Rule #1 of marketing: Nobody cares about you, they only care about themselves.

They don’t care about your office move–unless your new office is more convenient for them. They don’t care about your new website design–unless it makes it easier for them to find things they want. They don’t care about your vacation, what you ate for dinner, how you broke your leg or the birth of your latest grandchild.

Not really.

They may be mildly curious, they may congratulate you or wish you a speedy recovery, but they have their own lives to lead and they care about that far more than anything–or anyone–else.

I’m not saying you should never mention news about your work or anything about your personal life. You should. It allows people to get to know you better and that’s a good thing.

Just don’t talk about it too much or too often or think that anyone really cares.

Because they don’t.

Instead, talk about things they care about. Things that interest them or help improve their life or their business.

Talk about THEM. Name names if you’re able and talk about their business or industry something going on in their neighborhood.

If you target tech professionals, for example, talk about market trends (laws, changes, news, etc.) that affect them. Talk about people they know or might want to hear about. Talk about problems and solutions, predictions and stories related to their niche.

They’ll read every word you write.

They’ll also see you as someone who understands and supports them and they will share your content and recommend you to their colleagues and advisors.

You’ll build a reputation in their niche as THE attorney for that niche. Which means your marketing will be easier, less expensive, and more effective.

Where do you get all this information? From your clients and from other professionals who target that market, and from doing some research.

Inside Email Marketing for Attorneys, I’ve included guidelines to help you do that.

To see what it’s all about, go to Email Marketing for Attorneys.