You’ve written your book, and it’s ready to be sent out to your potential customers. After the long and arduous process, you’re now wondering if this marketing tool is going to be worth all the effort you’ve put into it.

The truth is, it’s only going to be effective if people want to read it—which all boils down to the title. Ask yourself these three questions when considering titles for your free legal book:

  • Who is your client? You have probably realized that finding your niche market is key to increasing your law firm’s profit margin. You must have a clear view of whom you are trying to represent, and market directly to him. Trying to “cast a wide net” will only dilute your marketing message and make you more generic in your customers’ eyes, so your book should read as if you are speaking directly to your ideal customer.
  • What is his problem? Your free book cannot be all things to all people; it should be aimed at solving one specific problem. “A Guide to New Jersey Divorce” is going to be far too long and involved for a short book, but “Understanding Alimony in New Jersey” has a razor-sharp focus for a customer to contact you.
  • What is the worst-case scenario? When you have discovered the problem, you have to find a way to phrase it that a concerned reader will find irresistible. Consider the differences between “Filing for Workers’ Comp in Ohio” and “How to Guarantee that Your Worker’s Comp Claim Will Be Denied.” Remember to keep your message simple but specific: “Finding a Good Divorce Attorney” is not as effective as “Ten Things to Ask Your Divorce Attorney Before Hiring Him.”

Get more out of your legal advertising campaign! Call 888-791-2150 today or click the link on this page to download a free sample chapter of our Great Legal Marketing book.

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