Are You Giving Away Too Much For Free?
If you are a solo practitioner, especially in practice areas like estate planning, business law, and real estate, it can be really hard to stand out from the crowd. New client leads are extra-cold because no one is out there clambering for your legal advice...yet.
That’s why content-based marketing works so well for these practice areas. You use your marketing to educate potential clients and show them why they really do need an attorney. And why that attorney should be you.
Content-based marketing is all about establishing expertise and building trust with potential clients by offering value. And with so many competitors out there, it may feel like a race to the bottom in terms of giving away more and more value. But, where does it end? Where is the line you cross into giving away too much information for free?
It doesn’t exist.
Ok, that may come as a bit of a shock to some of you -- especially because we were all brought up in a legal culture that says you charge for every minute of your time.
Educating your audience is not always an easy leap for attorneys to make. But, here’s the thing, you can give away all the free education in the world, teach your potential client everything about your particular practice area, and they will still need you.
Because education is not the same as execution. And all the while, as you are educating your clients about what you do, you are also showing them that you are the right person to do it.
A blog post about the importance of including a guardianship designation in a will is not the same as drafting that document. And your educational/marketing materials can make that crystal clear: 1) Every situation is unique, 2) Here’s some education for free, 3) If you want help making it happen for you, I’m your gal (or guy).
When marketing your solo practice, try not to get caught up in the “I’m giving away too much for free” mindset. Be generous with information. I promise it makes a difference.
If you have any questions about your firm’s content-marketing system, I’d love to chat! Jump on my schedule, and we can talk it through.
To your success,
P.S. Did you know that we have a WHOLE ENTIRE MODULE on content marketing in our 10-week Next Level Law Practice program? And that’s just one way that this program can seriously shift your practice. NLLP is for attorneys who are ready to take their business growth seriously and create a sustainable estate planning or business law practice... FAST. Check it out!
P.P.S. Have you attended our FREE Masterclass? If not, check out 5 Steps To Build a Six-Figure Estate Planning Law Practice You Love where we'll show you how to earn more than you thought possible, on your own terms. Click here to sign up!
P.P.P.S. If you are ready to join a community of incredible attorney-entrepreneurs, click here to join the Thriving Lawyer Society! We share articles, trainings, master classes, and helpful tools to help you untie yourearning from your hours and build freedom into the practice of law.