The law is a complex animal, and many attorneys struggle mightily with developing content that speaks to their target market because of this complexity. But if you are not able to make your blog posts or other content accessible to your audience, you are failing at content marketing.
Here are some tips on how to simplify complex subjects and increase comprehension among your readers:
Explain the obvious. What is often obvious to you as a practicing attorney is rarely obvious to your reader. Take a step back and examine your writing from the prospective of a novice.
Use analogies. Using well-known analogies to explain intricate concepts is a good path to simplifying complex subject matter.
Be specific. Take the time to explain the specifics of a case or a concept to promote understanding. Review your writing for vagueness, and eliminate it wherever you find it. Never assume that your reader shares the same background or level of legal knowledge that you do unless you are writing for other attorneys.
Use stories. Illustrate your posts and newsletter articles with stories (leaving out the names to protect privacy, of course). Everybody loves a good story because it places them immediately in the subject’s shoes. Your aim is to evoke an emotional response, which encourages engagement between you and your audience.
Jettison the jargon. Ask someone who fits your target audience profile to review your writing to ensure it is accessible. Doing this can help you eliminate words that may be commonplace to you, but are confusing to the layman. If you must use a legal term, be sure you explain it.
When it comes to the different kind of leads that attorneys can generate for new business, referrals are the gold standard. They come to you pre-qualified and ready to “buy” from a source they trust – and with a trust transference to you that is built-in.
If you do nothing else with your law firm marketing this year, make it a priority to cultivate more referral sources. Cultivating referral sources is low-cost and high-reward, and should be at the top of your list when it comes to new business development for your law firm.
This new free report by national law firm marketing expert Stephen Fairley can get you started.
Here’s what you’ll discover when you read this report:
- How to identify the referral sources who have relationships with the people you want as clients.
- How to start the relationship
- How to build a referral network
- How to make your referral network successful
- …And much, much more!
Click on this link now to get your free report on Building Relationships With Strategic Referral Sources.