Content creation Archives - Page 6 of 14 - The Attorney Marketing Center

It just takes one

February 14, 2023 by David M. Ward

Public speaking at industry events and conferences has long been an effective way for lawyers to build their authority and reputation.

But there are some challenges.

You can’t just waltz in and expect to be selected to speak. You have to build your authority and reputation outside of those events before you are recognized and invited (or accepted) to speak.
Being a good lawyer doesn’t mean you’re a good speaker.
You can build your reputation and authority, and an email list, through less demanding forms of content creation. Articles, a blog, a newsletter, interviews, podcasts, and the like, provide much greater exposure and many more leads. And your content will live online forever, continuing to do so.

On the other hand, speaking at a convention or industry event offers a big benefit. It allows you to put on your bio that you spoke at said event.

They invited you to speak, so you must be good at your job.

So, do it once or twice. Get yourself invited to a panel discussion or to the center stage. You’ll forever be able to say that you did this, as I shamelessly do when I mention speaking at an ABA convention.

But there is one additional benefit for speaking at these events. You get to meet influential people, which can lead to referrals, introductions, and other marketing and business opportunities.

And this should be your primary goal when you attend any event, even if you’re not one of the speakers.

It just takes one. Because if they are the right one, it can lead to massive growth in your practice and career.

How to take a quantum leap in your practice

Filed Under: Content creation, Image, Increase your income, Networking, Public Speaking

Write for yourself first

February 2, 2023 by David M. Ward

We write for our subscribers and followers, to show them we understand them and can help them. So, besides talking about their problems and our solutions, we talk about their world—their industry or market and subjects that interest them.

Because if we don’t, if all we talk about is the law and “how-to’s”, prospective clients might read us today (when they need us) but might not read us tomorrow.

And tomorrow might be the day they do need us, or talk to someone they can refer.

Writing a blog or newsletter or other content isn’t just about “getting the sale”. It is also about building relationships.

And that’s why marketing folks (myself included) tell you not to make your content all about you.

But this doesn’t mean you should never make it about you.

You are important in this equation. People want to know not just about your work, or even exclusively about their world, they also want to know about you.

A relationship is about two people and you’re one of them. So, in addition to writing for your readers, it’s important that you also write for yourself.

That means sometimes you write at length about your life and weave in lessons or stories that apply to your readers. You might talk about your trip to the bookstore, something interesting you saw in the courthouse, about your kids, or something about your hobby, and share a lesson told by the experience.

Other times, you simply mention these things in passing. “I was running errands on Saturday, looking for a parking space, and thought of something I want you to know”.

If you don’t write for yourself, writing a blog or newsletter can eventually feel like drudgery. You’ll run out of ideas and energy and your writing will become boring and ineffectual. If you write for yourself, however, you’ll enjoy it and continue doing it because talking about yourself is enjoyable.

A good rule of thumb is to write your first draft for yourself. Write what you want to write about, not just what the market wants or needs. Say what you want to say, what you find interesting, inspiring, or that made you laugh. Forget about your reader on this first pass and tell your story the way you want to tell it.

Then, on a second pass, bring them into the picture.

This will help you write more effective content

Filed Under: Content creation, Writing

Before I tell you that, I want to tell you this

January 24, 2023 by David M. Ward

No. Don’t do that.

You’ll get more readers reading and listeners listening—to your articles, presentations, newsletters, email, or posts on social—if you do one simple thing.

Get to the point.

I see so many writers and speakers who don’t.

First, they want to tell you about their day or about their kid or about something they’re working on, thinking you’ll care about this or get all warm and fuzzy about them because you can see they’re just like you.

But that’s not why folks are reading the article or watching the presentation.

They want to learn something valuable or interesting (to them). Or be entertained.

So, in those first few seconds, yes seconds, you need to show them you’ve got this for them.

If you start out clearing your throat and warming up your tonsils before you get to the point of your message, many folks will think you don’t have a point and won’t stick around to find out.

Because people are busy and have the attention span of a gnat.

If you don’t get their attention immediately, they’re going to buzz away (do gnats buzz?)

Just the way it is.

This doesn’t mean you should never tell them about your day or your kid or something you’re working on. Just don’t lead with it.

Get their attention first. Tell them about other things later. Or weave those other things into your narrative to illustrate your points.

You listen to a baseball game on the radio to hear the play-by-play. The “color” commentary adds to that but can’t replace it.

There are exceptions. If you are an incredibly talented writer, or you’re writing to a captive audience, e.g., your clients who are inclined to read or listen to everything you say because they’re afraid of missing something important (to them), you can get away with some throat clearing before you begin your speech.

