Blogging Archives - Page 3 of 24 - The Attorney Marketing Center

How-to articles for lawyers are good. This is better.

May 3, 2023 by David M. Ward

Lawyers write a lot of blog posts and other content that explains how to do things. That’s good because “how to” is a very popular search term for people with legal issues.

But prospective clients also want to know “why”.

You tell them to do something, or avoid doing something, but your advice is much more persuasive and valuable to them if you tell them why.

If you handle personal injury cases, don’t just tell people what to say to the other driver, and what to avoid saying. Tell them why.

In fact, it’s a good idea to write blog posts and articles with a headline or title that features the word “why”. When someone sees that word, they become curious. “Why should I do that?” “Why is that a mistake?” and they read the article to find out.

You should also use the word “why” in your calls-to-action.

You want them to call and make an appointment? Tell them why. What do they get if they do? What are the benefits? What will that appointment help them do or avoid?

You want them to download your report? Fill out a form? Sign up for your webinar? Hire you (instead of any other lawyer)?

Tell them why.

Don’t stop writing how-to articles. They always have and always will be effective. But they are more effective when you also tell people why.

Filed Under: Blogging, Content creation, Copywriting, Newsletters, Writing

Just google it?

April 3, 2023 by David M. Ward

When you’re fresh out of ideas for blog posts, newsletter articles, or other content, you can always head over to your favorite search engine, put in some keywords related to your field, and see what people, a.k.a. prospective clients, are searching for.

Not only will you get ideas for your next blog post or article, you can use the same search terms they use, or a variation thereof, in your title or subject.

The subjects they search for, the questions they ask, can not only provide you with subjects to write about, but search traffic to your blog or article.

You can wing it and see what comes up, or use a more methodical method:

Type a keyword in the search field, press the spacebar, type the letter “a”, and you’ll get 10 search results (on Google) in the drop-down menu. Copy these and search again using the same keyword and the letter “b”.

You can go through the entire alphabet and get more results. You can then type in keyword phrases instead of single words and go through the process again.

And then, if you want even more results, choose a different keyword (or phrase) and search again.

30 minutes of searching and you’ll have more topics than you can shake a stick at.

But there’s more. . .

On the Google search results page, look for the “People Also Ask” section. You’ll see questions related to your search term. Grab some of those questions and answer them in your next post.

Then, scroll down to the bottom of the search results page and look for the “Related Searches” section. Yep, even more ideas.

You can also use the “Google Trends” tool to find more current or newsworthy (trending) ideas.

But you’re not limited to using dusty old search engines to find ideas. Now you can use one of the many AI tools that are popping up everywhere.

This morning, I asked one of those AI Chabots, “What are some ways to get ideas for blog posts other than using google?” It gave me several suggestions:

Look at your competitor’s blogs, “to see what topics they are covering. this can give you ideas for new topics, or inspire you to approach a topic from a different angle.”
Ask your readers what they would like to see or see more of. Use a poll, email, social media, “or by simply asking for feedback in a blog post”.
Peruse social media popular posts or hashtags to see what people are asking or talking about.
Attend industry events (to learn the latest trends and news in your niche and write about those subjects).
Use tools like BuzzSumo, Feedly, or Pocket to see what’s being covered.

And that was just a few results from asking a very general question.

You can ask these bots much more specific questions that elicit more detailed responses related to your field and your target market.

Ask it what estate planning subjects are popular with people in your area who now work from home. Ask it to tell you the questions burn victims typically ask when they’re looking for an attorney who specializes in this field. Ask it to tell you which market sectors are more likely to buy or sell commercial real estate in the next few years.

And if it doesn’t give you enough information, or specific enough information, ask follow-up questions until it does.

My favorite part: unlike simple search engines, these bots remember what you previously asked, and the answers it provided, which means you can carry on a conversation with it and get better results.

Don’t rely completely on anything it tells you, of course. Use the results you get as a starting point—ideas to research and write about.

More ideas than you could ever use.

Filed Under: Blogging, Content creation, Writing

Email marketing done wrong

February 13, 2023 by David M. Ward

It’s funny, the guy who sent me this email is a successful blogger with a big email list. So he should know better.

He sends emails to his list announcing each new blog post. That’s good. But the subject line in those emails all say, “New Update on [his blog]”.

