Um, could you be more specific?

April 19, 2016 by
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I got an email today that had a link to an article with this headline: “Don’t make these 5 common legal mistakes”.

Not bad. It makes the reader want to know what those mistakes are so they can see if they’re making them. It appeals to curiosity and promises a benefit. It also invokes fear because if these are common mistakes, there’s a good chance, the reader thinks, that they’re making one of them, and because these are legal mistakes, they could cause serious grief and financial loss.

But while this is a good headline, it’s not good enough. Not today, anyway.

Most consumer and general business publications have this type of article and your reader has lots of other pressing things on his or her mind.

So no click.

The headline isn’t good enough because it’s not specific enough.

Let’s say I’m a good prospect for your practice and you wrote this article. If your headline promised to show me, “5 common mistakes made by California homeowners,” I might lean towards clicking because I am a California homeowner. Your article might earn my attention because it is obviously targeted to me, rather than “everyone”.

But it could be even more specific, and thus almost irresistible. If it promised to reveal “5 common mistakes made by California homeowners when filing their tax returns,” since that’s on my mind right now, I would almost have to read your article.

My point is that most headlines (email subjects, etc.) aren’t specific enough to cut through the morass of messages that come across everyone’s field of vision on a daily basis. Specifics will almost always get you more clicks and eyeballs.

It’s true that the more specific you are, the more you will appeal to a smaller number of possible readers, but that’s the point. The readers you do appeal to will be more likely to respond.

I’d rather have ten people read my article than 100 who thought about it but didn’t. I’d rather have five people who would make a good client for my practice read my article than 50 people who wouldn’t.

So, with all things marketing, as with all things legal, your challenge is to find the sweet spot so you can maximize your results.

You don’t need (or want) to appeal to “everyone”. You want to appeal to your ideal client, and you want him or her to immediately understand that that’s exactly what you’re doing. To do that, you have to be willing to give up everyone else.

This will help you identify your ideal client

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

Wake up the marketing genius inside you

April 1, 2016 by
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In the last 30 days, how many blog posts or articles did you write, for your site or any others? If you published a video or audio you can count that, too.

So how many?

If you’re like most professionals, the answer is probably not in the double digits. It might not have any digits at all.

I know you understand the value of publishing lots of content. I mention it enough, and so does everyone else who is worth listening to. More content brings more traffic to your website, more prospective clients learning about what you do and how you can help them, more sign-ups for your list, and. . . more clients.

I also know why, despite this knowledge, you don’t publish more content.

No, it’s not that you don’t have the time. You can write something worth reading in 15 minutes. Remember the bar exam? Look at how much you wrote when you had to.

It’s not that you don’t know what to write about. Uncle Google and Aunt Bing are your friend. Type your practice area or one of your services into the search bar and see where it takes you.

If you still don’t know what to write about, look at what other lawyers in your field are writing about and write something about the same subject.

No, the real reason you don’t write more content (or any content) is that every time you sit down to do it, or think about doing it, you think you have to create art.

And you think you will be judged by that art, and found lacking. So you resist.

But here’s the thing. You don’t have to write brilliant words, you just have to write words. That’s something you do every day. Do you have any trouble writing letters and emails? I’m guessing you do not.

So instead of writing articles and blog posts, write letters and emails.

In fact, here’s your assignment: send me an email and about either of the following:

  • “Three things people always ask me about [your practice area/services],” or
  • “The strangest/best/worst/funniest case or client I ever had”

Don’t spend more than 15 minutes on this. A few paragraphs is all you need. Go ahead, do it now. Don’t think too much. Write quickly and get it done.

Then, go through it once and do a quick edit. One more pass to polish that puppy. And send.

Only don’t send it to me, send it to your clients. And post it on your website. Because what you just wrote will probably make some good reading.

See how easy that was? A lot easier than creating art.

Content ideas for your website: click here

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Filed Under: Newsletters, Online Marketing, Writing

Are you smarter than a fifth grader?

March 30, 2016 by
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If you’re smarter than a fifth grader, your intelligence, and more specifically your vocabulary, might be holding you back.

