iStock 000014384831Small1 150x150 The Four U’s of Copywriting for Solo Attorneys

 

 

 

 

As a solo attorney looking to build a successful practice, one of the first things you’ll need to know is how to market your practice.

The good news is that you don’t have to have the big boys’ marketing budget to build a successful practice.

What you have to have is great copywriting…

You have to have marketing copy that makes the sale…

Copy that really grabs the attention of your ideal client and shows them that you’re the attorney they need to solve their problems.

It shows them, it doesn’t just tell them.  Great copywriting is a conversation.

Great copywriting has what copywriting professionals call “The Four U’s” – that means it’s

•       Urgent

•       Useful

•       Unique

•       Ultra-Specific

Here’s what that means:

Urgent – your client needs to call you right now to solve their most urgent problem – the problem that’s keeping them up at night.

Let’s say your specialty is probate law.  Your copy needs to appeal to clients faced with dealing with the probate system – not a pleasant experience for the uninitiated.  This is where you show your future clients how and why ou can help them right now.

Useful – you need to give your clients information they can use to make the decision to bring their business to you.  Tell them stories of other clients you’ve helped with similar problems.  Use testimonials from happy clients.  This is where you document your results and use it to convince that prospective client that you’re the lawyer they need – right now!

Unique – this is where you really introduce your future clients to you.  What makes your practice unique? You do.  What service to you provide that no one else does?  How do you relate to your clients in a way that’s special? This is the point where you tell your story and let them know that your practice is different from anyone else’s and that’s why they need to hire you to represent them.

Ultra-Specific – this is probably one of the hardest concepts of good copy for attorneys to grasp.  You’re so accustomed to writing briefs and motions and opinions, that it’s harder to just talk to the Average Joe.  But this is where you reach out and appeal to each prospective client as an individual.  Your copy needs to serve as a one-on-one conversation with every single person that reads it.  When they get to your website, they need to stop looking because they just know they’ve found the person to solve their problems.

Once you master the Four U’s of great copywriting, get ready to look for more office space! You’re going to need it.

Want to know more about using great copywriting to build the practice of your dreams? Email me at info@copywriterforlawyers.com.  I’d love to help you make those dreams come true!

 

{ 1 comment }

Revising Legal Documents in Microsoft Word

by admin on August 2, 2011

If you’re a brand new lawyer, welcome to the wonderful world of document revisions…

And revisions…

And yes, more revisions…

You probably did a lot of document preparation in law school but when you start practicing and you have 2 or 3 or more law firms involved in changing complicated and lengthy documents, it can be incredibly confusing.

Especially when you’re doing the work yourself on top of all the other work you have to do.

If you’re just starting out, you’re probably using a garden variety version of Word.   While there are special software packages like DeltaView specifically for comparing versions of documents and tracking changes, they may be a little pricey for a new solo attorney.  In the long run, they’ll probably save you time and frustration (not to mention money) but when you’re just starting out, it’s hard to look at the long run.

Not to worry – you don’t have to put yourself in a financial bind.

Here are some tips for using the Track Changes feature in Microsoft Word:

1.  When you open your document to review it and start marking it up, check out the Review tab.  You’ll be given four options for displaying your document:

- Final Showing Mark Up

- Original Showing Mark Up

- Final

- Original

The “Final” and “Original” views will hide but not remove tracked changes and comments.  If you just temporarily hide your changes and comments by using one of these views, the person you send it to can change the view on their end and see all of your comments and revisions.

This can be a very bad thing if you have comments or changes in there that you’ve provided to your client that you might not want the other side to see.

When you get ready to make changes, click on the Track Changes tab.  This will underline all your additions and strike through anything you remove.

To remove tracked changes and comments before you send your document out, you have to accept or reject the changes and delete the comments. Once you’ve done this, save the document as a public version and use it for public consumption.  You can save a copy with all your tracked changes and comments intact as a private copy to keep on your own system.

If you still feel unsure about the privacy of your changes, click on the Protect Document and choose the option that best suits how you want your document to be treated.

We’ve come a long way from the days of retyping documents, comparison reading versions and manually highlighting changes.  Believe me, I remember them well!  You’re starting out a great time in the legal field and technology can make your work life a lot easier.

Have questions about document preparation, best practices for setting up and managing  your practice, or need help communicating with your clients without the legalese?

All you have to do is ask.  Just send your question in the Comments section and let me help you.

{ 0 comments }

Is it Ethics or Just Good Customer Support?

January 23, 2011

As a licensed attorney, you’re charged with certain professional responsibilities when dealing with clients. As an advisor, you must have an informed understanding of your clients’ legal rights and obligations. As an advocate, you must zealously asset your clients’ positions under the rules of the adversary system. As a negotiator, you must seek a result [...]

Read the full article →

Suddenly Solo and Don’t Know Where To House Your Office?

September 10, 2010

So you’ve taken the leap. You’re going to  start a solo practice (either by choice or necessity) and now you have a big decision to make. Where the heck are you going to house your office? Technology has given you more choices than ever and that makes it that much tougher to decide.  Are you [...]

Read the full article →

Even Solo Attorneys Can Use Practice Management Software

September 9, 2010

Practice management software may sound like a luxury when you first hang out your shingle, but it’s one of those things that will pay for itself over and over again. When you’re starting your practice, time is money and a good, inexpensive practice management software package will save you hours of lost time in looking [...]

Read the full article →

Do Solo Attorneys Really Need a Business Plan?

September 3, 2010

Starting a solo law business may seem like such a small enterprise that actually sitting down and writing a business plan would be overkill.  You’ve passed the bar, you have a computer and a home office, your friends and family have  promised to send you referrals…why would you need to take the time to write [...]

Read the full article →

A Quick & Dirty List of Billing Software Options for Solo Attorneys

September 2, 2010

When you’re just starting out, it can be  really tempting to spend money on office furniture, beautiful, professionally printed stationary and business cards, even renting  office space. You think you’ll just keep track of your time manually, put together invoices on your nice stationary and mail them out. You don’t want to do that.  You’ll [...]

Read the full article →

The Best Technology Choices for the New Law Business

September 1, 2010

Day one of your new law business… You decided to work from a home office and save some money (congratulations – very smart move!)  You can always work a deal  to use someone’s conference room for client meetings. But how  do you actually set up your office? Keep track of your documents? Manage your time? [...]

Read the full article →

Your New Law Business – Get Your Mind Right First

August 27, 2010

If you’ve just recently passed the bar and you’re getting ready to hang out your shingle, congratulations! You’ve accomplished something that not  everyone can do. Go out and celebrate.  I mean really celebrate.  Get down and wallow and roll around in the fact that you’ve done something incredible.  Because you have. And if you’re not [...]

Read the full article →

How To Make Sure You Bill For The Hours You Work

August 25, 2010

For all the problems and complaints associated with it, the billable hour is probably here to stay.  Especially in litigation practices where packaging services for a flat rate is just not realistic. Over the last 28 years, I’ve worked with and for a lot of attorneys and keeping track of their time has always been [...]

Read the full article →