Create content about what you do

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Your clients, prospective clients, subscribers, friends and followers, and even your business and professional contacts, want to know about you and your work. 

Even more than they want to know about the law. 

In fact, unless someone currently has a specific legal issue or question, or has a client or friend who does, they probably don’t want to hear you talking about the law.  

It’s boring. 

It’s people who are interesting. And you are one of those people. 

Tell them about your typical day, the kinds of clients and cases you handle, your staff, how you stay productive, and even the software you use. 

Tell them how you do research, the forms and docs you depend on, and how you get new business. (Perfect opportunity to talk about all the referrals you get—and plant a few seeds for your readers). 

They want to hear what you like about your work, and what you don’t. They want to know about your favorite case, and about your “client from hell”.  

You may think what you do is dry and uninteresting, but you’re too close to it. What you find humdrum is fascinating to others. 

However… don’t make your content all about you.

You also need to talk about the law. Because some people find you by searching for a legal topic, and when they do, they want to know everything you can tell them. 

But more than you or the law, your content should be about your reader. 

Their issues, their industry, their market, and the people in their industry or market.  

Yep, talk about clients and prospects and the people in their world. Because there is nothing more interesting to your readers than reading about themselves. 

Email marketing for attorneys

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What makes your marketing go viral? 

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Good question. But I’m not sure anybody knows the answer. 

Yes, the message (document, site, article, slogan, image, opinion, etc.) must be easy to share. And yes, it must be worthy of sharing. But what does that mean? 

Interesting? Helpful? Weird? Funny (or fun?) 

Should it feature something relevant to the recipient or could it just fall into the category of “human interest”?

I don’t know. 

I just know that it happens, and when it does, it can get a lot of attention. Maybe that attention will lead to something good for the person who shared it. Or maybe it won’t. 

Which is why I don’t think we should spend a lot of time trying to figure out what makes something go viral, or trying to light a fire to make that happen. 

If it’s funny or interesting (enough) it will be shared. Organically. If it isn’t, there isn’t a lot we can do to be certain of that happening.  

But what do I know? 

One thing I do know is that if we have something we’d like to be shared (and potentially go viral), we should ask the people we share it with to share it.

Ask them to Like (and share) your post. Ask them to forward the link to your article. Ask them to tell people about your new seminar or new book. 

But don’t just ask them to share, tell them with whom they should share it. 

If you know any lawyers who practice xyz. . . 

If you have any friends or followers who could benefit from abc…

If you know anyone who might find this interesting… 

By limiting your request to a sub-set of everyone they know, you get the recipient to think about the people they know who fall into that sub-set, and that can stimulate more sharing. 

On the other hand, it might not. Because what the hell do I know? 

Do you know any lawyers who are into marketing? Please share this post with them. Maybe they can straighten me out . . . 

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If they snooze, you lose

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For writing “content” (blog posts, articles, presentations, etc.) many lawyers struggle to get results for one simple reason–they write like lawyers, meaning they write like they were taught in law school. 

The inverted pyramid, IRAC, et al., are fine when you’re writing something “for people who are paid to read it,” as the author of an article I read recently put it.  

Your clients and prospects certainly aren’t. 

Your content needs to have helpful information, the kinds of things prospective clients look for when they’re searching online, but if it has to be interesting. If you write it the way they taught you in law school, you risk boring people into clicking away. 

Structurally, capture their attention with a good headline or opening and keep their attention by continuing to write about things that interest them. 

Here’s how to get better at doing that:

  1. Read a lot. Read the kinds of things your audience reads. Look at the subjects, the structure, and the pacing of the information. See how they capture attention with a good headline or opening and use sub-heads and/or bullet points to draw the reader into the article and through it. 
  2. Write a lot. Practice and you will improve.
  3. Edit a lot. Your first draft is usually not your best draft. Shorten sentences and paragraphs, use active verbs (and active voice) and make sure everything is clear. If you write about anything “legal,” explain the terms and provide context.
  4. Put people in your articles. Talk about their desires, their problems, their pain, and the solutions they seek, and how things turned out (with your help). 
  5. Have fun (if appropriate). Give readers something to smile about, nod their head about, think about, and remember. 
  6. Tell them what to do next. Don’t leave them guessing, tell them to call (and why), tell them to join your list (and why), or tell them what to read or watch next. 

Give them a good experience and they will come back to read more and contact you when they’re ready to talk to you about their situation. 

Finally, if you are writing for other lawyers, or others who are paid to read your writing, it’s okay to write like a lawyer. But you don’t have to. And if you don’t have to, don’t. 

How to write an email newsletter clients want to read

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You or that other lawyer? 

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According to a Martindale survey of consumers who need an attorney, 50% said “they’d contact 2-4 attorneys before making a decision on hiring”.

I doubt it.

These are consumers, likely unsure of what to look for or ask and no doubt intimated by the process. I’m guessing they say they contact several attorneys because they don’t want to admit, even to themself, they choose the first attorney who looks good on paper. 