For everyone else, get to the point.

Filed Under: Content creation, Public Speaking, Writing

Turn your writing into a client magnet

January 13, 2023 by David M. Ward

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

Filed Under: Content creation, Copywriting, Marketing legal services, Writing

It’s just a letter. From a friend.

January 12, 2023 by David M. Ward

Content marketing doesn’t have to be complicated. Or take a lot of time. You don’t need to invest in a lot of paraphernalia or time learning how to use it.

In particular, you can start a newsletter using your regular email and add recipients as bcc’s. Once you have several hundred emails, and are convinced you want to continue, you can use a service to automate everything.

So, no excuses. Write an email, as you would write a letter to a friend or client or business contact, and share something—an idea, some news, something interesting you saw online or heard around the water cooler, or just say hello and hope they are well, and click send.

Don’t promise to send another letter. Don’t commit to a schedule. The purpose of writing is for you to see how easy it is and how nice it is when people respond and tell you they like what you said or thank you or ask a question.

It’s about staying in touch with the people who are important to you. It’s about the relationship.

A newsletter is the best way to build relationships with hundreds of people simultaneously.

And while some of the people you write to might write back and tell you they want to talk to you about another legal matter, or have a friend who needs to talk to you, don’t expect anything like that to happen.

But don’t be surprised if it does.

Don’t make this transactional. Don’t offer anything or ask for anything. Plenty of time to do that later. If you decide to continue.

Right now, it’s about putting your toe in the water, not jumping in the deep end.

Right now, it’s about writing a letter to a friend.

If you’re ready to do more, this shows you everything you need to know

Filed Under: Content creation, Newsletters, Relationship marketing

7 truths about content marketing

January 10, 2023 by David M. Ward

Content marketing is a simple concept. You create and disseminate helpful information to attract prospective clients and show them how you can help them. If you want to do this to build your practice but aren’t sure you have what it takes, here are some things to consider.

You don’t have to be a great writer. If you can write an email, you can write an email newsletter or blog.
You don’t have to be original. You can write about the same subjects other lawyers write about.
You don’t have to write a lot. A few hundred words are plenty.
You don’t have to write often. Once a week is enough. Do more if you can and you want to, do less if you don’t.
You don’t have to spend a lot of time. You can do everything you need to do in one hour a week.
You don’t have to do a lot of research. Or any. Write what you know, write what’s going on in your practice, write what you observe or think.
You will never run out of things to write about. And, you can re-purpose your other content (presentations, interviews, memos), and/or write about subjects you’ve written about before.

Offer of proof:

I’ve written about this subject more than a few times in the past, I didn’t do any research, this post is under 300 words, and I wrote it in 34 minutes. I’ll read it over to make sure I don’t sound like a blithering idiot, post it, and get on with my day.

If you’d like to know how to do the same, check out my course on email marketing

Filed Under: Content creation, Newsletters

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

Stop trying so hard

December 14, 2022 by David M. Ward

I have a theory. Because being a lawyer is so demanding and requires so much attention to detail, and because most lawyers work their tails off to get everything right, they tend to do the same thing with creating content.

Which is why many lawyers don’t create a lot of content and thus miss out on a lot of traffic, leads, subscribers, and new clients.

If you’re not producing as much content as you want to, quit trying so hard. You can produce all the content you need without breaking a sweat.

No, you can’t produce junk. You need to provide value. That’s what keeps readers reading, sharing your content, and selling themselves on taking the next step towards hiring you.

You can do that with a lot less effort.

How? By writing less:

Shorter posts. A few hundred words is plenty.
Re-reusing/re-purposing your old/other content
Re-writing other people’s content (your words, examples)
Listicles (resources, tips, ideas, quotes, definitions, checklists, etc.)
Avoiding research; writing what you know (you know a lot)
Publishing less often
Getting help (in house or outsource)

You can also publish content without doing a lot of heavy lifting. Answer questions posed by your readers and clients, or share something you learned in an article, book, video, podcast, or MCLE.

You can report industry or local news (e.g., acquisitions, new hires, promotions, mergers, etc.), appellate opinions, and new or pending legislation, with very little of your own writing other than brief comments, e.g.., “this is new” and “here’s what I think about it” and “here’s what I’d like to see next”.

Stop trying so hard. Set a goal to provide ONE nugget per post, something your reader can take away, remember, and want to share.

Something interesting, helpful, or entertaining. Something you can write in 30 to 45 minutes.

More ways to (quickly) produce content

Filed Under: Content creation, Marketing legal services

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