Adjust your message, format, and tone to improve the chances of your content actually being read.
As part of our marketing services, we manage blogs and other content creation activities for our law firm clients. A blog is just one way of posting educational content – part of the broader marketing goal of engaging your prospects and clients – but it highlights your ability to connect with your audience.
Many folks write blog posts, articles, and other content based on how they normally communicate. We want to share our expertise and depth of knowledge around important subjects. That’s fine for communicating with peers (maybe), but it probably won’t work with clients and prospective clients.
Connecting with your target audience
Some attributes of your firm’s specific audience are unique, like level of education, training, emotional state, and even business or consumer focus. We need to adjust our message and delivery to take all of this into account. In other ways (especially online) we’re all the same:
- Short attention span. You’ve got 5 seconds to make your point, 1 minute to generate interest.
- Like to scan. Assume most readers will read the 1st half, or just scan the bullets and headlines.
- Mobile lifestyle. 30+% of your audience will be reading on a mobile device.
Speak to me!
Once you have a better understanding of your audience, you can shift from telling to teaching, selling to solving. Here are six tips to get you started:
- Keep it short, simple, and sweet. Stick to a specific topic (around 400 words). You can always add a Part 2.
- Cut to the chase. Make your main point in the first paragraph, then add detail, tips, etc.
- Dumb it down. Sorry. Please define technical terms and avoid acronym overload.
- Use bullets, headlines, and bold. These should tell your story, but don’t forget tip #1.
- Link away to detail. Don’t restate information available on other credible sites.
- Close. Tell the reader what to do next, like call, email, or read more.
Don’t take my word for it
We all think we know what will engage our clients and prospects, but why not let them decide? Thanks to great email/newsletter marketing tools and Google Analytics, you can see what’s most appealing based on clicks, bounce rates, page views and time spent on the page. Test a few different approaches and see what’s most appealing to them, rather than you, or contact us and we’ll help.
If you can’t measure it, don’t do it.SM