Between you and a new client is your website. And your articles and blog posts, sales pages and other content. It’s the same on social media, in your presentations and interviews.
And if you do what many lawyers do, you’re shooting yourself in the foot.
What do they do? They publish a lot of long-winded, heavy-handed, technical, and otherwise boring content.
And you can’t bore someone into becoming your client.
The solution is simple. Leave out the boring parts.
Edit, cut, simplify. Make your content and copy interesting and easier to read.
And make sure people want to read it by telegraphing your message.
When someone comes across something you wrote (or recorded), they should immediately know that your article or video is for them. Put benefits in the title or headline. Let them see what they’ll learn or get or be able to do if they invest a few minutes reading.
And I do mean a few minutes.
Long articles and copy have their place. But that place isn’t at the entrance to your website or sales funnel.
Up front, keep it brief. You want them to read or watch, not save it for later.
Ever see a movie that took waaay too long to get to the action? You got bored, maybe you fell asleep, maybe you didn’t stick around to watch the whole thing.
Cut those scenes out of your movie.
Get their attention. Tell them what’s in it for them. Get them nodding their head and telling themselves they’ve found someone they need to talk to.
Okay, you get it. Cut out the boring parts and lead with benefits. What else?
There isn’t anything else. Because if people don’t read or listen, they’re not going to hire you.
Assume your readers are impatient, distracted, distressed, and have many other options.
Because all of that is true.
Don’t bury the lead. And don’t expect them to watch your movie if they can’t stay awake