That’s bad.

Nobody is interested in knowing there’s an update. So what? Why should I care?

You have to tell them why they should care.

The purpose of an email subject line is to “sell” the recipient of that email on opening it.

Make them curious. Entice them with benefits. Or both.

Don’t just send them an email. Tell them why they should open it.

If the recipient knows the sender, they may give them the benefit of the doubt and open the email. Will they do that week after week?

Who knows?

If they’re busy, if they’re a new subscriber and don’t yet know that you consistently deliver value, they may skip your email, assuming that (like so many other emails they receive) it’s nothing but a sales pitch.

Or they might save it to read later, but we know that “later” often never arrives.

The subject line of your email is the key to getting your email read. It is a headline. It must capture the attention of the recipient and convince them to stop scrolling and open your email.

And “New update. . .” isn’t going to get the job done.

If your email is meant to announce your new blog post and your blog post has a good title, the simplest thing to do is to put that title in the subject line of your email.

There are other options, but this works most of the time.

So, why doesn’t this experienced blogger do that? I don’t know. But don’t do what he does.

And don’t do what he does in the body of his emails, either.

The only content in his emails is a hyperlinked copy of the title of his blog post. Nothing else.

Why is this a mistake? Because while the title/headline might be enticing, it might not be enough to get subscribers to click the link.

And the goal isn’t to open the email, it’s to get subscribers to read your post.

You have two options for accomplishing this.

Option one is to use the body of the email to sell them on clicking the link. Tell them more about the benefits they get from your post, share how others have benefitted from this kind of information, say something about why you’re qualified to present this information, or otherwise prove that reading the post will be worth his time.

And yes, you could enclose the first few paragraphs of your blog post (and the link to continue reading).

Option two is to enclose the entire blog post in the body of your email.

That’s the way I do it.

When you get my email, you don’t have to click anything to read my latest post. You can read the post right there in your email inbox.

I know, by doing it this way, I get fewer people going to my blog. That would improve my traffic and engagement numbers, and make it more likely that when someone finishes reading the post, they’ll read something else on the blog.

But I think it’s worth it.

It’s worth it because by making it more convenient for you to read my post, you’ll be more likely to do it. And get the benefits thereof. And become interested in hiring me or buying something from me or contacting me to learn more.

Which you are less likely to do if you can’t read the post without going to my blog.

The goal is to get more people (1) to open your emails and (2) read your content. Because it is your content that convinces people to take the next step.

Email marketing for attorneys

Filed Under: Blogging, Email

Superman’s hemorrhoids

January 25, 2023 by David M. Ward

We all know we shouldn’t talk about sex, religion, and politic in polite company (or in our newsletter).

Unless sex, religion, or politics are your primary business, nothing good can come of it.

I’d like to add a fourth subject to the list. Our personal health.

Too many people talk about that subject and while some of their clients or readers will sympathize and wish them well, on balance, this is a subject that is usually best avoided.

I’m not suggesting a complete ban. But if you talk about your health or an injury or condition, don’t do it too often and, whatever you do, avoid the gory details.

Because most people don’t want to hear it.

Some people are hypochondriacs and will get all hinky thinking they have what you have or will be its next victim. Some people have weak stomachs and don’t want to hear about things that ooze, severe pain, or chronic conditions.

But perhaps the most important reason is that people want to think of their lawyer as a superhero—strong, impervious to illness and pain, able to leap tall buildings in a single bound.

Don’t spoil the movie in their mind.

They know you’re human. They like hearing some things about your personal life. But they don’t want to think about you as someone who might not be able to protect them from monsters.

So, if you have a choice, and you almost always do, think twice about discussing your illness, injury, or condition.

When in doubt, leave it out. Find another way to illustrate your point or tell your story.

There are some health-related subjects that are relatively safe. You can speak about taking vitamins, getting in your reps, or going for your annual checkup.

You can even talk about an occasional headache, bump, or bruise.

But if you do, it’s probably best to talk about that in the past tense. Because when a superhero gets blasted by a death ray, they’re back on the job long before the third act.

Filed Under: Blogging, Newsletters, Social media, Writing

Speaking of books. . .

December 29, 2022 by David M. Ward

If you read a lot of books, or want to, but are busy and can’t always justify the time to do it, as I recently struggled with, I’m going to make things a little easier for you by pointing out some additional benefits.

