Writing as a Marketing Tool
Turn Article Writing into a Marketing Opportunity
WRITING can be a great marketing tool.
But lawyers either love it or loathe it.
If you are one of those people who likes to write - the payoff from your hard work could be huge!
According to Sara Holtz, author of Bringin' in the Rain - writing gives YOU the opportunity to brand and market yourself within the legal field.
How?
It's simple really - WRITING GIVES YOU A CHANCE TO FOCUS ON YOUR TARGET CLIENTS AND REFERRAL SOURCES!
Holtz offers these 8 tips for lawyers who want to turn their articles into marketing opportunities:
(1) Write for your target market to position yourself as an expert and raise your visibility.
As opposed to legal newspapers, business journals and trade publications can be great marketing venues.
(2) Write on topics of interest to your IDEAL CLIENTS.
Too often, lawyers write about matters that they find interesting but have no appeal to their clients and prospects. Take a moment to ask clients and potential clients what concerns them most - then write about it.
(3) Write about YOUR AREA OF SPECIALTY.
Ask yourself if you want to be known for the topic you're writing about. Articles should be relevant to your field of practice.
(4) Solicit FEEDBACK before you publish.
You may want to send your article to several people for comments. In addition to their important feedback, those people will also feel valued that you sought their input.
(5) Send the article directly to those you want to see it.
Send it to them directly with a note explaining why you think it will interest them. By doing this, you are building CREDIBILITY AND GIVING VALUE.
(6) Include your contact information.
Make it easy for people to contact you. Be sure to include your name, address, email, phone number, and firm Web site .
(7) Become self-published.
You can convert your article into a white paper and send it to your target list.
(8) Leverage the article!
Ask yourself... where else can your article be published? Can it appear on your company website? Publishing opportunities are endless - especially on the internet.
Article writing can be difficult, time-consuming work - so make sure it counts!
You want your TARGET MARKET to recognize your name and see you as an expert in your field. An interesting, well-written article that is relevant to those prospects is one way to achieve that goal.
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