Have you ever been reading an email or a blog post and forgotten who wrote it?
That’s the 98%.
Most lawyers who create content fall into that category. Forgettable.
The 2% are the ones people notice and remember. They’re also the ones people buy from and tell their friends about.
The rest fade into the woodwork. Because they all look the same.
They talk about the same subjects, use the same examples, and measure the temperature of their message with the same thermometer, meaning they don’t let things get too hot or too cold.
How about you?
If you want to get noticed, remembered, and followed, if you want clients to hire you instead of another attorney, you need to be in the top 2%.
That means being different and there’s no easier way to do that than to create content that’s different.
Different subjects, different appearance, different style.
Especially style.
When other lawyers write stilted prose and you use a bit of color and personality, when other lawyers say what’s expected and you are a contrarian, when they write about boring topics in boring ways and your content is interesting. . .
It won’t take much for you to stand out.
How do you do this?
Make your content interesting and helpful. Infuse your content with human interest (stories), details from your professional and personal life, and strong opinions. Be different, tell them what they need to do, and why.
Don’t just deliver information, speak to your readers. And don’t hold back.
You know you’re doing it right when you write something or say something that scares you a little.You should feel a little heat in the pit of your stomach—as if you’ve gone too far or are doing something wrong.
When you feel that heat, it means you’re on the right track.
If you aren’t feeling that burn, you aren’t trying hard enough. And your audience will know it. And lump you in with 98%.
You will get feedback. Some readers will love what you’re doing and tell you they read you every day. Some will tell you’ve gone too far and leave you for gentler pastures. (Ask me how I know.)
None of that matters. All that matters is that:
- Your list is growing, and
- Your practice is growing
If those two numbers are moving in the right direction, stay the course.
It’s not easy to show your market that you’re better than the competition, but it is easy to show them you’re different.
And now you know a simple way to do that.
