Writing Archives - Page 3 of 34 - The Attorney Marketing Center

Some lawyers are weird

June 13, 2023 by David M. Ward

It’s true. Some lawyers have strange interests or hobbies, extreme lifestyle choices or political views. But most people know this because most lawyers do a good job of keeping their personal life to themselves.

Other lawyers do the opposite. They tell too much about their personal views and lifestyle. If you look up the phrase “over sharing” in the dictionary, you might see their photo.

Of course, neither extreme is advisable.

The thing is, most lawyers lean towards not sharing any personal information. Not on social media, on their blog or in a presentation. They may be great lawyers, but they look and sound like every other lawyer in their field (except the weird ones).

And have a hard time standing out or being remembered.

I get it. They want to maintain their image as a hard-working, dedicated professional, who works night and day to serve their clients. Anything personal might make them look weak or is at least irrelevant to their job.

But clients know their lawyers are humans and they like them that way. They like knowing some things about their lawyer and what they do when they’re not working.

The solution? Share a little personal information, but not too much.

Do you have kids? Tell people about them. People like people who have kids. And all you have to do (if you don’t want to do more) is refer to them parenthetically.

“I picked up my daughter from ballet class the other day. . .” tells your readers that you have a child and you are involved in their life. You don’t have to say more.

But you can if you want to.

When I took my daughter to ballet class years ago, I had trouble putting her hair in a bun and asked one of the moms for help. That added detail makes the experience easier to picture and might make it more relatable to parents who have had a similar experience.

Don’t over-share (especially if you’re weird), but do share some details of your personal life. Clients want their lawyer to fight for them and deliver good results, but they also like their attorney to be normal.

Filed Under: Communication, Writing

Every lawyer does it

May 4, 2023 by David M. Ward

Not all lawyers litigate, negotiate, or speak in front of groups. But every lawyer writes.

Writing is a lawyer’s super power.

Write well and you can persuade people to write you, call you, and hire you. Write well and you can get clients to hire you again, share your content, and tell others about you. Write well and you can create content that gets more people to your website, to learn more about what you do and how you can help them.

Write well and you can get more leads, better clients, and bigger cases. Write well and you might even generate an additional source of income through books, courses, and consulting.

Writing gives you space to think, to figure out what you want, and why, and discover what you’re willing to do to get it.

Writing can make you a better lawyer, and a more successful and happy one.

Years ago, I took a look at my work product and realized that form letters and boilerplate documents might make my work easier but did nothing to improve my writing. And I wanted to improve my writing because it was stilted and boring.

I started by writing more creative demand letters. I got some adjusters and lawyers to notice and while I can’t say this lead to better outcomes (or it didn’t), I enjoyed it and was encouraged to continue.

So then, I wrote articles, reports, and ads that were different than most lawyers write. Later, when I started a newsletter and blog, and wrote books and courses, my commitment to liberating my writing served me well.

It will serve you, too.

What’s the best way to improve your writing? By reading about good writing, by reading good writing itself, and mostly by writing more.

Write something every day. Practice. Play with words and ideas. You’ll get better at explaining the law, telling stories, and crafting persuasive arguments—the kind that win cases and new clients.

And have fun with it. Start small if you want to. A single colorful sentence or turn of phrase can be enough to make you stand out and convince yourself that there’s more to writing than form letters and boilerplate.

How to write emails that bring in more clients

Filed Under: Writing

How-to articles for lawyers are good. This is better.

May 3, 2023 by David M. Ward

Lawyers write a lot of blog posts and other content that explains how to do things. That’s good because “how to” is a very popular search term for people with legal issues.

But prospective clients also want to know “why”.

You tell them to do something, or avoid doing something, but your advice is much more persuasive and valuable to them if you tell them why.

If you handle personal injury cases, don’t just tell people what to say to the other driver, and what to avoid saying. Tell them why.

In fact, it’s a good idea to write blog posts and articles with a headline or title that features the word “why”. When someone sees that word, they become curious. “Why should I do that?” “Why is that a mistake?” and they read the article to find out.

You should also use the word “why” in your calls-to-action.

You want them to call and make an appointment? Tell them why. What do they get if they do? What are the benefits? What will that appointment help them do or avoid?

