heading, a bullet point, or a callout box. It might be a chart, a checklist, or a few words of bold text.

But you need something to stop them in their tracks and give you a few seconds of their time.

Once you have that, once they decide they won’t leave (yet), you need to give them more reasons to stay and learn about what you do and how you can help them.

But they’re still not ready to read everything, top to bottom. People scan and scroll, so give them something that allows them to do that.

If you do, they might read more. If you don’t, they won’t get to read all of your amazing insights, hear about your glorious victories, or convince themselves to take the next step.

So you (and your team) have your work cut out for you.

You may get it right, or you may get close, but close only counts in horseshoes and hand grenades. That’s why, statistically, the vast majority of first-time visitors leave and never return.

So you need one more hook.

You need to offer them the opportunity to receive something they wantâ€”a report or ebook, checklist or formâ€”something that ties in directly with whatever brought them to your website in the first place.

Something that makes them say “I want that” and be willing to give you their email address to get it.

If they do, you can stay in touch with them and continue to persuade them to take that next step.

Here’s how to do that

Filed Under: Copywriting, Online Marketing

10 tips for better blog post titles

August 9, 2021 by David M. Ward

Good blog post titles attract search traffic and social traffic and get more people reading your posts (and newsletters).

So how do you write a good title?

These10 tips should help:

Write a lot of bad titles. The more bad titles you write, the more likely you are to write some good ones. Keep an idea file, mix and match phrases to create new (and better) titles.
Check your stats. If one of your posts did well before, it will probably do well again. Update an old post with new information, change your opinion, show a different side of the issue, and write a new title to reflect this. Or just use the same title again.
Read what other lawyers write. Agree with them, disagree, point out what they missed, use your own examples. Emulate their best titles (and subjects) and use them as prompts for your own.
Numbers work well. People are drawn to specificity and order. They’re curious and want to know the “10 tips” or “7 Steps” or “5 Secrets”.
Explanations and predictions work well. Readers want to know what happened and discover what’s going to happen.
You can go wrong with “How to”. People use search engines to learn how to do something or find something or someone (a lawyer). A title that promises to deliver what they’re searching for is likely to draw more readers. Also good: What, When, or Why.
Pain and promises. Talk about your readers’ pain, show them you understand their situation, their industry, their problems, their desires, and promise solutions and benefits,
Use cultural references. Movie, song, TV and book titles, news stories, famous people, hot products, trendsâ€”things people are already thinking about, talking about, and will recognize.
Mix it up. When someone visits your blog, you want them to see some variety. Use short titles and long titles, “normal” titles and “strange” titles, intriguing questions and surprising statements. Show readers you’re not like other (boring) lawyers.
Have fun with it. Don’t (always) be so serious, don’t contort the title for SEO purposes, or try finding the perfect title. Write what comes into your head, play with it, twist it, kick it in the arse, be irreverent and bold. If a title makes you smile or laugh or cry, chances are it will do the same for your readers who will want to read your post to find out more.

Sometimes, the content of your post will drive your title. Sometimes, it works the other way around. I’ve written many posts with nothing more than a title.

Which means there are no rules, except one:

If you’re getting traffic, opt-ins, appointments and new business, you’re doing it right.

More ways to find and create good blog post titles

Filed Under: Blogging, Content creation, Copywriting, Newsletters, Online Marketing, Writing

Read this immediately

August 4, 2021 by David M. Ward

Clients, prospects, anyone who reads or listens to your words, need to be told what to do.

You should tell them because you’ll get more people signing up, calling, engaging, sharing your content, and hiring you when you do.

They’ll do it because it’s good for them, but they’ll do it more often when you tell them to do it.

So, you add a call-to-action to your blog posts and articles and web pages and presentations. You tell people to call, visit, download, sign up, and so on, and whyâ€”to get valuable information, to learn more about their case, to help their friends, to find out their options, to get your advice or help.

Yes?

You also add a call-to-action to your networking conversations (“Call me,” “Give me your card,” “Go to my website to get that article,” “Give me your wallet”).

Tell them what to do and why. You’ll get better results when you do.

But you can get even better results by adding one more element: urgency.

Tell them to do it now.

Not tomorrow, not next week, not next monthâ€”NOW.

Tell them why it is in their best interest to act immediately. Forthwith. Without delay. Right this minute. Before they do anything else.

Because you’ll get more people doing it when you tell them to do it now. And why.

What benefits do they gain by doing it immediately?

What could they lose if they don’t?

If they might incur additional damages, for example, make sure you point this out. If they can solve their problem quickly, at a lower cost, make sure they know this.

Limited quantity and limited time are other ways to create urgency. But you can also do it by saying something as simple as “So you don’t forget”.

Because if the action you’re asking them to take will bring them an important benefit, surely they don’t want to miss out.

Go through your content, think about your conversations, and ask yourself if you have included urgency in your call-to-action.

If you haven’t, you have work to do.

Do it now so you don’t forget.

Filed Under: Copywriting Tagged With: calls-to-action, urgency