One of your best marketing tools is your writing. Not just what you write about, but how you write it.

Yes, how you write it.

You might provide great information via how-to articles and posts. You might show prospective clients how you can help them solve a problem or achieve a goal. You might tell prospects what you offer, how you work with your clients, and why they should choose you.

And you should.

But other lawyers will say a lot of the things you say. So, unless you write in a way that makes readers feel an emotional attachment to you, you might struggle to close the deal.

There are many strategies for improving the effectiveness of your writing. Ways to make it more inviting, easier to read, and more persuasive. Study these strategies. Practice these techniques. They will help you get more new clients and repeat clients, more referrals, and more subscribers and followers.

But if you want readers to feel there’s something special about you, there’s something else you should do.

It goes beyond technique and better writing. It’s actually a marketing superpower. An elixir that will comple prospective clients to make an appointment, sign up for your list, or otherwise take the next step.

How do you acquire this superpower?

Research.

Find out what your market is interested in, what they know, and how they think.

Learn what frustrates them and keeps them up at night. Get conversant with the issues that abound in their industry or market. Be familiar with the words they use to describe their problems and desires.

When you do this, you can show prospects you understand them better than other lawyers who cross their path and talk about the law, but not about them.

Which is why you need to target a niche market and study it and the people in it.

When you write about an issue in that market and reference or quote someone prominent in that market, for example, someone your readers know about (or actually know) and trust, or when you’re able to talk about little details that only someone with a lot of experience in their market would know, your readers will see that you aren’t like other lawyers, you’re one of them.

Choose a niche market and study it. Your knowledge will allow you to write in a way that resonates with prospects on a deep level. You’ll be able to write in a way that makes their Spidey-sense tingle as they realize they’ve found the lawyer they’ve been looking for.

How to choose the right niche market for you