How’s that?

If your write and speak at a post-graduate level and your audience is comprised of people with little or no college, your audience won’t follow everything you say, nor do what you ask them to do.

Does that mean you should dumb down your writing and speaking? Indubitably.

There, someone reading this might not know that I just said yes. They might deduce that from the context of my other words, but it might take a few seconds, and whether you’re selling ideas or legal services, a few seconds could cost you the sale.

When you use simpler words, however, all of your readers and listeners will understand you, including those with a bigger vocabulary or a higher education. In addition, simpler words make it more likely that your thoughts will be perceived more quickly and understood at a deeper level.

As Robert Louis Stevenson said, “Don’t write merely to be understood. Write so that you cannot possibly be misunderstood.”

By anyone.

Whether you’re writing an article for your website, an email to your clients, or an appellate brief, unless you have a good reason to do otherwise, it’s best to use plain language. Some experts recommend writing at a seventh grade level. Others claim fourth grade is the cut off. I say, use common sense and when in doubt, err on the side of simple.

Now I just used the world err. According to an app I just discovered, Simple Writer, err isn’t on the list of the 1000 most common words in the English language. But to my chagrin, neither is the word error or the word mistake.

The Simple Writer app tells you if the words you type are on the list, and if not, it suggests that you consider replacing them.

That doesn’t mean you have to.

When I typed, “The quick brown fox jumped over the lazy dog” into the app, it told me that “fox” and “lazy” aren’t on the list of most common words but to avoid using them would clearly be absurd for any audience. The point is to be more aware of what you’re writing and continually seek to make it simpler.

Because everyone understands simple.

There are nine keys to an effective website. Does yours make the cut?

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Filed Under: Communication, Presentations, Writing

5 ways to fix a stalled writing project

March 10, 2016 by
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If you have a writing project that you’re having trouble finishing, the best solution is to look at your material with “fresh eyes”.

Here are some things that work for me:

1) Break it up into smaller parts

When I find myself stuck on a project, one of the first things I consider doing is breaking up long chapters or sections into smaller parts. I can then re-arrange those parts, again and again if necessary, until I find the best places for them, whether that’s another part of the chapters they came from or another chapter entirely.

In time management, it’s called “The Salami Technique”– breaking up big projects or tasks into smaller slices which are easier to handle. It works the same way with writing.

In Word, you can cut and paste parts of your chapters into separate documents. I use Scrivener, which makes this much easier. At a glance, I can see all of the parts, without having to scroll through long chapters, and it’s easy to move those parts to anywhere in the document.

2) Write a new outline

Outlines are meant to be a starting point, not a rigid mold into which you must pour your words. If your original outline isn’t working for you, write a new one.

You can “re-write” the outline you started with, or, as I often do, put everything out of sight and write a new outline from scratch.

I often do this on paper because it gives me a different perspective. I might go in another room with a legal pad, think about my project, and quickly write a list of the subjects I want to cover in the order I want to cover them. I’ll usually start with the subjects I’m certain about, then come back and fill in the others.

I might do a mind-map, on paper or on the computer. This gives me a visual overview, making it easier to see where I might be going off track.

Sometimes, I re-write my mind-map or outline several times, until it feels right to me. I might do it again later in the project if a particular chapter or subject is giving me trouble.

3) Put it away

If you don’t have a deadline for your writing project, put it away and come back to it later. Give it a few days or weeks, or even months, and work on other things. When you pick it up again, you will be able to be more objective.

When I do this, I often see entire pages and even chapters that don’t belong. I also see gaps I need to fill in, with unanswered questions I need to address.

Things jump out at me–paragraphs that don’t make sense (“What did I mean, here?”), repeated ideas, and ideas that need to be fleshed out. As a result, problems that had once plagued me are easily fixed.

4) Get someone else involved

When I’m stuck, sometimes I sit my wife down and “explain” to her what the project is about. She gives me feedback and asks questions that allow me to clarify what I mean. Explaining it to her also allows me to “hear” if what I’m saying makes sense, and gives me clues about what I need to do to finish the project.

