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What makes content shareable?

July 13, 2016 by David M. Ward

You’re ready to write a blog post, article, or social media post and you want your subscribers and followers to share it. What should you write that will make that more likely to occur?

We know that sex and scandal and other tabloid-esq topics sell, but thatâ€™s off the table. Humor and human interest (kittens, babies, sports, games) are highly shareable, and you can write about those things occasionally, but only occasionally.

What then? News? Opinion? World events?

Sometimes. But your best bet is also the simplest. Write about your area of expertise.

Write about legal problems and solutions. Write about the law and procedure, the timeline and processes, the benefits of taking action and the risks of waiting too long. Describe your services and the pros and cons of each.

Answer the questions prospective clients and new clients frequently ask you. And write about the questions they should ask you but often donâ€™t.

Show people what itâ€™s like to work with you by describing what you do and how you do it.

Write about your clients and how you have helpedÂ them. Write about people you know who didnâ€™t get help and are now paying the price.

Educate people about what they can do themselves. Teach them when they should talk to a lawyer and what questions they should ask them.

Write about solving problems, preventing problems and mitigating consequences when problems occur.

If you have a consumer-oriented practice, you can also write consumer-related topics such as buying the right insurance, saving money, retirement, taxes, etc. You can also write about issues and developments in your local community.

For a business-oriented practice, write about marketing, management, productivity, and issues and developments in your target marketâ€™s industry or niche.

No matter what type of practice you have, you can also write about personal development because everyone reading what you write is, unarguably, a person.

This is the kind of content that people will share with friends and colleagues and co-workers and family, because they know they need it or they know they would benefit from it.

And thatâ€™s all any of us could ask.

More ideas for creating shareable content that will make your phone ring

Filed Under: Blogging, Marketing legal services, Newsletters, Social media marketing, Writing Tagged With: content, content marketing, shareable content

Marketing legal services: let other people do it for you

November 12, 2015 by David M. Ward

You don’t want to blog or do a podcast but other people in your niche do. They need people to interview and people to write guest posts.

You, for example.

Find blogs and podcasts and video channels in your niche and introduce yourself to the head guy or gal. Compliment their work. Promote their content to your lists. Comment on their posts. Get on their Hangouts and contribute to the conversation.

Stay on their radarÂ and eventuallyÂ they will ask if they can interview you. In fact, once they know who you are, let them know that you are available and you’ll probably move to the front of their list.

By helping them, you help yourself. Your interviews and posts will get your name and contact information in front of people who need your services or who know someone who does. You’ll get more traffic to your website, more followers on social media, and more subscribers for your list. New clients will be next.

Remember, they need content and they can only create so much themselves. They need people like you to help them. As you help them, you help yourself.

The more you get your name out there, the more other bloggers and podcasters will seek you out. Marketing will get easier for you. Instead of doing one interview this monthÂ you’ll have three interviews this week.

Soon, your target market will see you “everywhere” and they will know that when they need a lawyer who does what you do, you are the oneÂ they want. Other professionals will see that you are in demand and choose you for their referrals.

Help others with their marketing and they will help you with yours.

Learn more about marketing legal services online, here

Filed Under: Blogging, List building, Marketing legal services, Networking, Online Marketing, Publicity, Social media marketing, Web traffic, Writing Tagged With: interviews

Want to sell more legal services? Stop trying so hard.

June 11, 2015 by David M. Ward

According to a studyÂ by Twitter, tweets that don’t include a #hashtag or @ mention generate 23% more clicks than tweets that do.

Read that again. It’s important. Even if you don’t use Twitter for marketing.

“After missing Wall Street revenue estimates, Twitter released a study advising people on how to use one of its new ad units â€” direct response ads. While this study is geared towards advertisers, it may also prove to be good practical advice when posting any kind of tweet thatâ€™s designed to drive a specific result, such as clicking on a link to your website or sales page.”

The theory is that other clickable parts of a tweet are distracting users from clicking on the link you want them to click. Twitter’s Anne Mercogliano says this doesn’t mean you should avoid using hashtags completely, however:

â€œIf youâ€™re trying to join a conversation, you should absolutely use a hashtagâ€¦ But for driving for a specific click that youâ€™re looking for off Twitter, the less noise that you put in between [the better].â€

Why is this an important lesson even if you don’t use Twitter? Two reasons.

First, I agree that giving people too many choices can lower overall click-through rate–in your tweets, ads, emails, on your web pages, or any other form of marketing. If you giveÂ prospective clients in your office too many options for hiring you, for example, you may increase the odds of them choosing not to hire you at all.

(Or they might make a poor choice due to “decision fatigue”.)

The other reason for lower click-throughs is that prospects respond better to advertising that doesn’t look like advertising. If your tweet looks like an ad, a commercial effort rather than a friendly sharing of information, people are more likely to ignore it or see it as less trustworthy.

In other words, you’ll get fewer click-throughs if it looks like you’re trying too hard to get people to do something.