The lesson? Make sure you look good on paper. 

That means not relying on a directory listing, but fleshing out a website with enough information to persuade visitors to take the next step. 

That means you need a website that’s not just about your services and practice areas but about you, your philosophies, your target market, and the results you have obtained for your clients. It means including testimonials, reviews, and success stories that provide third-party evidence of your capabilities, and attest to what it’s like having you as their attorney. 

Because this is what clients want know.

It also means going beyond “telling” them what you know and do and “showing” them, by writing the kinds of articles and other content a successful attorney would write. 

You can dazzle them with your knowledge and charm when they contact you, but you need to convince them to do that. 

Make sure you look good on paper. 

How to make the phone ring

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Leveraging other people’s content

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Some lawyers buy “canned” content for their newsletter or blog. They pay a company for the rights to publish individual articles or entire newsletters and don’t have to write anything themself. 

It’s better than nothing because it gives them an excuse to stay in touch with clients and prospects but while these articles are usually well-written, they are necessarily generic—there’s nothing in them about the lawyer or his clients or cases, which is why people continue to consume that content. 

For years, I’ve said it’s okay to buy canned content but to re-write it. Put it in your own words, with your advice and comments and stories about your clients and people in your readers’ world. 

On the other hand, you don’t have to pay for content, canned or otherwise. The Internet is awash with it, and free. 

Find blogs and articles or videos about topics that will benefit or interest your readers and put that content in your own words. 

But you have another option. 

Instead of rewriting other people’s content, simply mention that content in your newsletter. Tell your readers why you recommend the article and provide a link. 

It might be an article by someone in your target market’s industry or market, or someone who sells to or advises that market. Even other attorneys.

That content could be anything. A how-to article, a product review video, a book review, a new website or product that might interest your readers—literally anything. All you need is a sentence or two about why the article caught your eye and why you recommend it. 

Is there something new (or newsworthy) in it? Something helpful or interesting or different? 

You don’t need to write more than a sentence or two and provide a link. But you can add whatever you want. 

Explain how your readers might use this information, or why they shouldn’t. Quote from the video or summarize parts of it. Share your thoughts and experiences, or those you’ve observed or heard about from clients, colleagues, or friends. 

This is a quick and easy way to create content and provide value to your subscribers, without doing a lot of writing yourself. 

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Start with what, not how

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I’m guilty of this myself. Trying to figure out how to do something or improve something when that’s the wrong question to start with.

The right question is, “What do I want?“

Because when you know what you want (to be, do, or have), you can almost always figure out how.

Asking “how“ before you know “what“, often leads to wasting time on less important projects or goals.

Finding solutions without a problem.

Example? You’re trying to figure out how to set up a new website. All your energy is dedicated to looking for ways to do that, or finding people who can do it for you.

If you had first asked, “What do I want?” you might have realized that you want more opt-ins to your email list, and while a new and improved website might help, there are other things you can do to get what you want that don’t require a new website.

“What” is more important than “how”.

If you’re not sure of what you want, or even if you are, a good follow-up question to ask yourself is “why?” Why do I want that? Why is it important to me?

The answer to that question will confirm that what you said you want is indeed important and valuable to you, (or it isn’t), and provide you with the motivation to move forward.

Why do you want more opt-ins? Because this is a simple way to get what I want: more clients from the visitors to my website.

First, figure out WHAT you want (and why). Then, figure out HOW to get it.

Email marketing for attorneys

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Size doesn’t matter

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A tiny list of subscribers can make you a fortune. It’s true. You don’t need tens of thousands or even thousands of subscribers to your newsletter, blog, podcast, or channel.

For one thing, someone who reads or listens to your content won’t know they are among a handful. And can be as impressive as any other attorney.

Your article or post shows them you know what you’re doing. They see you understand their problem and have solutions. They hear success stories about how you’ve helped others in their industry or market. And they get a sense of what it would be like having you as their attorney.

Instead of merely telling the world the services you offer and asking them to trust in your ability to deliver results, your content proves you know what you’re doing.

You can also leverage your content to score interviews and joint marketing alliances with other professionals and influential people (who also don’t know you have very few subscribers).

You might start small but as you post more content online, you get more traffic from search and social sharing. Your list grows organically, bringing you more leads and inquires and new clients.

Regularly posting content makes you a better writer and marketer. It helps build your reputation. It helps you attract referrals from lawyers in other jurisdictions who find you from afar. And it supports your speaking, networking, advertising, and other marketing efforts.

But even if nobody finds you online, your online content give you a place to send prospects and leads you generate from other sources. It also gives your clients a place to send people they know to find out more about you.

Your content is an online brochure of sorts, that speaks to your prospects on your behalf and shows them why they should take the next step.

You might post just 5 or 10 articles on your blog and never add another. But that’s more than enough to show the world you know what you’re doing and convince them to find out more.

How to start and grow a blog that makes your phone ring

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More content or better content?

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The answer is yes. Because both play a part in driving traffic and leads and subscribers and clients.

