Content marketing for lawyers made even simpler

December 13, 2013 by
Share

In Make the Phone Ring, my Internet marketing course for attorneys, I provide a comprehensive list of ideas attorneys can use to create content for their blog or newsletter. They can also be used to produce reports, presentations, articles, videos, and other kinds of content.

Whether you have my course or not, today I want to give you a homework assignment that will help you create ideas for content almost automatically. You see, it’s one thing to go looking for ideas when you need them. It’s something else to have those ideas coming to your in-box every day, filling your mind with raw material and providing you with a starting point for creating rich, timely and interesting content.

Your assignment is to subscribe to three types of newsletters (blogs, RSS feeds, ezines, etc.):

  1. Other lawyers. Find lawyers both in your field and also in other fields and subscribe to their newsletters or blogs. You may start out with seven or eight and then cut back to the best three or four. You’ll get ideas for your own articles, which may include commenting directly on theirs. You’ll also see how often they publish, how long their posts are, and what types of posts they write (case histories, news, commentary, etc.)
  2. Your target market. Read what your target market is reading–news about their industry or local community, for example. Also read the content produced by those who sell to or advise your target market–vendors, consultants, businesses, and other professionals. You’ll learn about the news, issues, causes, and trends that affect your clients, prospective clients, and referral sources. You may also identify new marketing opportunities as you learn about those trends and the people associated with them.
  3. Something different. Subscribe to content that interests you and has nothing to do with the law or your client’s industry. It could be hobby related or any kind of outside interest–tech, travel, food, sports, news. I get lots of ideas by reading outside my main areas of focus, and so will you. You’ll be able to create richer, more interesting content. And it doesn’t matter if your readers don’t share your interest. Not everyone follows sports, for example, but on some level, everyone can relate to sports analogies.

Content marketing for lawyers is relatively simple. Subscribing to other people’s content makes it even simpler.

Get Make the Phone Ring and get more clients on the Internet. Click here.

Share
Filed Under: Blogging, Marketing legal services, Newsletters, Online Marketing, Presentations, Public Speaking, Web traffic, Writing Tagged With: , , , ,

Using a script in a presentation

December 10, 2013 by
Share

Last night, I did a twenty minute presentation on a conference call. It’s one I’ve done many times before. I know the material well enough to deliver it without notes.

This time, I did something different. I wanted the presentation to be more succinct, so I wrote a script. After all, it’s not a live presentation. Nobody would know that I’m reading.

But now, I don’t think that’s true. Using a script in a presentation affected my delivery. I thought I sounded stiff, yes, like I was reading. A few times, when I went off script to embellish a point, I could hear the difference. I felt relaxed and just talked, and that sounds different.

After any presentation, most people don’t remember what you said, they remember how you made them feel. And you make them feel something not so much by the words you use but by your delivery. If you sound unnatural, as you do when you read, (unless you are a professional actor), it loses something. When you speak from the heart, your audience can feel your passion and be affected by it.

Afterwards, I received calls and texts praising the presentation, and this from people who have heard me deliver it before (sans script). They asked if I would do it again, so others could hear it, so I know I covered the right material–not too much, not too little, and for that, I give credit to the script. But next time I do it, I’m not going to use a script. I’m not going to wing it, either. I’m going to take my script and create a series of bullet points and work off of that.

I realize the presentation will probably be a bit longer than I’d like. I’m sure I’ll wander off on a tangent or two. But this way, I’ll cover everything I want to cover, in the right order, and be able to talk to the audience, not read to them.

Share
Filed Under: Presentations, Public Speaking, Writing Tagged With: ,

Putting some practice into your law practice

December 3, 2013 by
Share

A Facebook friend mentioned a recent conversation with a photographer who told him, “You need to practice your craft! Ask any serious musician, actor, actress, vocalist, writer, painter, etc., how often they practice and they will tell you. So often I talk to photographers and ask them the same question and they get a blank look on their face and say, “Practice”?

What about lawyers? Are we not serious professionals? Are we not creative?

We practice law but how many of us practice the practice of law?

Most trial lawyers practice their closing arguments. But how many practice interviewing a hostile witness? How many practice writing a more persuasive brief or settlement package?

Lawyers want more clients but how many practice meeting new people at a networking event? How many practice what they will say to a prospective client who comes in for a consultation?

I’ll admit, in my law practice, I did very little practicing. Over time, I got better at writing and speaking not because I made a conscious effort to do so, not by practicing but by speaking and writing for real clients in real cases. How much better might I have been had I worked on this between clients?

An actor rehearses before he goes on stage. He works on his craft when nobody is watching or in a workshop among his peers. He practices and practices so that he can deliver the best performance. Musicians do the same.

