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
