- 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?”).
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?
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.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.