It’s not about how much you know or how good you are at what you do

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Education marketing is about showing your market what they need to know about their legal issues and the available solutions. It’s about teaching them the benefits of taking action and the risks of delay.

That’s why you create content and deliver it to your target market. But if that’s all you do, you’re not doing enough.

Effective content isn’t about showing people how much you know. It’s not about showing them how good you are at what you do. It’s not about those things because effective marketing isn’t about you, it’s about your audience.

Your articles, posts, and presentations need to map what you know and what you do to the fears and desires, wants and needs of the people consuming your content.

Think about your ideal client. What keeps them up at night? What are they worried about? What do they fear might happen?

What keeps them going during the day? What are they working to achieve? What makes their sacrifices worthwhile?

Once you know what makes them tick, show them how you can help them get what they want.

You do that by speaking to them, not at them.

Engage them. Show them that you truly understand their situation–their problems, their pain, their desires–either because you’ve been in their shoes before or because you’ve worked with and helped people in that situation.

Tell stories about your clients and former clients who are like them. Describe their background, occupation, and legal situation. Use the terminology common to their industry or market. Use quotes from people they recognize.

Turn up the heat and acknowledge your reader’s pain. Dramatize their problems and warn them, in no uncertain terms, of what might happen if they don’t take action or they make the wrong decision.

Wake them up and shake them up and tell them what to do to get relief.

Don’t deliver a white paper, sell them on taking the next step. Because you can’t help anyone until they do.

How to write a report that gets prospective clients to call you

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The hidden value of content marketing

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Education based marketing means providing prospective clients with information about their problems and the available solutions. As they contemplate the severity of the issues and the nuances of the solutions, they get closer to hiring a lawyer. Your content shows them that you understand their problem and have helped others to solve it, and you thus become the lawyer they are mostly likely to hire.

In other words, the quality (and quantity) of your information does much of the selling of your services for you.

So, plus one for content.

But in what form do you deliver that content?

William Glasser said that we learn. . .

10% of what we read,
20% of what we hear,
30% of what we see,
50% of what we see and hear,
70% of what we discuss,
80% of what we experience,
95% of what we teach others.

So you want to give prospective clients options to read, watch, and listen to your information. You also want to involve them with that information by engaging them in a conversation about it, through commenting on your posts and emailing and calling you to ask questions about how the information applies to their specific situation.

In a live presentation, you can engage the audience by soliciting feedback and asking people to talk about their experience with the subject. On your website, you can post surveys and other types of involvement mechanisms.

The more senses your prospects use, the more they learn; the more they learn, the more likely they are to see you, the teacher, as the best solution to their problem.

But there’s a hidden value to this process. As you create your content, you learn more about the subject and get better at teaching it.

You spend more time thinking about what you know and verifying what you think you know. You read what other teachers (lawyers) say about the subject and how they say it. You find more examples and stories to illustrate your points. And as you write and re-write your information, and practice your delivery, you become a better teacher and thus better at attracting clients.

If you want to get better at content marketing, use this

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Stop trying to convince people they need a lawyer

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I started walking again. Three days a week, a couple of miles to start. At least I think it’s a couple of miles. I’m not really sure, so yesterday, I went to the app store to see if they had a pedometer.

Yes they do.

I had no idea how many apps there were for measuring body movement. I had no idea because I had never looked at any “health and fitness” apps.

I figured these were for runners or people who played sports or people with complex workout regimes. I just like to walk.

So now I’m looking at all these choices, comparing features, reading reviews. I even read a couple of articles.
I want a pedometer. I’m trying to decide which one.

Today, I’m “in the market” for an app; before, I wasn’t.

If you were the developer of the best app in the world in this category, before I was in the market your words would have been wasted on me. I paid no attention to your ads, your free trials, or your reviews.

I wasn’t a prospect. Now I am.

So here’s the thing. You may have the best legal services in town–a great track record, the best offer, fabulous “customer service”–but if you’re offering it people who aren’t in the market for what you do, you’re wasting time and money.

Instead of trying to educate the masses about the benefits of hiring a lawyer, target people who are actively looking for a lawyer who does what you do and show them why you are the best choice.

Pretend that there is a app store category for legal services and you’re in it. Instead of trying to convince people who are “not in the market” to come look at the legal services “apps” that are available, focus on making your “app” the top rated, best selling app in that category.

There is a place for educating people about what a lawyer can do to help them solve a problem or achieve an objective. But the sweet spot in marketing is found by targeting people who already know they (probably) need a lawyer and are trying to decide which one.

Marketing is easier when you know The Formula

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