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Eugene Schwartz died in 1995, but his career as a writer of advertising copy has made him a legend in the age of content marketing. Schwartz made most of his fortune writing text for advertisements sent by mail, and later in his career, he wrote ten advice books for writers. Schwartz operated in a world very different from the one in which today’s businesspeople vie for the attention of clients; when he died, the World Wide Web was in its infancy. Despite this, his guidelines for communicating your message succinctly, holding readers’ attention, and generating publishable prose quickly still ring true for the current generation of web content writers. Eugene Schwartz is a superhero for marketing professionals, but you are a lawyer first and a marketer of legal services second, so to what extent does his advice apply to you?



What Made Eugene Schwartz Such a Great Writer?


Eugene Schwartz mastered the ability of figuring out what his target audience wanted and offering them a product or service that would give it to them. He did this in relatively few words and so quickly that he once received a commission of $54,000 (in Eisenhower Era money) for an advertisement he wrote in a single afternoon. In one of his books, he outlined his “rules of great marketing” as follows:


· Always keep your ears open for what is on the public’s mind

· Write for short periods of time, giving it your full attention (a similar principle to the Pomodoro method)

· Concisely summarize information that you know inside and out, instead of creating new knowledge as you write

· Your message can never be too simple; the simpler your thesis, the better

· Show the reader how to get what they already want; don’t try to convince them to want something

· Show how your product meets readers’ needs; don’t just showcase its features

· Get to the point quickly

· You become an effective writer through trial and error


What Does This Mean for Lawyers?


You already apply some of Schwartz’s rules when communicating with clients in person and in writing. You are a good listener, and you know how to tell clients only the information they need to know about the law, without getting bogged down in all the details. You have developed productivity strategies.


You already know how to keep it simple, but in writing blog posts for your law firm’s blog, you could stand to keep it even simpler. In a consultation, you get to listen to your prospective clients’ questions, but in a blog post, you must anticipate them and answer them. Eugene Schwartz was writing about selling gadgets and household cleaning products, but his advice applies also to writing blog content to engage prospective clients of a law firm.


Hire Legal Blog Writers


Do you need to use your short bursts of productivity to write legal correspondence instead of blog posts? You can count on Law Blog Writers to produce engaging blog content that would make an old generation copywriter proud, no matter how puzzling he might find the word “blog.”

The new year is almost here, and even if you are averse to New Year’s resolutions, it’s time to think about ways to get a better return on the money you spend marketing your law firm. Unsurprisingly, most law firm marketing takes place online, so most of your marketing strategies will involve digital marketing.



The digital marketing website 99 Designs has published a list of digital marketing trends to follow for 2020, and like most content related to marketing, only some of it is applicable to law firms. For example, shoppable posts are of no use to law firms; your profession is too complex to be practiced merely through clicks and the exchange of digital currency. The following are suggestions from the 99 Designs listicle that law firms would be wise to incorporate into their marketing strategy for the new year.


Sentiment Analysis


Sentiment analysis is not a new concept in brand marketing, but the sheer volume of data available about users’ behavior means that marketers can do it more effectively. In short, sentiment analysis means figuring out what your target audience thinks and cares about and validating those sentiments with your brand image. The ideal client profile, such as Becky the Christian radio listener, is an example of sentiment analysis. With an ideal client profile, you think about your prospective audience and create a fictional character who embodies their identifying qualities. You develop that character in detail and craft your blog content as though it is addressed to them.


Smaller Social Media Sites


When you try to reach a smaller audience, you can communicate with them in more detail. You can get a clearer idea of what they want and how they respond to your current marketing efforts. Don’t delete your Facebook or Twitter account if your law firm has one, but try out some smaller social networks, too, and see how much better you can communicate with your followers.


Snippets


Google automatically extracts snippets from websites when it displays search results. Therefore, your SEO goal should not be just to get your site listed on the first page of search results; it should also be to have Google extract a snippet that will make readers want to click on the result and visit your site. As in the pre-snippet area, writing high quality content is the key to earning recognition from Google.


Vlogging


If you are good enough at public speaking to be a lawyer, you are good enough to make a vlog. You can use your vlog to inform viewers about the laws related to your practice area and also to give them a preview of the knowledgeable, approachable person they will meet if they have a consultation with you.


Hire Legal Content Writers


You can count on Law Blog Writers to sort through the hype and identify the digital marketing strategy that fits best with your law firm and its intended audience.


Adding a blog to your law firm’s website is a great marketing strategy. Regularly updating your site, such as by adding new posts to a blog, helps convince search engines that the information on your site is up-to-date, which helps your site’s SEO rankings. Meanwhile, posting informative content makes a good impression on readers of your site, making them more likely to choose you when they decide to hire a lawyer in your practice area.


Therefore, if you have decided to start out 2020 by making a blog for your law firm’s website, you have chosen an achievable and worthwhile New Year’s resolution. The simple fact of having a blog is enough to give you an SEO boost, but attracting human readers and convincing them to contact your law firm takes a little more work. Here are some ways to help your blog make a splash in its debut year.


Add Content Before You Go Live


It’s disappointing when you enter a search query into Google and then click on a result, only to find a page that says “coming soon” or “website under construction.” Just programming the right URLs and page headings might convince Google that your site is the real thing, but a content-free site is useless to readers. Upload at least one post to your blog before you make it visible to visitors.


Treat Your First Blog Entries as an FAQ Page


Readers will keep coming back to your blog if you answer questions relevant to them, so devote your first few blog posts to common questions about your practice area. For example, if you are a divorce lawyer in Florida, you might start with blog posts such “Florida laws about prenuptial agreements,” “how child support in Florida is calculated,” and “Florida uncontested divorce,” for example.


Post Links to Your Blog on Social Media


Having a social media presence is an effective content marketing strategy. Make brief posts on social media that link back to your blog, where readers can find more in-depth answers to their questions.


Embrace Controversy, Within Reason


Don’t be a troll, but the Internet is no place for the faint of heart. Design a portion of your blog posts to appeal to people who are looking for some good clickbait. For example, if you are a family law attorney, refer to news stories about gold-digging trophy wives and uncaring deadbeat dads; then follow up with useful advice. A reader might just be Googling to find confirmation that her ex-husband’s new girlfriend is, in fact, a b-word, but she might find your blog post about how parenting plans can limit children’s interactions with a parent’s partner. (After all, why say “b-word” when you can say “paramour”?)


Contact Legal Blog Writers


Starting a blog is a great New Year’s resolution, but hiring professional writers to write it is even better. You can count on Law Blog Writers to produce engaging blog content that helps your blog make a splash starting from its first entry.

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