Stop sending me these emails!

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I heard from a subscriber who was planning to sign up for my newsletter with a different email address but couldn’t figure out how to un-subscribe from her old email.

She knew she was supposed to scroll down to the link at the bottom of the email but when she hit some white space she thought it was the bottom of the email, stopped scrolling, and didn’t see the link.

It happens.

What I don’t get are the people who don’t know there is a way to un-subscribe. Like the one I heard from last week that huffed and puffed and said, “Stop sending me these emails!”

Lawyers.

Did he forget that he signed up? Did he not realize that he would be getting daily emails? Did he just lose a big case and need to yell at someone?

I don’t know. He didn’t say.

Here’s the point.

No matter how often you email your list, you will always have people who want to unsubscribe. Some think you email too often. Some are caught up in life and don’t read your emails and don’t know what they’re missing. Some haven’t heard from you in six months, don’t remember who you are, and think you are spamming them.

Lessons:

  • Provide value
  • Email often
  • Don’t worry about the ones who think you email too often. If you are providing value and they don’t appreciate it, they don’t deserve to be on your list.

Most people know how to remove themselves and you won’t hear from them. For the ones who don’t know what to do, it’s easy to remove them manually. I just scroll down to the bottom of the email they replied to and click the link.

As I’ve said before, you don’t want a list of 10,000 subscribers who don’t appreciate what you send them, don’t read it, and don’t hire you. Much better to have 200 who love what you say, read every word, and if they can’t hire you themselves, refer lots of their friends.

Anyway, every once in a while, you get a email like this one:

David,

Just wanted to let you know that I am unsubbing this email address from your newsletter ONLY because I thought the stuff you send is so good I ended up subscribing twice 🙂

Just to keep my inbox to a manageable I’m dropping back to just one subscription…though I must admit I was tempted to keep both just to make sure that I didn’t miss anything…

Good stuff!!

Best regards,

Dat’s what I’m talkin ’bout.

The Attorney Marketing Formula shows you how to get more clients and increase your income.

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How to find ideas for blog posts

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If you would like to know how to find ideas for blog posts, I’ve got an easy one for you.

Go to Google and type in a question related to your legal services. Before you complete the sentence, Google’s autocomplete mechanism (assuming you have it enabled) will provide you with a list of possible searches based on what you have written so far.

I did just that by entering in, “What is the difference between a will” and as you can see in the graphic below, Google gave me several options for completing my search request, to wit, “What is the difference between a will and a trust,” “What is the difference between a will and a living will,” “What is the difference between a will and estate planning,” and so on, based on what other people have searched for in the past.

How to find ideas for blog posts

Armed with this information, you can write a blog post that answers the very questions your prospective clients are searching for. Use one of these search phrases as the title of your article and you will increase your chances of being found in subsequent searches.

You can use the other search queries as key word phrases in your post, or write other articles with these titles.

This can help you find “long tail” search terms, meaning longer, more specific search phrases you can use instead of the more common, shorter and highly competitive phrases.

For example, you would have a hard time getting found by targeting the search term, “slip and fall.” There are too many lawyers competing for that phrase, in both generic search and in Adwords. But type in “slip and fall” into Google and you will find another suggestion: “slip and fall statute of limitations california”. Make that the title of your article (or bid on this term in Adwords) and you should have very little competition.

I used Google to generate the title of this post. I typed in, “How to find ideas for” and it suggested, “How to find ideas for blog posts,” and not “newsletter,” “ezine,” or “articles.”

Prospective clients are looking for information. Now you know an easy way to find out what they want to know so you can give it to them.

The law is complicated. Marketing is simple.

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Easy way to get fresh content for your blog or newsletter

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Last night, I hosted a one hour conference call for one of my businesses. There were six speakers, each of whom spoke for a few minutes. My job was to introduce them, let them share their story, and ask a few follow-up questions.

Easy.

We got good feedback on the call. People liked the stories and the information. Told me I did a great job. Hey, I just asked questions. Someone else lined up the guests.

Anyway, if you’re looking for an easy way to get some fresh content for your blog or newsletter, here’s what to do:

  1. Contact one of your referral sources (or a professional you would like as a referral source) and ask if you could interview them for your blog or newsletter.
  2. Jot down five to ten questions, things you think your readers would want to know about the expert’s area of expertise.
  3. Interview them on the phone, in person, or via email. Post the audio or a transcription on your blog or newsletter.