5) Read it out loud

If I’m on the third or fourth edit and something is still bothering me (i.e., something’s missing, something doesn’t make sense, I’ve got too much of one thing and not enough of another), reading the document out loud helps me to see what I couldn’t see before.

So that’s what I do to fix a stalled writing project.

One more thing. Sometimes I find that despite my best efforts, I can’t make the project work and the best solution is to abandon it.

I find that my best writing doesn’t “fight me,” it flows smoothly and I finish it quickly. If the current project doesn’t, I have no problem moving onto greener pastures.

What are the most important elements of an effective website? This has the answer

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Filed Under: Writing Tagged With:

Create a better marketing message by keeping it simple

February 23, 2016 by
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The best marketing messages are simple. They are easy to understand and easy to remember, and the ideas embodied in them affect the reader or listener on a basic emotional level.

The same can be said for any message.

The strength of a simple message is in its clarity. The reader or listener grasps the message on its face, without explanation or documentation, and without delay. It says what it means and it means what it says.

Robert Louis Stevenson said, “Do not write merely to be understood. Write so you cannot possibly be misunderstood.”

But how does one do that?

Ultimately, this is a function of the writer’s or speaker’s understanding of the essence of the message and their ability to communicate it. In other words, it takes some skill and effort. But there’s a lot you can do to make your message simpler, clearer, and more effective, even if you’re not (yet) a great writer.

Make your message about fewer ideas

Include a few key points in your message, not everything you could say on the subject. This is true no matter who your audience is, but even more so for a lawyer seeking to influence lay people.

Be brief

Spare the details. Don’t write pages when paragraphs will do. See if you can convey the same idea in a sentence or two.

Most people want no more than the bottom line and a fact or two that supports it. You should have additional information available, however, for those who want it. On your website, for example, put your message on the home page; provide links to the details for those who want to drill down to get them.

Write at a fourth grade level

You want your message to go from the page or the lectern to the recipient’s brain at the speed of thought. You don’t want anything slowing it down. So use shorter paragraphs and sentences, and simpler words. “Don’t use a five-dollar word when a fifty-cent word will do,” Mark Twain told us.

Use repetition

No matter how effective your message is, it will be more effective if it is repeated often. Repetition helps people understand, accept, and remember your message. It is key to earning their trust and their business.

Think of your message as a campaign speech, if that helps. You address the same handful of ideas and repeat them over and over again, to new crowds and to your die-hard supporters alike.

Repetition makes your message stronger and affects people at a deeper level. The first time they hear it, they may be critical and doubtful. After they’ve heard it several times, they are better able understand and accept the message. Eventually, after they’ve heard your message repeatedly, they can remember it and articulate it to others.

And that’s what you want.

You want your clients and prospects, friends and followers, to know what you stand for and what you promise, and you want them to easily share that message with others.

Need help crafting an effective marketing message? Try this

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Filed Under: Marketing legal services, Public Speaking, Referrals, Writing

It’s a blog about nothing

February 10, 2016 by
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Remember the Seinfeld episode where George and Jerry pitch a show to a studio head? “What’s it about?” the boss asks. With a smirk and dramatic pause, George says, “Nothing. It’s a show about nothing!”

No they didn’t sell the show. That wouldn’t have been funny. Better we should laugh at our pals and their madness.

But we shouldn’t be so quick to dismiss the value of “nothing”.

In keeping with my assertion that you can write a blog post or email about anything, or nothing, I’m going to give it a shot. I’m going to take a random idea and see if I can fill the page with something interesting and useful.

First thing that pops into my head: shopping. Here goes.

I’m not a shopper. If I go to the mall with my wife, you won’t find me trying on clothes. In the past, you’d find me at a bookstore. Today, I’ll hit a computer store, but only for a few minutes. Mostly, I find a comfy chair, read and watch people.

Basically, I do nothing.

But that’s okay. What I like to do at a mall and what my wife likes to do are different. We’re different people. One person’s gourmet meal is her husband’s poison.

We need to remember this in selling our services.

Not everyone will see the need or the value of what you offer. Some will say yes, some will say no, and some will say, “Ah, get me out of here, there’s an attorney talking!”