I’m not suggesting you avoid a call to action in your content. Not at all. You need to tell people what to do. But be aware that if you try too hard, especially on social media which has been traditionally been ad-free, you may get fewer people doing what you want them to do.

Sell more legal services online. Go here

Filed Under: Advertising, Copywriting, Marketing legal services, Social media marketing

Social Media Myths Busted (and other lessons for lawyers)

August 14, 2014 by David M. Ward

I’ve been accused of being down on social media. It’s true that I don’t use it much, but I do use it. I realize it’s a big deal and it’s not going to go away. I also know that many people who read me and connect with me use social media extensively to provide value to their readers and followers and it makes sense for me to make it easier to do so.

I also understand that social media (done right) isn’t about advertising or selling, it’s about networking. I may not let on that I get the difference, but I do. It is a great tool for finding and reaching out to people in your niche, many of whom you would never meet at in-person networking events.

Apparently, a lot of people don’t get or don’t like social media. So when I saw a new book that promises to reveal the truth about social media and how Luddites like me can use it to increase our bottom line, I grabbed a copy.

In Social Media Myths Busted: The Small Business Guide to Online Revenue, social media expert Laura Rubinstein reveals the truth about common social media myths such as “It takes too much time,” “It’s not relevant to me,” and “You have to be an extrovert to be successful”.

After this, I might read, Social Media is Bullshit.

Whatever your take on using social media in your practice, there’s something else to be learned from Rubinstein’s book. Two lessons, actually, that can be used in marketing even if you never use social media.

The first lesson is about how she wrote the book. Although she is an expert on social media, Rubinstein interviewed 30 business owners and social media experts and got their take on the subject. Those interviews are distilled into the book. She was able to cobble together a book imbued with the knowledge and credibility of the interviewees, no doubt making the book better and easier to write.

Interviews allow you to write a book or any kind of content more quickly and easily. If you interviewÂ subject matter experts, their knowledge and experience will add depth to your content. If they aren’t experts, clients for example, their stories can provide context and human interest.

There’s another lesson from crowd sourcing content the way Rubinstein did it, and it’s a big one.

The thirty people she interviewed are all named in the book. They not only get the author’s stamp of approval, they also get exposure to thousands of people who read her book. Do you think these thirty experts might proudly promote this book to their lists and through their social media channels?

You bet your ass they will.

Tens of thousands of people who are interested in social media will hear about this book and want to see what their favorite guru says about social media. Result: Rubinstein is selling a ton of books.

She’s killing it. Bringing in cash, traffic to her web site, and opening doors to new marketing opportunities.

You don’t have to write a book to accomplish this. Interview some experts and post it on your blog. Feature them and their wisdom and they will send traffic to your site.

Where do you find these experts? How about social media?

More ways to create content, build traffic and get more clients, with or without social media: Click here.

Filed Under: Blogging, Leverage, List building, Marketing legal services, Newsletters, Online Marketing, Social media, Social media marketing, Web traffic, Writing Tagged With: content marketing, Social Media Myths Busted

How to get more clients from your newsletter

July 23, 2014 by David M. Ward

When I launched my new ebook on KindleÂ recently I set up an email list for purchasers. If they subscribe, they get tips and other goodies from me related to the subject matter of the book (network marketing recruiting). They get value from me by being on the list. I get a mechanism for promoting my books.

It’s a small list right now, and that’s fine. Sure, I want lots of subscribers, but more than quantity, I want quality.

You should, too.

If you have a large list that’s not producing many inquires for your services (or buying anything else you’re selling or promoting), it’s because you’re focusing on building a list instead of building relationships. Relationships come from delivering value and engaging the people on your list. By finding out what they want to know or do and finding ways to helpÂ them.

A list of 50 people who love your content, and you, is worth far more than a list of thousands who barely know who you are.

When I say list I mean email list, not social media connections. On social media, your messages are fleeting. Most people won’t see them. They are public, so anyone mightÂ see them, and that makes your posts less intimate and special.

Email, on the other hand, is personal. Even though the same message is sent to many, that message isn’t out in the open for all to see. If someone wants to comment on a social media post, they have to consider that everyone else can see what they say (and who they are). With email, they can remain anonymous to everyone but you.

And with email, you are in control. Your list is yours. Facebook doesn’t determine who does or does not see what you write.

Yesterday, I sent my first email to the new list. I thanked them again for purchasing and told them the price would be going up in a few days, in case they want to let other people know. I encouraged them to leave a review. And then I shared a tip.

I’m starting to build a relationship with my list.

Note that everyone on your list may not be a prospective client for your services. They may have hired you before and not need you again, or never hired you because the crisis has passed. Or they might be a fellow professional who likes what you do. But everyone on your list is a potential referral source.

My list isn’t going to buy my book again, but they can tell many others about it. I’m pretty sure that if I continue to build a relationship with them, that’s exactly what they will do.

If you want to get more clients from yourÂ newsletter, getÂ this

Filed Under: Blogging, Client loyalty, Client relations, Communication, Email, Marketing legal services, Newsletters, Social media marketing

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