I found a video I was interested in watching but I wasn’t sure I wanted to commit 27 minutes out of my busy day. I could start it and see if it’s worth continuing, or I could save it for later, which is what I did, but I knew that “later†would probably never arrive.
I do the same thing with blog posts and articles. I can skim them, of course, and usually do, but my appetite is often bigger than my stomach and more often than not, I save blog posts and articles for later consumption. But I have hundreds of them saved for later and, you guessed it, more often than not, I don’t get around to them.
If you use content to market your legal services, and you should, you have to factor this dynamic into your strategy. Your target market is busy and while they may be interested in your topic, they may never get around to hearing what you have to say.
What do you do? The answer is simple. You issue a mix of long and short posts and videos.
Someone will watch a two minute video, for example, and see that you offer value. So when you post a 15 minute video or a 27 minute video, they are more likely to watch it. You’ve earned their attention and made it to their short list of approved content producers, aka, lawyers.
Short content allows you to offer people a taste of your wisdom and makes it more likely they’ll come back for more. It’s like the Chinese restaurant in the food court at the mall, handing out samples of tempura chicken on a toothpick. They give you a sample, you like it, so you order a complete meal.
They might spend $100 a day giving away free samples, and in return sell $1000 worth of additional meals.
Sampling works. Give people a taste of “you†and if they like you they’ll come back for more. If you’ve ever conducted a free consultation you know that most people who avail themselves of your offer will hire you.
Now, if offering short samples of your content and your advice work, how about offering samples of your actual services?
Think about all of the services you offer, and all of their component parts, and see if you can offer a sample. What could you offer at a discount or free?
Discounts? Free services? That’s crazy talk, right?
Give it some thought, will ya? Because investing $100 to earn an extra $1000 is a good thing in any business.
Marketing for attorneys who want to work smarter: here you go