Writers churns out millions of words that are never seen, honing their craft, improving their work product. Painters do studies, dancers rehearse steps, singers do scales.

In law school and in bar review courses we took practice exams, getting ready for the real exam, the one that counts. Why do we stop practicing once we get licensed to practice?

Want ideas for articles, blog posts, and speeches that make the phone ring? Go here.

Share
Filed Under: Marketing legal services, Personal development, Public Speaking, Writing Tagged With: , ,

How to avoid procrastination when writing

November 22, 2013 by
Share

Do you have a procrastination pad? That’s what one writer calls a pad of paper you keep on your desk, onto which you jot down anything that you need to do or remember that occurs to you while you’re doing something else. It allows you to record the note and immediately get back to what you were doing.

Okay, not brilliant. But not a bad idea, either. Because you always have this pad within reach, you don’t have to go scrambling for a legal pad or scratch paper. And because it is dedicated to recording tasks to be done, not data to be filed, you can periodically input your list into your regular task management system.

Of course you can also set up a digital equivalent on your computer. Keep a text file open and minimized, and no matter what else you may be working on, you’re just a click away your electronic procrastination pad.

Or, you can do what I do. I have Evernote running at all times (I’m writing this now in a new note) and when I get an idea, I type it into a new note in my default notebook (my “InBox”). On my iPhone, I open Drafts and either type or speak-to-text the idea and send it to my Evernote Inbox.

When I’m writing, I often get ideas I want to record. Something I need to research, for example. I know if I stop writing to do the research, I’ll lose momentum and perhaps get lost down the rabbit hole that is the Internet. To avoid procrastination when writing, I make a note of what I need to know or do, and keep writing. I could record this elsewhere, but I find it best to write it within the text I’m working on.

Wherever I find myself stopping, I write a note to myself, within the sentence or paragraph. I put the note [in brackets] or preface it with my initials, “dw:”, to identify it as something I need to do. This allows me to keep writing, which is especially important for a first draft.

Once I’m done with the piece or section, I go back and find all of my “notes to self”. When I do the research later, I don’t have to remember where to insert it, I just go back to my note.

In addition to notes about research, I also make notes about passages that don’t sound right (i.e., “re-do this”), that need elaboration (i.e., “expand this”), or that might belong somewhere else (i.e., “put in chapter 2?”)

By separating the writing from the research, editing, and thinking, I procrastinate less and write quicker and better first drafts.

For more on how I use Evernote for research and writing, check out my ebook

Share
Filed Under: Personal development, Productivity, Time Management, Writing Tagged With: , , ,

How much do you know about your prospective clients?

November 15, 2013 by
Share

You’ll notice that in the headline to this post (or email subject if you are reading it as an email), I use the term “prospective clients” and not “prospects.” That’s because lawyers don’t use the word prospects. Prospects are for sales people. Lawyers have clients and everyone else is a prospective client.

Minor difference? Perhaps. But it’s important to show people you understand them and that starts with speaking the same language.

This morning, I received an email inviting me to join a group. The group describes itself as “An exchange where businesses source legal services.” Some of the benefits of the group:

“Free online project management tools allow you to collaborate with your customer, create project schedules, upload files and receive feedback effortlessly. [company] handles all payment and invoicing on your behalf.”

I don’t really understand what they do and I’m not really interested in learning more. Their email told me everything I needed to know: they don’t know the first thing about lawyers.

If they did, they wouldn’t say things like “collaborate with your customer”. They’re clients, bub, and we don’t collaborate with them. When we get hired, we don’t call them projects. Before I even consider uploading files, I’ve got a million questions you’ll have to answer, and even then, I’d have to think about it. And, thanks for the offer, but we like to take care of the invoicing and money ourselves.

So, from concept to terminology, I knew I wasn’t going to waste any time looking into this.

In marketing legal services, you really need to know your patient.

The Attorney Marketing Formula is for attorneys (and by an attorney). See it here.

Share
Filed Under: Communication, Marketing legal services, Writing

Why lawyers should start a SECOND blog

November 8, 2013 by
Share

“Blog” is a scary word for some lawyers. They think it takes too much time relative to the rewards, and/or that they don’t have anything to write about that anybody (i.e., prospective clients) would want to read.

This isn’t true. But let’s put that aside for now and talk about why you should start your second blog. (If you don’t have your first blog, you can come back and start that later.)

And by the way, don’t call it a blog if that word makes you nervous. Call it a “website with mostly non-promotional content,” because that’s what it is.

Anyway, why should lawyers start a second blog? To attract prospective clients, of course. And the people who can refer them.

Here’s the idea: you choose a subject that is of interest to your target market (or the people who can refer them) and that also interests you. You write about that subject and post it on a blog, er, website. Interested people find your content and read it. They sign up for your list to get more of your awesomeness. They promote your content to their friends and followers, colleagues and business associates. Your list grows and grows.

