Clients do business with people they know, like, and trust, reminds Allison Shields in How Lawyers Can Develop Content for Law Firm Marketing. And content that adds value – articles, presentations, blog posts, firm newsletters, and the like – provides a solid foundation for getting to that point. It helps you meet potential clients who discover your work and find it useful. It helps you establish and enhances personal connections with the people in a position to hire you. It helps you generate trust by offering solid, practical advice on the very subjects that challenge your targets.
Good content will initiate and boost the engagement that leads to conversations that lead to relationships that lead to work. That’s why you need to take the time and make the effort to write, and that’s why you need to read Shields’ post. Because figuring out what to write about is sometimes easier than you think:
Most lawyers encounter the same questions over and over in their practices, because their clients encounter the same or similar problems over and over. Start by writing down the 10 questions clients ask most frequently, and then answer them.
Read the post, then start writing. You’ll be glad you did.
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