You want them to download your report? Fill out a form? Sign up for your webinar? Hire you (instead of any other lawyer)?

Tell them why.

Don’t stop writing how-to articles. They always have and always will be effective. But they are more effective when you also tell people why.

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

Just google it?

April 3, 2023 by David M. Ward

When you’re fresh out of ideas for blog posts, newsletter articles, or other content, you can always head over to your favorite search engine, put in some keywords related to your field, and see what people, a.k.a. prospective clients, are searching for.

Not only will you get ideas for your next blog post or article, you can use the same search terms they use, or a variation thereof, in your title or subject.

The subjects they search for, the questions they ask, can not only provide you with subjects to write about, but search traffic to your blog or article.

You can wing it and see what comes up, or use a more methodical method:

Type a keyword in the search field, press the spacebar, type the letter “a”, and you’ll get 10 search results (on Google) in the drop-down menu. Copy these and search again using the same keyword and the letter “b”.

You can go through the entire alphabet and get more results. You can then type in keyword phrases instead of single words and go through the process again.

And then, if you want even more results, choose a different keyword (or phrase) and search again.

30 minutes of searching and you’ll have more topics than you can shake a stick at.

But there’s more. . .

On the Google search results page, look for the “People Also Ask” section. You’ll see questions related to your search term. Grab some of those questions and answer them in your next post.

Then, scroll down to the bottom of the search results page and look for the “Related Searches” section. Yep, even more ideas.

You can also use the “Google Trends” tool to find more current or newsworthy (trending) ideas.

But you’re not limited to using dusty old search engines to find ideas. Now you can use one of the many AI tools that are popping up everywhere.

This morning, I asked one of those AI Chabots, “What are some ways to get ideas for blog posts other than using google?” It gave me several suggestions:

Look at your competitor’s blogs, “to see what topics they are covering. this can give you ideas for new topics, or inspire you to approach a topic from a different angle.”
Ask your readers what they would like to see or see more of. Use a poll, email, social media, “or by simply asking for feedback in a blog post”.
Peruse social media popular posts or hashtags to see what people are asking or talking about.
Attend industry events (to learn the latest trends and news in your niche and write about those subjects).
Use tools like BuzzSumo, Feedly, or Pocket to see what’s being covered.

And that was just a few results from asking a very general question.

You can ask these bots much more specific questions that elicit more detailed responses related to your field and your target market.

Ask it what estate planning subjects are popular with people in your area who now work from home. Ask it to tell you the questions burn victims typically ask when they’re looking for an attorney who specializes in this field. Ask it to tell you which market sectors are more likely to buy or sell commercial real estate in the next few years.

And if it doesn’t give you enough information, or specific enough information, ask follow-up questions until it does.

My favorite part: unlike simple search engines, these bots remember what you previously asked, and the answers it provided, which means you can carry on a conversation with it and get better results.

Don’t rely completely on anything it tells you, of course. Use the results you get as a starting point—ideas to research and write about.

More ideas than you could ever use.

Filed Under: Blogging, Content creation, Writing

I’m working

February 24, 2023 by David M. Ward

One of the nice things about being a writer, or an attorney who does a lot of writing, is being able to indulge our other interests.

When we watch videos about something that interests us, for no other reason than because we enjoy it, we not only give our brains and bodies a brief respite from our busy schedules, we learn things we can use in our writing.

Examples, stories, new ideas or new ways of looking at old ideas help us illustrate our points and make our articles and posts more interesting.

They can also stimulate us to be more creative and productive. Seeing how others do presentations, structure their articles, or make their points can give us new ways of doing what we do.

Reading books about history can make us better leaders and problem solvers. Reading about entrepreneurship can help us get better at building our practice or business. Reading mysteries or doing crossword puzzles can make us better problem solvers and keep our brains from getting rusty.

Read widely. Every day, even if just for ten minutes. Take notes, even if it’s just a quote or one sentence about what you read.

Follow your curiosity. Go for walks and think about whatever is on your mind.

And don’t feel guilty about taking time to do this.

What you read can teach you, inspire you, and help you become better at what you do.

You may not be able to bill for the time you spend doing something other than your core work, but you’re still getting paid.