Easy.

Your readers get valuable information from a subject matter expert. You get content for your blog or newsletter. The expert gets exposure to your list.

What’s next? The expert interviews you for their blog or newsletter, of course.

Marketing is easy when you know The Formula.

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How to write something when you don’t know where to start

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It’s November and you know what that means? NaNoWriMo!

What’s that? You don’t know about National Novel Writing Month? I wrote about it last November when I shared some thoughts about “Writers’ Block”.

You may not aspire to be the next John Grisham, but if you’ve ever struggled to write something you’ve never written before, and you don’t know where to start, I have a possible solution.

When I was in high school, my parents had a friend who created several TV shows, wrote screenplays, non-fiction, and music. He also did some acting. Anyway, he didn’t have a musical background, but he wrote some very clever songs. One day, my father asked him how he did it.

He said he took an existing song he liked and used it’s structure as a template. He changed it, note by note, until he had an original piece that was nothing like the one he started with, except maybe in length, key, and tempo. (Since he couldn’t read music, he recorded himself humming his new tune and had someone transcribe it.)

For the lyrics, he took the original words and changed those word by word, or he found another song he liked and changed those words to create a new song to go with his new music. He used the same technique for creating screenplays.

Instead of writing from scratch, he re-wrote something that was already written. He didn’t plagiarize or steal ideas. He took the original, pared it down to it’s skeleton, and added new flesh and sinew to give life to a completely new creation.

Now don’t get me wrong, the guy had talent. Lots of it. He simply used his note/word-changing technique as a starting point. If I ever write a novel, that’s exactly how I will start.

After all, isn’t “getting started” the hardest part of doing something new? Once you have a first draft, you can make it better. But so many aspiring writers never get started so they never have a first draft they can improve.

If you wanted to use this technique to write the first draft of a novel, find one you like (in the appropriate genre and voice, i.e., “first person detective”) and create a “step outline”–a sequential list of the plot points. Note the number of major characters, when they are introduced, and their role (i.e., friend who encourages, villain, love interest, and so on). How many chapters are there? How long are they? When does the crime take place? When do we meet the hero?

Now you have a story skeleton, but of course it’s for someone else’s story. Your job is to change things, point by point, element by element, to write your own.

Your setting will be different. San Antonio instead of San Clemente. Your characters will be different. If the victim in the original was an insurance investigator who is murdered to cover up a fraudulent claim, your victim might be an accountant who knew too much about his crooked client’s business activities.

You write your own novel, using the structure of the original, but nothing else.

Now I didn’t say yours would be a good novel. That’s easier said than done. But your novel will at least be the right length, number of characters, and have the requisite elements in it. You’ll have a workable first draft.

You can use the same technique to write something much less ambitious, like an article or report. Decide on a topic you want to write about and find a model. How many paragraphs? How many main points? How many bullet points? Use this as a template.

Doing something new is much easier when you have a place to start. Fortunately, you don’t have to invent the place the start. You can follow someone who already finished.

Would you like a template for marketing your legal services? Use this

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4 tools for finding ideas and content for blogs, articles, and presentations

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How do I create content that will rank well and bring me traffic? What are my prospects searching for? What should I write about?

If you’ve ever asked yourself these questions, help is on the way. I just discovered 4 tools for finding out what people are looking for (aka, what people want to read), generating ideas for content, or fleshing out content you’re already working on.

I know I’m going to be spending some time playing around with these. (After I’ve updated to iOS 6, of course).

Check out the post on this page for a description of these 4 tools.

I don’t spend much time on SEO. Frankly, the whole subject is daunting. But I do pay attention to writing content that people want to read and I am always looking for ideas. That’s why these tools are helpful.

If you have used these tools, or others like them, please let us know in the comments.

Find out how to earn more than you ever thought possible. Download The Attorney Marketing Formula.

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Why a detailed outline may not save time in writing

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I just read an article that says you can write faster if you do a complete outline before you begin. I say that’s not always true, at least for me.

The author says a simple outline might be a series of questions–who, what, where, why, and when. A complete outline will answer those questions. With the questions and answers in hand, logically organized, you will have enough material to write faster than you would with just a simple outline.

