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I hate writing headlines for my personal injury website. How can I appeal to a customer’s emotions without one of those awful “Injured? Call Us!” headlines?

If you think your headlines are boring, you can bet your readers will, too. Not only are those all-caps “INJURED?” headlines trite, impersonal, and desperate pleas for attention, they’re also just like every other personal injury ad on every phonebook and billboard. How are you going to differentiate yourself from other attorneys if your ad campaign is identical to theirs?To make an eye-catching headline, you don’t have to use all-caps. You don’t even have to use the word “injury.” All you have to do is appeal to your ideal client’s thoughts and emotions in an easy-to-follow format.Here are just a few headline ideas that can increase your click rates overnight:

  • Numbered lists. Lists (for example, “Ten Ways to Wreck Your Accident Case Before It Even Begins”) are a great way to convey specific information in a short space.
  • Questions. If you phrase your information as a question (e.g., “How Long Will My Personal Injury Case Take?”), you incite curiosity in your reader.
  • Negatives. People want to know what to do, but also what not to do (“Common Lawyer Mistakes That Will Deny You a Settlement”).
  • How-tos. The best articles contain a load of useful information (“How to Protect Your Children from a Pedestrian Accident”).
  • Specific concerns. Your ideal customers will have a specific set of problems for you to address (such as “How Many Kinds of Disability Benefits Can I Receive at Once?”).

Starting over can be scary, but it can also be exciting, revitalizing, and motivating. That’s why many people daydream about what they would do if they could “start over.”

In fact, that’s one of the (few) things I enjoyed about golf! You start from zero at each hole and have a fresh opportunity to excel.

This was my mindset when I wrote the report, 10-Step Program for Marketing Success. I set out to answer the question, “what are the steps I would take if I were rebuilding my practice from the ground up.

Inside this report, you will discover everything I’ve learned since opening the doors to my law firm and all the big-picture tactics I teach the attorney members at Great Legal Marketing.

YOU can get this special report FREE just by clicking the button below and requesting your copy. This is the “gateway” report to Great Legal Marketing, where you will learn our marketing philosophy. You will probably find the information in this report refreshing compared to all the junk information about marketing supplied by marketing vultures who want to sell you a new social media campaign.

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.

Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.

Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.

If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.

We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!

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by Ben Glass

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.

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  • Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.

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