You’ve made the commitment. You are going to sit down and write a book to be offered to interested readers on your website. You are confident in establishing yourself as an expert in your field. You’re excited to see what types of clients this innovative legal marketing technique will bring to your law firm. While the goal is to bring new clients to your firm through your attorney marketing efforts, the tone of your book must not scream, “Call my law firm today.”
Here’s why. Lawyers who write overt sales pitches instead of informative books risk:
- Being seen as a salesperson instead of an expert. A well-written book will attract not only potential clients but also the media. You want to be seen as an expert in your field by both clients and the media, both of whom will respect you and contact you if you have an informative book.
- Turning off the very clients they are trying to attract. If you are advertising that you are providing free and useful advice, then you had better deliver — or you risk alienating the clients that you want to attract.
- Attracting the same clients they’ve been attracting all along. Your law practice will continue to be dominated by the clients who don’t do their research — and the clients who don’t have strong cases of the type you want.