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(How to write content that gets read)
This is the best, fastest way to create quality content that gets read. We developed this quick-start guide for law firms to help you create the first five issues of your newsletters or blog post easily and efficiently.
What are the most common questions your clients ask you? Think of the 10 questions your clients most often put to you. Now, really think about it; ask your receptionist or anyone else in your office. This part is what really creates the quality content clients or potential clients want to read. It may take some time, but it will make the difference between useful content and useless content. Once you have written those ten questions, move on to the next exercise.
Having written those 10 questions, create 10 more questions to establish exactly what you want to convey to your clients. This, again, will take some time.
Once you have all 20 questions, mix them up. Now you have 10 questions your clients want answered, and 10 questions you want them to know the answer to.
Answer each question in detail. Once you have answered the questions, you should have anywhere from 10-20 pages of high-quality content clients and prospective clients want to read about. Congratulations! Your firm now has around 10-20 pages of high-quality content your clients will value.
There are three primary reasons for the newsletter:
1) It creates Top of Mind Awareness (generates new clients)
2) It presents your firm as an expert in your field
3) It serves your clients, which inspires loyalty
Other Tips for writing quality content:
Imagine your client standing in front of you. What do you want to say?
1. What does he/she need to know?
2. What will benefit him/her?
3. Ask yourself, is this helpful to my client? If yes, start writing.
Dos and Don’ts of newsletter marketing:
- Don’t say anything in your newsletters you wouldn’t say if your client was standing in front of you.
- Don’t boost your law office.
- Don’t use content that is all about you, and how great you are.
- Don’t add useless content that does not help your client.
- Don’t talk about multiple practice areas.
- Do be specific; write directly to your client in your newsletter.
- Do mention benefits in your headlines.
- Do provide useful content to your client.
- Do write about anything that will be of service to your client.