Lawyers & Law firms: With 5 Client-Focused Topics, You Can Have 12 Months of Legal Content...

Welcome, my fellow 'Legalteers' to this week's Legal Copywriting Secrets Newsletter.

Today, I'm answering the question I get every week: "Michael, what should I write about in my legal content on LinkedIn?"

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Client-focused content – This is the main driver of everything you should be writing about on LinkedIn. THE most valuable commodity online is ATTENTION. You won't get that if you create junk using ChatGPT or use some 'cut n paste' copywriter. Just as you had to work hard to become a lawyer, it's the same with legal content and sales copy. There are no shortcuts if you want to learn the process yourself. (There is still a shortcut, though - Pay someone to write it for you!)

Let's get to the main body of today's newsletter:

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● Advice on the most common legal problems you encounter: (Obvious, yet very few lawyers do it!) These are the 'pain posts' that put bums on seats at law firm offices. You should know the main problems you come across. It's then a simple matter of discussing the problems and your proposed solutions.

It's NOT legal advice.

You're writing about events concerning a fictional character and how you can help that person. A reader will see that the scenario is the same or like their situation. They will want to hear about the solutions. You're indirectly telling the reader you're a safe pair of hands to deal with their matter.

● How your prospective client can make/save time & money: If you could only appeal to one client trait to sell your service, it would be 'greed'. This is the no.1 trigger for generating interest in your legal services. NEVER stop writing about how your legal services can make or save money for prospective clients.

You should repeatedly discuss this topic in your legal content and sales copy. It's the lifeblood of top-quality content that generates interest and sells services.

● Explain the legal matters your clients always find confusing: You'd be surprised what people either don't know or wrongly believe. For instance, a friend of mine bought a campervan. I told him not to park up and have a couple of glasses of wine as he could get 'done' for being drunk in charge of a motor vehicle.

He wrongly believed that somehow a campervan wouldn't fall under those rules as it's ‘a campervan’ and not a car. I explained to him it's no different. You tax, insure, and MOT a campervan the same as a car, and it falls under the same law.

Plus, the police would be unlikely to use their discretion if he said there was no intention to drive his vehicle. They would simply breathalyse him, and if he's over the limit, they would charge him! It would be then for him to prove he had no intention to drive the vehicle at trial.

He has plenty of money, so he would have funded his defence privately! Educating him about the law has saved him thousands.

Now, let's say you wrote an article about this as a post (and an article on your website). A person charged with being drunk in charge whilst drinking alcohol in their campervan would see this, as they would be looking for information online. They would also see your advice in the post/article. You're then seen as a safe pair of hands who can potentially deal with their criminal matter (privately) in court!

● Discuss a new area of law that could impact your prospective clients: People don't know what they don't know. For instance, if there is new legislation that businesses must comply with, and they don't know about it, PLUS they're at risk of substantial financial penalties – Tell them about it. Make them aware you can 'save their bacon' so they don't get fined.

This is a good way of making people offers. If you sell the benefits of using your service to tackle the potential problem, they'll take you up on the offer.

● People don't know what you do for 8-10 hours each day: Explain what you do, why you do it, and the benefits for your clients. Lawyers have a bad reputation as money-grabbing b'stards (Don't shoot the messenger.) And, in some cases, it's true.

However, generally, it's a myth. Your prospective client is reassured if they know they're getting value for money. Write posts about what you do all day. For instance, I have no idea what a tech lawyer does all day – No idea whatsoever...

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With those 5 topics and writing about the same topics every week with a slight twist, you have a year of Monday-Friday posts. However, many people are concerned about repeating themselves.

Picture this: When you see an advert on television, is that the end of it? Or do you repeatedly see the same advert for weeks on end?

Of course, you keep seeing the same advert. Repetition is the key...

Plus!

The advert may have been on 80 times but only seen once by some people. The same goes for your legal content and sales copy. People are not going to read what you have to say every day.

And...

Even if they do read your content every day, with just a slight change in your message , you can make it new. I've written over 1200 LinkedIn posts for my account (And thousands for lawyers and law firms.) No one has ever said, "Michael, we've read this before."

In fact, I've probably said over 1000 times over the last 5 years that I'm a non-practising solicitor. It also says it on the page next to my image and in my 'About' section.

Yet...

Some prospective clients are still surprised to find out during an introductory chat that I'm a qualified solicitor. So, there you go. You can repeat the SAME thing every day, and people will still miss it!!!

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