But if you have to pick one, I’d recommend quality because this does the heavy lifting.

More content (properly optimized) will attract more visitors, but it matters little if those visitors don’t stick around to read your content or sign up for your offers.

Ah, so quality is the secret sauce? Don’t just tell them about your services, explain the law, tell them about their risks and options, show them how things work, and give them hope?

Is that what I’m saying?

Yes. Do this, because that’s what they came looking for, and that’s what will get them to keep reading and consider hiring you as their attorney.

But there’s something more important than the information you deliver. It’s what will convince them to take the next step.

I’m talking about you.

Because clients buy you before they buy your services.

It doesn’t matter how good your content is, how much of it you provide, or how many come to see it, if they don’t like what they see and want to hire you or find out more.

Tell them your story. Let them see your personality. Show them your photo, your bio, your accomplishments, and most of all, your voice.

Let them hear you speaking to them from the page, showing them you understand what they’re going through and want to help them. Let them see your strength, your wisdom, and your character. Let them get a sense of what it would be like working with you, having you by their side as their advisor and champion.

Because this, more than the quality of your information, is what will persuade them to take the next step.

How to create content that does most of the marketing for you

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3 simple ways to grow your email list

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“The money is in the list” is a classic marketing truism.

Ignore it to your peril.

Because without a list, and regularly staying in touch with it, you’re relying on “one-step” marketing, which is more difficult, more expensive, and slower.

How do you build a list? How do you get people to give you their email and permission to stay in touch?

There are many ways. Here are 3 of the simplest.

Start a blog

High-quality content will establish your authority and attract traffic from search engines and social sharing. Prospective clients come, see that you know what you’re doing and that you offer a newsletter with more valuable content, and an incentive to sign up.

NB: It is the incentive that will get the most sign-ups.

Make sure you add a prompt to fill out your opt-in form on every post and page.

Leverage OPL

One of the quickest and most effective ways to build your list is to leverage other people’s lists.

You know people who know people. People with friends and followers and subscribers who are a good match for you. When your friend mentions your newsletter or free report and provides a link to it, some of their subscribers will follow that link and join your list.

Your contact will tell their list about your information because you’ve shown them said information will benefit their clients and subscribers. They’ll also tell them because they like you. And because they would like you to tell your list about something they offer.

You can also leverage other people’s lists by publishing guest posts and doing interviews on blogs and podcasts that target your market.

At the end of the post or interview, you get to mention your free report.

Tell everyone

Wherever you go, whatever you do, make sure people know you offer free information that can help them, their friends, or their clients or customers.

Mention your free report in the footer of your emails. Mention it when someone you meet asks you a legal question. Promote it at your speaking engagements. Add a link on your social media bios, groups, and posts.

Promote your information and let your information promote your services.

Bonus

You can promote your newsletter with ads.

You may not be allowed to advertise your services, or want to, but if you can (and want to) advertise your free report, ebook, or checklist, you can drive a lot of targeted traffic to your newsletter incentive offer.

Promote your information (with ads) and let your information promote your services.

The key to making everything work? Good content. Valuable information that helps people.

And the willingness to tell people about that information.

How to start and promote an email list

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Should lawyers outsource content creation?

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You can hire people to write blog posts and newsletters and other content. Should you?

It depends on what you intend to do with it.

If you intend to use your content to connect with people who can hire you or refer you, the answer is no.

Write your own content. You can’t outsource you.

People connect with you and hire you because they relate to you. They hire you not just because of what you know, but because of who you are.

Let them hear your voice, not a generic voice speaking about generic legal issues. Let them hear about the cases and clients you’ve helped and what you did to help them.

Let them get a taste of your personality and a sense of what it is like to have you as their attorney.

You can have people help you with research and editing your content, but that content should come from you.

On the other hand, if you intend to use content to generate traffic and leads, for advertising and direct mail and other purposes where a “generic” you might be sufficient, it’s okay to hire people to create that content for you.

Some attorneys buy “canned” newsletters from companies that provide the same newsletters to many attorneys. The attorneys don’t pretend this content is coming from them, however. It is (or should be) positioned as “from the firm”.

Attorneys who buy canned content know (or should know) this content won’t do much more for them than allow them to put something in their subscribers’ mailboxes and remind them they are still around.

There’s nothing wrong with this.

It’s better than sending no content to clients and prospects. Much better.

Some attorneys send out a canned newsletter and also write their own content, which they publish in a separate newsletter.

Their content is by them and from them and uses stories and examples from their practice. It is this content that builds trust and relationships with readers.

Similarly, some attorneys outsource content for a blog, and use that blog to attract search traffic. They might have several such blogs, each focused on different practice areas and keywords and markets, all of which send traffic to their regular website or into their lead capture funnels.

But again, they don’t (or shouldn’t) position that blog or those blogs as having been written by them.

They might also write their own content, but, as with a newsletter, it should be separate from the outsourced lead generation blog.

Outsourcing some of your content creation might be right for your practice. But it will never do what your own content can do.

How to write an email newsletter that brings in more business

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