I am in Orlando today for our Rainmaker Retreat and am always gratified by the people who show up to attend our two-day law firm marketing boot camp, often coming from far away to obtain the knowledge they need to create a successful lifestyle law firm.

I know that the reason most come is because they have heard from peers who have already attended how much they gain from every session. Although we offer a money-back guarantee, I can’t recall the last time someone took us up on it. And that makes me feel very good. 

What I like to think is that I am basically a good content provider. And that is what attorneys must become if they want to convert leads and prospects into paying clients. You must make an emotional connection through engaging and compelling storytelling these days to get buy-in to what you are selling. 

A recent Optify survey showed just how key content marketing is to client engagement. Even though the survey was among B2B marketers, it resonates for B2C as well:

The takeaway for attorneys is that creating case studies and free reports that offer valuable insight to your target market should be at the top of your law firm marketing tactics list.   Create that compelling and engaging content by telling real stories from real experiences (leaving out the real names, of course), then promote on social (see yesterday’s post on how to do this), your website and via email marketing.

Over half the marketers in the Optify survey said that producing engaging content is their biggest challenge, and I know that rings true for a lot of attorneys. As a service, we provide content for many attorneys, and received this note from one of our clients yesterday:

I started sending the articles via email to my email list in early September. Nothing fancy - just text emails.  My list only has 46 names on it, and most are friends, family and current/former clients.  I already have three potential estate planning clients as a result - all of which I am confident will engage.  

Everyone has a story to tell. Are you telling yours in a way that creates new clients?