Lawyer marketing is a lucrative area of copywriting. Unfortunately, lawyers have to overcome a few serious marketing obstacles. Lawyers themselves can be the biggest obstacles, as the public persona they wish to present and language they want to use may go against what resonates with their potential clients.
Another obstacle may be regulations set forth by the Lawyers Board of Professional Responsibility. Those regulations affect what can and cannot be said in advertising. It will be up to you to overcome those obstacles and position your client to appeal to his potential clients.
Here are a few good principles to apply when interviewing and writing for your lawyer:
Talk to Your Lawyer About Who You’re Actually Writing to
When interviewing lawyers, I always tell them, “I realize that you are my client, but I’m writing to your potential clients.” I let them know the writing will be in plain English. Getting this out of the way at the beginning can clear up a lot of misunderstandings and potential conflicts about how the website will be written.
Lawyers believe people want to know about the law. What people really want to know is how the law may apply to them and what a lawyer can do to help them. I always emphasize this point. Taking these two stances at the beginning of your interview and writing process can help prevent a lot of misunderstandings when you turn in your first draft.
Find Your Lawyer’s Unique Selling Proposition (USP)
When you ask lawyers what really makes them stand out from their competition, they’ll say things like, “I return phone calls,” or “I really care about what happens to my clients.” All well and good, and probably true, but pretty much every lawyer says this. Not so original.
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