Specifically, some ways you can use what you read to get more clients and increase your income.

Not just by learning new or better marketing or management ideas, but also by improving your productivity, speaking, writing, and negotiating skills, developing new habits (or getting rid of old ones), becoming more creative, reducing your stress, and so much more.

Good things that can make you better at what you do and who you are.

You can also use the information you learn to generate content for your blog or newsletter, videos or podcasts. And you should because many of your subscribers, prospective clients, and professional contacts want to learn many of the same things you want to learn.

Developing more content this way could be as simple as writing book reviews or blog posts that summarize key ideas in these books.

You could add these books to an ongoing “recommended reading” list and post it on your blog. You could compile your favorite quotes and stories and use them in your writing or presentations.

You could write guest posts about the books for blogs in your clients’ niche, interview other people who are following these ideas, or interview the authors themselves. You might even create workshops and teach others about the principles you’ve learned, or show people how you use them.

You could also use these books in your networking. If you’re at a function attended by physicians you’d like to meet, for example, asking them if they’ve read the latest book by one of their colleagues can be a great way to start a conversation.

If nothing else, you can give away copies of your favorite books to clients and professional contacts, as a way to add value to your relationships or to thank them when they do something nice for you.

In short, you can feed your reading habit and build your practice at the same time.

Filed Under: Blogging, Content creation, Marketing legal services, Networking, Newsletters, Presentations, Public Speaking

Size doesn’t matter

December 6, 2022 by David M. Ward

A tiny list of subscribers can make you a fortune. It’s true. You don’t need tens of thousands or even thousands of subscribers to your newsletter, blog, podcast, or channel.

For one thing, someone who reads or listens to your content won’t know they are among a handful. And can be as impressive as any other attorney.

Your article or post shows them you know what you’re doing. They see you understand their problem and have solutions. They hear success stories about how you’ve helped others in their industry or market. And they get a sense of what it would be like having you as their attorney.

Instead of merely telling the world the services you offer and asking them to trust in your ability to deliver results, your content proves you know what you’re doing.

You can also leverage your content to score interviews and joint marketing alliances with other professionals and influential people (who also don’t know you have very few subscribers).

You might start small but as you post more content online, you get more traffic from search and social sharing. Your list grows organically, bringing you more leads and inquires and new clients.

Regularly posting content makes you a better writer and marketer. It helps build your reputation. It helps you attract referrals from lawyers in other jurisdictions who find you from afar. And it supports your speaking, networking, advertising, and other marketing efforts.

But even if nobody finds you online, your online content give you a place to send prospects and leads you generate from other sources. It also gives your clients a place to send people they know to find out more about you.

Your content is an online brochure of sorts, that speaks to your prospects on your behalf and shows them why they should take the next step.

You might post just 5 or 10 articles on your blog and never add another. But that’s more than enough to show the world you know what you’re doing and convince them to find out more.

How to start and grow a blog that makes your phone ring

Filed Under: Blogging, Content creation, Online Marketing

3 simple ways to grow your email list

November 10, 2022 by David M. Ward

“The money is in the list” is a classic marketing truism.

Ignore it to your peril.

Because without a list, and regularly staying in touch with it, you’re relying on “one-step” marketing, which is more difficult, more expensive, and slower.

How do you build a list? How do you get people to give you their email and permission to stay in touch?

There are many ways. Here are 3 of the simplest.

Start a blog

High-quality content will establish your authority and attract traffic from search engines and social sharing. Prospective clients come, see that you know what you’re doing and that you offer a newsletter with more valuable content, and an incentive to sign up.

NB: It is the incentive that will get the most sign-ups.

Make sure you add a prompt to fill out your opt-in form on every post and page.

Leverage OPL

One of the quickest and most effective ways to build your list is to leverage other people’s lists.

You know people who know people. People with friends and followers and subscribers who are a good match for you. When your friend mentions your newsletter or free report and provides a link to it, some of their subscribers will follow that link and join your list.

Your contact will tell their list about your information because you’ve shown them said information will benefit their clients and subscribers. They’ll also tell them because they like you. And because they would like you to tell your list about something they offer.

You can also leverage other people’s lists by publishing guest posts and doing interviews on blogs and podcasts that target your market.