Basically, she recommends thinking through what you want to say before you say it.

That’s often good advice. But sometimes, it’s not.

This blog post is a good example. I started with the idea that I wanted to say something about outlining, but I didn’t know what I wanted to say. It wasn’t until I started writing that I could see what I thought.

When you don’t know what you want to say, rather than forcing yourself to think it through, (a very left-brained process), just start writing. Let the right side of your brain, your creative mind, tell you what you think. It’s called freewriting. Just start typing or moving your hand across the page and see what comes out.

That’s how I wrote this post.

If you do know what you want to say, sometimes a short outline is all you need. That’s what I use for most of my blog posts. I jot down four or five points I want to cover and get started. It wouldn’t be worth it to take the time to create a detailed outline, nor do I believe it would make for better writing.

What takes the most time is crafting the opening and ending. You’ve got to get the reader’s attention and leave them with a memorable twist or marching orders. You can’t outline these. I often re-write openings and endings several times in order to get them right.

For longer writing, a detailed outline makes sense, and sometimes I use them. But sometimes, longer writing is nothing more than a collection of shorter writing and a detailed outline isn’t needed.

I just completed a new course and I did create an outline. Some parts were very detailed. Others were very brief. What I found is that the writing I wound up with is very different from the writing I imagined (and outlined) when I started.

Writing is like that sometimes. A creative journey. No maps, no GPS. You just fill up the tank, and go.

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How to get your email deleted (aka, don’t do this)

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One of the email lists I subscribe to starts every email with, “Hello everyone,” and every time I read that I get a little bit annoyed.

I’m not everyone, I’m just me. I don’t care if there are 1000 people getting the same email, when you write to me, write to me. Use my name or just start writing.

This is a basic copywriting premise. Write to your reader in “me to you” language. Don’t call attention to the fact that I’m part of a list and you really don’t know who I am. Even if it is a newsletter and everyone knows it.

I open her email because she has some good things to say. But often, I delete her emails just as quickly. Why? Because her emails are ONE BIG FAT WALL OF TEXT.

Long emails are fine, as long as the content is good. But her emails make me work.

Long paragraphs with no breaks are hard to read. She should use short paragraphs. And short sentences.

Like this.

Break things up and make them visually inviting. Use bullet points and numbered lists. Let me scan the message and get the gist of it.

And then, get to the point. You don’t need to do a warm up, you’ve got my attention so tell me what you want to tell me.

The first sentence of an email is critical. It is a headline for the rest of the message. It determines whether I will read the second sentence, and beyond, so it must grab my attention by promising me a benefit or making me curious.

Of course I won’t be reading that first sentence if the subject line of the email doesn’t get my attention.

If the subject doesn’t grab me, I won’t open the email.

The subject of your email is the single most important sentence in the entire message.

One recent email from this woman had the following subject line: “Wow, another level”.

No, I don’t know what the email was about. I didn’t open it.

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Engage your clients and prospects by explaining the news

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So we have some health care news. Now what?

Your clients and prospects are wondering what it all means. What do they have to know? What do they have to do? What will it cost them? What’s next?

This is a great opportunity to provide some answers. Leverage news events like these to add value to the lives of the people who follow you. They will appreciate you for sorting it out for them and the next time you write, tweet, post, or otherwise open your mouth, they will be more likely to pay attention.

If you don’t know what to make of everything yourself, there’s plenty of help available. Here’s an article that explains, “How Will the New Health Care Law Affect Me?” Here’s one about, “How Your Business Will Be Affected.” You can use articles like these as a starting point to write your own summary.

You don’t need to write a comprehensive legal analysis (unless your clients are in the health care field or are affected more than most). Give them the who, what, where, when, and why.

But be careful with the why. If you get political, you may alienate a lot of people who put food on your table.

Show people they can trust you. Give them the facts. Help them understand.

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Marketing legal services the Evernote way

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You know I’m a big fan of Evernote. I use it all day long for everything I do in my work and in my personal life. I detailed my use in my Evernote for Lawyers ebook.

I’m also a fan of how Evernote does their marketing. They use a “freemium” model–giving away their apps and service for free, believing that users will fall in love with the product and sign up for the paid service.

Their free service is not stripped down. It has everything most people would want. The paid version provides additional capacity and features.

