Every marketing plan demands fresh, relevant content. Such content attracts potential clients to you. It demonstrates your understanding of the subject and separates you from those lawyers who don’t bother to update their websites.
Notably, Google and other search engines will reward you for the time and effort to produce quality content your clients will value.
Early in a new coaching relationship, I asked lawyers to grab a piece of paper and write down five or six blog titles they could write over the next month. Usually, they get to number two or three and then blanketly stare at me, expecting the silence to inspire them. When it doesn’t, they generally concede that they are unsure how to come up with the rest of the topics.
That’s when I introduce them to the easy 3-step guide to content creation. Here’s an example of how to do it weekly in just a few minutes.
Let’s pick a subject – ‘writing a will’.
Next week you have three appointments for clients looking to write a will.
One is updating the will they wrote seven years ago. The other two are conveyancing clients eager to put their first will in place.
During the meeting with each client, listen carefully to their questions. Please note them, and ask a follow-up question about how they feel about specific issues. Make more notes as you go.
After you have met with the three clients, compare notes. You’ll have three, four or five common questions. These questions then become the basis of your next blog title – ‘Three reasons to write your will today’.
There are no tricks, just straightforward questions and answers. Whatever questions people ask in your office, I’ll guarantee that other potential clients are searching for similar solutions.
If you want to be the lawyer they seek out to solve their problem, allow them to find your answer when they ask google. Otherwise, someone else will help them.