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!

 

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