Humans will act to protect something they have and are afraid of losing much more quickly than they’ll act to obtain something they want. Because you and I are attorneys and our job is to let our fellow humans know how we can help them, the fear factor is the most captivating marketing message we can use.
Many of us yearn for the days when the federal estate tax created great fear, making wrangling prospects easy. They’d trample each other to get in the door to save tax dollars. I remember one doctor client literally turning bright red because he was so distraught that, without planning, the federal estate tax would take half of what he had already paid so much income tax on. That was one motivated client.
Although the death tax may no longer be scary to our prospects, the IRS and IRC can still play a significant role as resident fear mongers. Unfortunately, the press isn’t cooperating. Retirement account stretch-outs, 3.8% surcharge, and the highest capital gains rates in decades just aren’t sexy enough to grab headlines and cause panic in the streets. Darn.
Instead, you need to create your own headlines.
The Internet has made getting your message out to the world easy and inexpensive. Your blog is the best place to start. Every attorney website needs a blog to help prospects find and get to know you, establish credibility, and increase search engine optimization (SEO). Keep your blogs short (350-500 words) and whatever you do, don’t write like a lawyer. A conversational tone, stories, bullet points, and lots of white-space are a successful formula. Add in an intriguing photo and a topic that keeps your prospects up at night and you’re golden. A bonus is using keywords which are search terms your prospect would enter into a search engine (e.g. Google).
How to Write Captivating Headlines
Blog headlines must be captivating and irresistible. You literally have 3 seconds to convince a visitor to read your blog article, ebook, or newsletter. A photo will draw the eye but the headline must enchant, convincing the reader that it’s worth her time to continue reading.
Each subheading must continue the enchantment as you convince the reader to dedicate another minute of her life to read on.
No-Fail Blog Blueprint Formula
Only one map leads to a treasure chest of captivating headlines. Here are sample headline formulas. Mix it up to match your clients, voice, and area of expertise. You can use these over and over again with just small tweaks.
- Warning: You are Paying More Taxes than You Should?
- Can You Really Trust Your Tax Preparer?
- 7 Little-Known Tax Savings That Most Florida Business Owners Miss
- Will Your Retirement Account Be Seized by Unscrupulous Creditors?
- 9 Lies the IRS Likes to Tell
- The Great Tax Hoax
- The Shocking Truth About Your Income Taxes
- Beware of These 5 Tax Traps
- 11 Things Your Lawyer Won’t Tell You
- Real Estate Investors Alert: The New Tax Scam to Avoid
- How Your Children Gamble with Your Life Savings
The Law of Content: Reduce, Reuse, Recycle
Get used to reusing your content, all carefully crafted and directed to your ideal client, over and over again. It’s okay to use blog content in presentations, video, client counseling, newsletters, your book, and the media.
What Would the Ghost of Christmases Yet to Come Say About Your Law Practice?
Now, there’s a headline that would keep my ideal client up at night. To become even more effective at keeping your prospects up at night, I invite you to work with me. No attorney who works with me and fully implements is afraid of the Ghost of Christmases to come.
Do you think you (and your firm) would benefit from private mentoring with a JD/law business strategist/legal marketing expert? If so, the Private Platinum Program may be a good fit for you. Check it out here right now: Private Platinum Program