You briefly mention your day job to everyone who visits the site and signs up for your list. You tell them what you do and provide a link to your legal website. Every so often, you remind them about what you do.

So, now you have a list of people who share an interest with you. They know, like, and trust you, and while their trust is not directly related to your legal services, when they need a lawyer who does what you do, it won’t be difficult for them to make that leap.

You create this website, promote it, and have fun with it. You write about things that interest your visitors and subscribers and yourself. Or, if “writing” is a scary word for you, think of it as “curating” other people’s content that you append with your brief comments.

Do you see how this could be easy and how it could also bring you a lot of business? Basically, you are expanding your “warm market” (people who know you). When those people need a lawyer, or when someone they know needs a lawyer, you’ll be at or near the top of their list.

What do you write about (or curate)? Well, what interests you?

If you love sports and lots of your prospective clients do too, bada bing, there’s your subject.

You could write about classic cars, photography, food, exercise, or travel. Whatever floats your boat. Hey, how about boating?

What about referral sources? Well, for other lawyers, you could write trial tips, law office management, or marketing (!) Tell them how you do what you do.

You could write about personal development, productivity, or your favorite technology.

In other words, you could write about anything, so long as there are enough people in your target market who share your interest. And if there aren’t, you could always start your third blog.

For help in creating and growing your second blog (or your first), click here.

Share
Filed Under: Blogging, List building, Marketing legal services, Networking, Online Marketing, Referral sources, Writing Tagged With: , ,

How to deliver a great presentation

November 7, 2013 by
Share

If you’ve never seen Simon Sinek’s TED Talk on inspiring action you’re in for a treat. In it, Sinek explains why companies like Apple captivate and dominate their market when legions of other companies sell boxes that do essentially the same thing. He tells us why the Wright Brothers were first to flight with no funding or credentials that would have predicted their success.

Sinek also helps us to understand the difference between a leader and those who lead, and why great ideas and great products often languish while smaller ideas catch fire.

His talk is filled with wisdom. In a few minutes, he will help you understand the key to success in marketing your services and building a firm that sustains and grows. I heartily recommend that you take the time to watch his presentation and learn why it is the second most popular TED Talk with more than 12 million views.

But there’s another reason to watch it. Not only will you learn great insights about marketing and business, you’ll also see a great presentation. As you know, a presentation isn’t just what you say, it’s how you say it. It’s how the information you deliver is packaged and staged. A great presentation connects with the minds and emotions of the audience, and this is a great presentation.

If you want to know how to deliver a great presentation, study this one. See how he packages and presents his information. Learn how you can make your next presentation more effective.

This post makes it easier. It analyzes the structure, style, and delivery of Sinek’s talk, helping us to understand why in a world of presentations, this is one of the greats.

Do you know The Attorney Marketing Formula? Check it out here.

Share
Filed Under: Communication, Law office management, Marketing legal services, Personal development, Presentations, Writing Tagged With: ,

The gold standard for legal writing

November 4, 2013 by
Share

Writing for clients and prospects is different than writing for lawyers and judges. I know you know that but are you doing that? Do you write blog posts and articles and books that clients want to read?

I just read several reviews of a lawyer’s book for start-ups and small business owners. I don’t know if the book is any good by legal standards but if the reviews are any indication, the book is a winner. Here’s what one reviewer said:

“I’ve tried to read legal books before, and this is definitely the best. The writing style is crisp and conversational, and the author uses the word “I” and “my clients” to tell stories, so it feels like talking to a very smart and experienced business person rather than plowing through a textbook. The book used a lot of real-life examples, which is the only way I can get my head around legal issues, so I feel like I got more out of this book than the big start-up textbooks I tried before.

. . .really is just like having a two-hour coffee chat with an unusually friendly attorney.”

Another reviewer said

“I suspect this book was written by a real human being, not a conference room full of lawyers. For one thing, it’s not boring. . . .this book talks about business almost as much as it talks about law.”

Readers liked the book and, presumably, the author. For marketing purposes, this lawyer has hit a home run.

She accomplished this by writing to the reader, conversationally, and by using stories about her clients and cases. She also inserted herself into the narrative.

Reviewers also liked that the book “talks about business almost as much as it talks about law”. The author shows that she understands the reader from their point of view in running a business. She understands what it’s like dealing with vendors, for example, and talks about strategy, not just law.

Legal writing for clients and prospects is about connection more than content. Yes, the information is important, but if that connection is absent, the writing will have missed it’s mark.

You want to inform readers about the law. Even more, you want to reach out from the page and speak to them in a way that helps them imagine what it would be like to have you as their lawyer.

For more on legal writing for clients and prospects, get this.

