Content Marketing for Lawyers: Why and How

Content Marketing for Lawyers: Why and How


When someone asks you, “What do you do?” You may call yourself an attorney, you may say, “I’m a lawyer.” In this video
I’ll share with you what business you are really in and the answer may
surprise you. Hey, it’s Spencer X Smith today coming to
you from the offices of New York Life. When someone asks you, “What do you do?” you may say, “I’m an attorney who specializes in business law, or IP, or PI, or
litigation.” Are you really, though?” Are you really in
the business of law? I propose that you’re not. You are in the
risk mitigation business. The information that is the ubiquitously available to all of us for free right now – because of the internet –
democratized knowledge. So, anything that any of us want to try
as a do-it-yourself job – right this second – is available for free, whether that be cooking, or plumbing, or
law. Yet, somehow restaurants, and plumbing companies, and law firms still exist. Why is that? It’s because people
want to take things that they have on their mind – that they want done right – and
give it to someone else. Any of you – like me – that have tried a do-it-yourself plumbing job, only to have it leak two days later know what I’m
talking about. Because after that happens – after you try
something yourself – it’s still your problem. When you hand that thing to
someone else – like a plumber who is going to do it and do it right – if something happens, it’s his problem. He
owns it. That’s really what you’re doing with
your law practice as well. You’re taking things that are really, really hard for
laypeople – that they could try themselves – but yet, you’re making them
feel good about hiring you because they can mentally check it off of their list. How can you or anyone else do better
business development in the risk mitigation business? I’d ask you to produce more information
intended on educating your target clients. Now I know this is a little hard
at first because you think you may be giving away the store or maybe giving away too much information,
because then people don’t want to hire you. Well, those people who take that
information and try themselves are not your clients anyway. Anyone who wants to own their own
issue is not your ideal client. So, by you taking the time to distill down
something really hard and very daunting to somebody and making it easy for them,
they will only grow to know and to trust you more and increase the chances of you
being hired as their counsel. Before you go don’t forget to subscribe to my
channel and let me know in the comments if you’ve tried this. Have you produced
information-based material to give away to attract your target clients? I can’t wait to hear your thoughts.
Thanks so much and I’ll talk to you next time.

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