Filed Under: success, Writing

Write for yourself first

February 2, 2023 by David M. Ward

We write for our subscribers and followers, to show them we understand them and can help them. So, besides talking about their problems and our solutions, we talk about their world—their industry or market and subjects that interest them.

Because if we don’t, if all we talk about is the law and “how-to’s”, prospective clients might read us today (when they need us) but might not read us tomorrow.

And tomorrow might be the day they do need us, or talk to someone they can refer.

Writing a blog or newsletter or other content isn’t just about “getting the sale”. It is also about building relationships.

And that’s why marketing folks (myself included) tell you not to make your content all about you.

But this doesn’t mean you should never make it about you.

You are important in this equation. People want to know not just about your work, or even exclusively about their world, they also want to know about you.

A relationship is about two people and you’re one of them. So, in addition to writing for your readers, it’s important that you also write for yourself.

That means sometimes you write at length about your life and weave in lessons or stories that apply to your readers. You might talk about your trip to the bookstore, something interesting you saw in the courthouse, about your kids, or something about your hobby, and share a lesson told by the experience.

Other times, you simply mention these things in passing. “I was running errands on Saturday, looking for a parking space, and thought of something I want you to know”.

If you don’t write for yourself, writing a blog or newsletter can eventually feel like drudgery. You’ll run out of ideas and energy and your writing will become boring and ineffectual. If you write for yourself, however, you’ll enjoy it and continue doing it because talking about yourself is enjoyable.

A good rule of thumb is to write your first draft for yourself. Write what you want to write about, not just what the market wants or needs. Say what you want to say, what you find interesting, inspiring, or that made you laugh. Forget about your reader on this first pass and tell your story the way you want to tell it.

Then, on a second pass, bring them into the picture.

This will help you write more effective content

Filed Under: Content creation, Writing

Superman’s hemorrhoids

January 25, 2023 by David M. Ward

We all know we shouldn’t talk about sex, religion, and politic in polite company (or in our newsletter).

Unless sex, religion, or politics are your primary business, nothing good can come of it.

I’d like to add a fourth subject to the list. Our personal health.

Too many people talk about that subject and while some of their clients or readers will sympathize and wish them well, on balance, this is a subject that is usually best avoided.

I’m not suggesting a complete ban. But if you talk about your health or an injury or condition, don’t do it too often and, whatever you do, avoid the gory details.

Because most people don’t want to hear it.

Some people are hypochondriacs and will get all hinky thinking they have what you have or will be its next victim. Some people have weak stomachs and don’t want to hear about things that ooze, severe pain, or chronic conditions.

But perhaps the most important reason is that people want to think of their lawyer as a superhero—strong, impervious to illness and pain, able to leap tall buildings in a single bound.

Don’t spoil the movie in their mind.

They know you’re human. They like hearing some things about your personal life. But they don’t want to think about you as someone who might not be able to protect them from monsters.

So, if you have a choice, and you almost always do, think twice about discussing your illness, injury, or condition.

When in doubt, leave it out. Find another way to illustrate your point or tell your story.

There are some health-related subjects that are relatively safe. You can speak about taking vitamins, getting in your reps, or going for your annual checkup.

You can even talk about an occasional headache, bump, or bruise.

But if you do, it’s probably best to talk about that in the past tense. Because when a superhero gets blasted by a death ray, they’re back on the job long before the third act.

Filed Under: Blogging, Newsletters, Social media, Writing

Before I tell you that, I want to tell you this

January 24, 2023 by David M. Ward

No. Don’t do that.

You’ll get more readers reading and listeners listening—to your articles, presentations, newsletters, email, or posts on social—if you do one simple thing.

Get to the point.

I see so many writers and speakers who don’t.

First, they want to tell you about their day or about their kid or about something they’re working on, thinking you’ll care about this or get all warm and fuzzy about them because you can see they’re just like you.

But that’s not why folks are reading the article or watching the presentation.

They want to learn something valuable or interesting (to them). Or be entertained.

So, in those first few seconds, yes seconds, you need to show them you’ve got this for them.

If you start out clearing your throat and warming up your tonsils before you get to the point of your message, many folks will think you don’t have a point and won’t stick around to find out.