We must also remember that the ones who say no do it for different reasons.

One prospect may say no to your estate planning services because she thinks you charge too much. Another might say no because she doesn’t see the need or the urgency.

I spoke to a young woman recently who had a baby eight months ago. I asked if she and her husband had updated their will (knowing they probably didn’t have one at all). She told me they were going to wait until after they had a second child before doing that.

Yep, that’s what she said.

If you are an estate planner, what would you have said in response?

The point is that you need to know the different reasons prospective clients say no to your proposition and be prepared to address them. You can handle an “objection” by presenting the information as part of the pitch or on your website, etc., or you can address it when they vocalize it. (NB: it’s better to handle an objection before it comes up.)

The point is that people are different and so are their reasons for saying no. If you want to sell more of your services, you need to figure out those reasons and do something about them.

So there you go, a post that started out about nothing and turned into something. Sweet! I’m calling my buddy Art Vandelay and letting him know.

What to put on your website. 

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Filed Under: Blogging, Communication, Law office management, Marketing legal services, Writing

Get better at writing by invoking your inner couch potato

February 9, 2016 by
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One reason I’m able to turn out emails so quickly is that I’m lazy. I get ideas from lots of sources but I primarily write what’s in my head.

I don’t slow down to do research, or spend time looking for graphics. I don’t stop to ask myself if I’ve addressed the subject before or worry about contradicting myself. I don’t spend time hunting down every typo.

I just write. Fast. You can, too.

It doesn’t matter if you said something before. This time, you’ll say it differently. But even if you don’t, no worries. Repetition is the mother of learning. Your readers might not have absorbed your message the first time, or the 31st time. Maybe this time, they will.

Your readership is constantly changing, too. Every day, new people come to your website or blog and subscribe to your list and they’re hearing your words for the first time.

Marketing isn’t solely about delivering information. That’s part of it, but an even bigger part is that you are regularly touching the lives of the people on your list. You know, the people who can hire you or send you referrals. Yeah, those people.

Write a few paragraphs and tell people what you’re thinking or how you feel. Share an idea or comment on someone else’s. Ask subscribers questions, ask them to do something, or just say hello.

Stay in their minds, and their mailboxes and they will hire you (again) and send you referrals and traffic and promote your events.

Write a lot, and write quickly. It will make you a better writer. Writing quickly allows you to bypass the filters in your brain that tell you what you should and shouldn’t do, or that tell you you’re not good enough.

Just write, okay? Don’t worry about what comes out. Emails aren’t briefs or white papers or reports. Nobody is expecting you to be scholarly or brilliant. Besides, you know more than your readers do and they won’t know if you left something out or got something wrong.

Stop trying so hard. Get lazy and write something.

Want ideas for blog posts and emails? This is what you need

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Filed Under: Communication, Email, Marketing legal services, Newsletters, Online Marketing, Writing

Have you pissed someone off today?

January 27, 2016 by
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Yesterday’s email was about the seemingly uncontroversial topic of dressing like a lawyer. I heard from several lawyers who shared their thoughts.

Some cheered my message and deplored the way some lawyers dress today. An entertainment lawyer friend had mixed feelings about the subject. One lawyer told me he wears a pony tail and does just fine.

Another said, “Perhaps you should set aside your fatuous fashion jihad for a moment and review the fundamentals of grammar, to wit: The plural of “client” is “clients,” not “client’s.”

Fatuous fashion jihad? Hmmm. . . Something tells me he’s upset about something. Call it a hunch.

And does he really think I don’t know how to pluralize “client”? Me thinks not. That’s his anger talking.

Apparently, he strongly disagrees with my opinion that lawyers should “wear the uniform” and “look like a lawyer”. He didn’t say why. He didn’t share his preferred sartorial style, nor offer any reasons why everyone else should accept it.

But I like that he spoke up. I like that he disagrees with my old fashioned take on the subject. In fact, I wish I heard from more people who were pissed off at me.

Look, if you’re not not upsetting some people, if everyone agrees with everything you write, you’re going to put people to sleep. Lawyers tend to be especially boring and bland in their writing.