At the end of the post or interview, you get to mention your free report.

Tell everyone

Wherever you go, whatever you do, make sure people know you offer free information that can help them, their friends, or their clients or customers.

Mention your free report in the footer of your emails. Mention it when someone you meet asks you a legal question. Promote it at your speaking engagements. Add a link on your social media bios, groups, and posts.

Promote your information and let your information promote your services.

Bonus

You can promote your newsletter with ads.

You may not be allowed to advertise your services, or want to, but if you can (and want to) advertise your free report, ebook, or checklist, you can drive a lot of targeted traffic to your newsletter incentive offer.

Promote your information (with ads) and let your information promote your services.

The key to making everything work? Good content. Valuable information that helps people.

And the willingness to tell people about that information.

How to start and promote an email list

Filed Under: Blogging, List building, Newsletters, Online Marketing

Write your content for two people

November 9, 2022 by David M. Ward

Yesterday, we talked about creating the kinds of content your audience wants to read. But the subject isn’t the entire story.

Your readers also have preferences regarding how you present your content.

They might prefer you to write formally, like the good lawyer you are, or more casually and conversationally.

They might like in-depth pieces or prefer something more basic. Or perhaps a mix of each.

How about what your content “looks” like? Does your audience like brief articles, 200-500 words, or something longer, perhaps 1000-2000 words? Do they want images or illustrations or is plain text just fine?

Do they want videos or audios they can listen to on the go or do they prefer being able to skim and highlight written text?

One of your most important questions is how frequently your audience wants to hear from you. Is daily too often? Is quarterly not often enough? Would they prefer to hear from you once a month with longer pieces or once a week with something they can consume in a few minutes?

Perhaps a mix of shorter pieces and the occasional longer one is just right.

But here’s the thing. Just like the subject of your content, people don’t always know what they want until they see it. And just because they’re used to consuming other content a certain way doesn’t mean they expect or demand yours to be the same.

If you have the time and resources to research how your readers want to consume the content you provide them, and you are willing to fine-tune your content to suit them, this might be worth exploring.

But you can also go another route. Give them what you want to give them and let them to adapt to you.

Because people do adapt.

Besides, if you’re giving them interesting and helpful content, how you dress it up and deliver it isn’t really that important, is it?

To some on your list, it is important. But you’ll never please everyone, nor should you try.

Instead, write for two people. Write for your ideal reader. The people who love what you do and how you do it.

And write for yourself.

Write what you want, package and deliver it the way you want to.

Because if you’re not happy, if you don’t enjoy writing your newsletter or blog or other content, if it is a chore instead of a labor of love, it’s going to show.

Give people what they want, but don’t sacrifice yourself to do that.

How to write a newsletter people want to read and you want to write

Filed Under: Blogging, Content creation, Newsletters, Writing

What kind of content does your audience want?

November 8, 2022 by David M. Ward

You need to know what your readers want you to write about because if you don’t give what they want, or you give them things they don’t want, they might not continue to be your readers.

People want what they want.

And leave clues about what that is.

Think about your previous content that produced a response and look for ways to provide more like that. If you’re not sure, if you don’t have enough metadata to know what they like or share or comment on, ask them. Either directly in your emails and posts or via surveys.

Do they want updates on specific developments in the law? Cases, legislation, trends, and the impact on them or their business?

Do they want you to explain how you do what you do or do they want more do-it-yourself information, so they can do some things themself?

Do they want more hard information or more stories about people like them who (with your help) have solved their problems and achieved their goals? (Yeah, give that to them even if they don’t tell you they want this; they do.)

Do they want you to interview other professionals occasionally? Do they want guest posts? Do they want information about your practice area or speciality or about allied areas as well?

What are they interested in? What do they care about? What do they want to hear from you?

That doesn’t mean you shouldn’t tell them what you want to tell them. Say what you want to say, even if they’re not ready to hear it.

When they sign up for your newsletter or subscribe to your posts, they’re telling you they want to know what you think and recommend. They want interesting and helpful information. But, as Steve Jobs said, “customers don’t know what they want until we’ve shown them”.

So show them what you want to show them. But don’t ignore what their replies, comments, shares, questions, or your research tells you to give them.

What to write about in your newsletter

Filed Under: Blogging, Content creation, Newsletters