Because people are busy and have the attention span of a gnat.

If you don’t get their attention immediately, they’re going to buzz away (do gnats buzz?)

Just the way it is.

This doesn’t mean you should never tell them about your day or your kid or something you’re working on. Just don’t lead with it.

Get their attention first. Tell them about other things later. Or weave those other things into your narrative to illustrate your points.

You listen to a baseball game on the radio to hear the play-by-play. The “color” commentary adds to that but can’t replace it.

There are exceptions. If you are an incredibly talented writer, or you’re writing to a captive audience, e.g., your clients who are inclined to read or listen to everything you say because they’re afraid of missing something important (to them), you can get away with some throat clearing before you begin your speech.

For everyone else, get to the point.

Filed Under: Content creation, Public Speaking, Writing

Turn your writing into a client magnet

January 13, 2023 by David M. Ward

One of your best marketing tools is your writing. Not just what you write about, but how you write it.

Yes, how you write it.

You might provide great information via how-to articles and posts. You might show prospective clients how you can help them solve a problem or achieve a goal. You might tell prospects what you offer, how you work with your clients, and why they should choose you.

And you should.

But other lawyers will say a lot of the things you say. So, unless you write in a way that makes readers feel an emotional attachment to you, you might struggle to close the deal.

There are many strategies for improving the effectiveness of your writing. Ways to make it more inviting, easier to read, and more persuasive. Study these strategies. Practice these techniques. They will help you get more new clients and repeat clients, more referrals, and more subscribers and followers.

But if you want readers to feel there’s something special about you, there’s something else you should do.

It goes beyond technique and better writing. It’s actually a marketing superpower. An elixir that will comple prospective clients to make an appointment, sign up for your list, or otherwise take the next step.

How do you acquire this superpower?

Research.

Find out what your market is interested in, what they know, and how they think.

Learn what frustrates them and keeps them up at night. Get conversant with the issues that abound in their industry or market. Be familiar with the words they use to describe their problems and desires.

When you do this, you can show prospects you understand them better than other lawyers who cross their path and talk about the law, but not about them.

Which is why you need to target a niche market and study it and the people in it.

When you write about an issue in that market and reference or quote someone prominent in that market, for example, someone your readers know about (or actually know) and trust, or when you’re able to talk about little details that only someone with a lot of experience in their market would know, your readers will see that you aren’t like other lawyers, you’re one of them.

Choose a niche market and study it. Your knowledge will allow you to write in a way that resonates with prospects on a deep level. You’ll be able to write in a way that makes their Spidey-sense tingle as they realize they’ve found the lawyer they’ve been looking for.

How to choose the right niche market for you

Filed Under: Content creation, Copywriting, Marketing legal services, Writing

I was wrong

December 13, 2022 by David M. Ward

You’re reading this because you want to know what I was wrong about and why I’m sharing my “confession” with you.

Mission accomplished.

Well, almost. I haven’t told you what I was wrong about, or why admitting you were wrong is a good way to connect with your readers.

It’s good because people see you don’t pretend to be infallible. You’re a real person, just like them.

Warts and all.

It makes you likeable. Someone they can trust.

Confession is good for the soul.

Maybe you trusted a friend and should have known better. Maybe you recommended a certain app to everyone and had to backtrack when you found out it has a security flaw. Maybe you predicted something would happen on the world stage and you were dead wrong.

Show your readers the real you. Warts and all.

But you have to be careful. You don’t want to admit you were wrong about something irretrievably tied to your core competency.

It’s okay to admit you once hired a secretary too hastily, and she stole from you. It’s not okay to admit you settled a certain case because you didn’t think you had enough experience to take it to trial.

Capice?

In addition to admitting to a mistake, you can also admit to a weakness or quirk, or share a personal experience that humanizes you.

Maybe you like cherry pie a little too much (me!). Maybe you took your daughter to ballet class and had to ask one of the moms to do up her hair (me!) Maybe your sense of humor gets you into trouble a little too often (me!)

The more embarrassing, or humorous, the better.

Admit a mistake or a weakness (that isn’t too weird) and your readers will love you for it. Unless you eat all the cherry pie and don’t leave any for them.

Filed Under: Client loyalty, Communication, Writing