It can be daunting to sit down and face a blank screen, wondering how to take the first step toward writing a legal guide for clients. You’re trying to reach your ideal clients, make them want to call you, and ultimately grow your business to a point where client will be hunting you instead of the other way around.
If you’re tempted to save time by simply rewriting your bio page and plugging your firm, don’t bother—your book will do more harm than good. In order to have the best effect on your clients, your law firm’s legal guide should:
- Educate. At its heart, your book should be informative—but it shouldn’t be a dry tome of facts and figures. In addition to providing an overview of the legal process, you should be talking about your client: what she feels, what her concerns are, and what specific things she should do in order to win her case.
- Warn. By choosing a particular subset of the law, you can expand on the particulars of the topic. For instance, how does filing for bankruptcy affect a person’s credit? Will he be denied charge accounts? Will he lose his house or car—and if so, how can he prevent it? These insider tips will establish you as the expert in the client’s mind.
- Inspire. Your book must make the client feel empowered rather than helpless. This way, she will see that she is not dependent on a lawyer, but rather, she is choosing to hire one—and since you are the only one who was able to appeal to her on that level, she is more likely to hire you.
- Invite. You are trying to convert the client in a low-pressure and emotionally appealing manner. Avoid making an outright sales pitch: your book is the pitch. If you’ve done it correctly, including the name of your firm and ways you can be contacted will be enough.