I don’t have time to write a legal guide to offer to my clients. Won’t another marketing tool be just as good, and take less time?

The problem here is that you’re thinking the wrong way around. To bring in clients, you need to make it easier for your customers to find you, not easier for you to find customers.

Think about the most common “free” offers most attorneys provide for their clients. Free consultations are so prevalent it’s hard to find an attorney who doesn’t offer one. And yet, a consultation involves a customer—who is already reluctant to make contact—picking up the phone to call a stranger. For most customers, the risk is too high and the return is too unknown to make that leap. Newsletters are easy enough to produce and offer, but usually talk about the goings-on at the firm rather than how the firm can help the customer.

Now imagine what a scared, tired customer will see when you are offering an entire book full of legal information on their specific case and circumstances. You’re giving them a chance to arm themselves with information, letting their feelings of fear and powerlessness melt away. At the same time, you’re letting them see exactly what you know and how you can help them—and they don’t have to leave their house or even pick up the phone. What other tool gives them exactly what they want with minimal effort on their part?

Of course, if you don’t want to write the book, there are plenty of alternatives. Many ghostwriters are available to take on the task at minimal cost to you, with the advantage that you can read and edit it to make sure it is worthy of your name.

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