We need to stir things up.

Conflict keeps people watching TV shows and it keeps people reading your writing. So court some controversy. Push the envelope. Say things that make people go “huh?”

You’ll stand out, be read and remembered, and build a following of people who like your style. They’ll share your content, buy your products and services, and recommend you to their friends.

Of course you will also get people who think you’re an ass-hat, say you’ve gone too far or you’re too vulgar for their taste, and they will un-subscribe.

Good. You don’t want them. They’re not your fans and will probably never hire you or recommend you. They need to go. Give up their seat so you can fill it with others who like what you say, or at least like that you’re not afraid to say it.

For more on email and marketing online, go here

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Filed Under: Blogging, Communication, Email, Image, Marketing legal services, Newsletters, Online Marketing, Writing

Should you “sell” in every email?

January 18, 2016 by
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You have an email list. You regularly mail to clients and prospects. Should every email promote (sell) something?

Yes.

You have services that provide solutions to problems. You owe it your subscribers to do everything you can to persuade them to avail themselves of those services. If you don’t, their problems and their pain will continue. They won’t get what they want and need.

So yes, sell your services in every email. But that doesn’t mean every email should be a full-on sales letter.

You can sell your services by educating subscribers about problems and solutions and providing a link where they can get more information. You can sell yourself as the provider of those services by sharing ideas and information that show people how you think and how you do what you do.

Every email should sell, but come at the sale in different ways.

Talk about your clients. Tell stories about where they were before they found you and where they are today. Talk about people who chose other solutions, or waited too long before they came to you, and made their situation worse.

Talk about things you do outside of the office, about your passions and hobbies, and about the important people in your life, to show people what makes you tick and what it would be like to know and work with you.

With some emails, you should overtly talk about the four corners of your services and why people need them. In other emails, just mention your services and provide a link so people can find out more.

Because I email frequently, most of my emails are designed to show subscribers that I know what I’m doing and that I can help them. A little education, a little entertainment, and a link to something in a P.S.

When I release a new product or service, I send out emails that talk about nothing else.

But every email sells something.

You want to get more clients and increase your income, yes? Here’s how to get more referrals 

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Filed Under: Email, Marketing legal services, Salesmanship, Writing

Bad clients are the result of bad marketing

January 12, 2016 by
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Bad clients are the result of bad marketing.

What do I mean by bad clients? Hmm, let’s see. . . how about. . .

Malcontents who blame you for things that aren’t your fault and then post bad reviews and ratings about you.

Price shopping clients, penny pinching clients, slow paying clients, and no paying clients.

Clients who don’t follow your advice, don’t show up for appointments, and don’t remember anything you told them.

You get my drift?

Every lawyer gets the occasional lemon, but if you get more than your share, bad marketing is usually the culprit.

So what do I mean by bad marketing?

I mean targeting the wrong market, or, more commonly, no market, so you wind up with whatever shows up at the door.

I mean relying too much on Internet and advertising, which attract price shoppers and harder to please clients, instead of focusing on repeat business and referrals.

I mean failing to educate prospective clients about the law and procedure, their risks and their options, or much of anything without the meter running. Low information clients are like low information voters. They don’t understand, they don’t appreciate, and they don’t always make good decisions.

Bad marketing means talking only about features (what you do–practice areas, services, office hours, etc.) instead of benefits (what the client gets–solutions, outcomes, peace of mind, security).

Bad marketing means failing to differentiate yourself from other lawyers in a meaningful and memorable way.

It means failing to surprise and delight your clients with amazing “customer service,” and failing to stay in touch before, during, and after engagements.

Bad marketing also means taking on clients you know you probably shouldn’t, and failing to “fire” clients who prove themselves to be more trouble than they are worth.

Oh yeah, bad marketing also means doing all the right things but simply not doing them enough.

So yeah, bad clients are the result of bad marketing, but this is good news because bad marketing can be fixed and bad clients can be replaced with good ones.

Good marketing starts here

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Filed Under: Communication, Law office management, Marketing legal services, Online Marketing, Writing
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