Share
Filed Under: Communication, Marketing legal services, Writing

How to finish a writing project when you’re stuck

October 15, 2013 by
Share

Attorneys write a lot. At least we’re supposed to. We have deadlines to meet and bills to pay and we have to keep cranking. But sometimes, we get stuck. We may be half-way through a writing project and find ourselves unable to finish.

“7 Ways to Finish Difficult Writing Projects” is about how to finish a writing project when you’re stuck, and I’ve used most of the 7 ways. Reading my draft out loud and going for a walk to clear my head, for example, have helped me figure out where I am in the writing and where I want to go.

One of the suggestions is to make an outline, which I usually do, but sometimes my outline is the reason I’ve become stuck. Like a mis-calibrated GPS program, the outline took me to the wrong destination.

If I know what’s wrong, I’ll write a new outline. But sometimes, the piece isn’t working and I can’t figure out why.

When this happens, I write a outline of what I’ve already written. I may do this in a linear list with topics and sub-topics, or in a non-linear “mind map”. Reverse engineering the draft lets me see what’s missing or what I need to re-arrange to make things work. I then compare this outline to my original and from these two, create a third outline that allows me to move forward.

But sometimes, I’m still stuck. I know something is wrong but I can’t put my finger on it. What do I do? I go for a drive.

Once I’m on the road, I start talking and record myself. I pretend I’m speaking to my intended reader and I tell him what I want him to know. Speaking it out this way helps me get to the essence of the material. “I know I’ve got all these pages written, but here’s what I really want you to know. . .”.

In fact, sometimes, I do my first draft this way. I don’t write an outline, I just jot down a handful of topics I want to talk about, press record, and talk. Not only do I get the first draft done quickly, it’s often much better than what I might have written because the ideas flow naturally, instead of being forced to fit the structure of an outline.

If you ever find yourself stuck in a writing project, or you don’t know where to start, stop writing and start talking.

Earn more without working more. Here’s the formula.

Share
Filed Under: Personal development, Productivity, Writing Tagged With: , ,

How to do what you want (but can’t)

September 10, 2013 by
Share

Years ago, I was at a men’s store buying suits and got to talking with the sales person. He was very good at his job and I told him so. He thanked me and said that what he really wanted to do was be a writer. The problem is, he’s tried to write but can’t.

He’s got an idea for a novel, he’s got his characters, he’s worked out the story in his head, but when he sits down to write, nothing comes.

I made several suggestions, but he’s tried them all. No dice.

He’s tried dictating. He’s tried freewriting (writing whatever comes out without stopping to think or edit). He’s tried every technique for overcoming procrastination and writer’s block but nothing has worked. I got the feeling he was convinced that nothing will.

So he sells men’s clothing.

Today, I would probably say, “Well then, I guess you’re not a writer.”

Don’t hate on me. He needs some tough love. Fight back (and write) or admit that you are not a writer and go do something else. Living in the middle ground, “I want to, but can’t,” is hell. It will kill your soul and leave you, on your death bed, filled with regret.

Frankly, I think the guy needed therapy.

And yet, wanting but not doing is common. We all have things we want to do but don’t. We never start, because we don’t have the time. Or we start, but three weeks later, we’re off the wagon.

If you’ve ever started a diet, you know what I mean.

Want to know how to do what you want to do but can’t? Whatever it is–getting in shape, learning a new language, writing a book, or marketing your law practice, if you want to do it, but don’t, here’s my suggestion:

Do it today for two minutes.

Want to get in shape? Go walking for two minutes today.

Want to write? Get typing or scribbling and don’t stop for two minutes.

Want to bring in new clients? Take two minutes and send a “Hey, how are you these days?” email to someone you haven’t talked to in a long time.

It’s just two minutes. You can do two minutes.

Now you’re not going to write a book or get into shape in two minutes. But if you can do two minutes today, you can do two minutes tomorrow. Maybe in a couple of weeks you’ll be up to five minutes. Eventually, the thing you had trouble starting or sticking to will become a habit. What was once hard will be easy.

By starting small, you program your brain that writing or exercising or marketing isn’t hard. It’s something you can do. So you keep doing it.

Most people join the gym on January 1st and push themselves so hard and get so sore that by January 15th, they’re done. Don’t do that. Start small. Develop the habit.

I heard about a guy who has been going to the gym for ten years and is in fabulous shape. Like most people, he had trouble getting started. So, for the first three months, he went to the gym every day, sat on a bench and drank coffee. He said he wanted to develop the habit of going to the gym.

Start slowly. Do something every day. Eventually, you will become an unconscious competent (doing it without thinking about it) and your life will never be the same.

Share
Filed Under: Marketing legal services, Personal development, Productivity, Time Management, Writing Tagged With: , , ,
« Previous Page
Next Page »