Evernote understands that the more people who use their free service, and the longer they use it, the more who will subscribe and pay.

Evernote does not advertise. They rely on word of mouth–satisfied users sharing their experiences with the product.

Their model works. Evernote has some 40 million free users and 1.4 million paid subscribers. They have recently achieved a billion dollar valuation.

Attorneys who offer free consultations are following a similar marketing model. The more free consultations they give, the more paying clients they get. Some attorneys take things a step further, offering not just free consultations but free services to get prospective clients to “try before they buy”. If you offer a free will, for example, a certain percentage of clients will want to upgrade to a trust or other paid services.

Evernote does not pressure users to upgrade. They provide upgrade links in their desktop, web, and mobile apps, but users are reminded to upgrade only when they try to use a paid feature or go beyond their free monthly usage limit.

There’s something attractive about a company that doesn’t push you. They give you value, lets you know there’s more available, and leave it up to you to come to them. Contrast that to what many companies do: they push, they chase, they sell.

I don’t know about you but when I’m chased, I usually run the opposite way.

Evernote provides value through their service and also through their blog and newsletter. Their blog provides tips and uses for making Evernote more useful and it’s fun to read.

Marketing consultant Jim Connolly wrote today about Evernote’s newsletter, contrasting it with other newsletters that do little more than sell. He says Evernote’s newsletter gets it right for three reasons:

  1. Their newsletter actually contains news
  2. Their newsletter makes Evernote more valuable
  3. Their newsletter doesn’t push

Connolly and I agree that providing valuable content that enhances the user experience with the product is effective in making the case for upgrading without ever asking users to do so. Their approach attracts us, instead of pushing us away with sales pitches and an abundance of links.

Attorneys deal with issues that don’t always allow for such a laid back approach. If it’s in the client’s best interests to push them to take action, a little push is not a bad thing. Nevertheless, I think we can all learn from Evernote how to be more attractive and let people sell themselves on hiring us.

People like to buy. They don’t like to be sold.

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Why clients don’t appreciate their attorneys (and what to do about it)

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An attorney mentioned to me that clients often don’t appreciate what attorneys do for them. He said, “. . .[B]ecause they can’t see what we do or because they believe that it’s just templates and forms, [they think our] fees should be low and that we don’t really do much for our fees.”

We shouldn’t be surprised that clients feel this way. After all, we sell an intangible service, something you can’t look at or hold in your hands. We deal in ideas and paper and much of the hard work goes on in our brains.

And attorneys are expensive. When the client earns $30 an hour and you’re billing $300 an hour, or when you get $3,000.00 for “a few letters and phone calls,” you can see why they don’t appreciate what we do.

A detailed accounting of your work helps them see how much effort you put into their case or matter. But this can backfire if they don’t understand why you had to do what you did.

The solution is to teach your prospects and clients as much as possible about what you do. Educate them about the law and procedure. Teach them about their options, the risks and the contingencies. Show them the process and the paperwork.

The more they know, the more they will appreciate what you do for them.

Write articles and blog posts. Tell war stories that illustrate what can go wrong. Provide interviews, Q and A’s, and FAQ’s.

Record videos that walk them through the documents in a typical file or a pile of depo transcripts, tabbed and notated. Give them copies of the full opinions you quoted in your motion, highlighted and with your notes in the margins. Give them copies of everything that comes into, or out of your file.

And explain everything. What is obvious to you is not obvious to them. What you do every day is something they’ve never seen before.

Tell them why you choose A instead of B. Explain why you used to do C (which is what other attorneys do) and why you no longer do it that way.

Don’t hold back. Teach them enough so that they could do all of it, or parts of it, themselves. They won’t even want to try and they will begin to appreciate how hard you job really is.

They won’t understand everything and they don’t have to. They simply need to see that what you do is a lot more than they thought it was.

Educating prospects and clients is also one of your most potent marketing strategies.

When you teach people about what you do, and other attorneys don’t, you have an advantage. All of that information positions you as knowledgeable and experienced. It also positions you as generous. “If he gives away all of this information free, I can only imagine how much he does for his paying clients!”

Educate the market. Provide lots of information. Teach them what they need to know about their legal matter and about what you do. More often than not, they’ll choose you as their attorney and instead of questioning your fees they’ll thank their lucky stars you agreed to represent them.

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