Every lawyer should write an e-book.
I'm serious.
Writing an ebook is among the best marketing activities you can do when working to grow your law practice. The reasons are:
- It establishes your credibility
- It positions you as an expert
- It gives you something to promote
- It helps you focus your marketing efforts
- It serves as a magnet for testimonials
- It gets you media attention
- Most importantly It serves as “bait” to get prospects onto your mailing list.
It's an ebook, not a definitive treatise.
Writing an ebook doesn't have to be an overwhelming task. e-books don't have to be weighty tomes of legal knowledge. 30 pages or more is plenty for an e-book; If it's filled with valuable content your audience wants.
How to write an ebook.
- If you're already blogging, compile a few dozen pages of your top posts, and publish as an ebook.
- If not already blogging… start. Create a plan to publish 2-3 posts each week, and in 10-15 weeks, you'll not only have a body of work on the web, attracting search engine discovery, etc., but you'll also have an e-book nearly ready to publish.
Pick a topic – Identify a burning question, troublesome issue, or specific need shared by your target market. How? Ask your clients… or just look at your existing case load. Is there a common theme? Provide a solution to a specific problem, and you'll have no shortage of readers.
- Set a due-date
- Plan the writing.
- Create an outline
- Do the research (If you need to). Mine your work-product. – Look for memos you've written that cover the topics in your outline. Plagiarize yourself mercilessly. Just be sure to “Sanitize” the material, so no client-specific information is disclosed. Also make sure you're not providing ammunition to your opposing counsel. If you regularly handle a particular type of case, you may want to keep some “trade secrets” in your vest pocket.
- Put writing on your calendar. 2 hours twice a week? You'll be done in a few weeks.
- Hire a copy-editor (elance, odesk, fiverr, craigslist)
- hire a cover designer (elance, odesk, fiverr)
- Output as a PDF
- Now, GIVE IT AWAY. Yes, for free… well, actually, you DO get something in return… opportunity. Give the ebook to anyone who gives you their contact information. That way, you have the opportunity (and permission) to contact them again, and again, and again.
- Delivering the book is as simple as hosting the file on your website. When someone asks for it, and gives you their email address, you (or your email marketing software) just send them a link to the download.
- Promote your ebook on your website, on social media, and whenever you are “out there”. Work it into your “elevator speech”. Make sure everyone knows you've written a book, and offer free copies.
If you've got a longer book in you… go for it, but first, write the ebook, then expand on it with the larger volume.
Lather, Rinse, Repeat
Have you written an ebook in your practice area? Now go write another one.
Yup. I said it.
Write an ebook that targets each of your target niche markets. Write an ebook directed at each of your ideal clients. Build your mailing list… don't forget to segment the list, so you can send targeted emails to people based on their interests, as indicated by which ebook they requested.
Share your feedback
Now. What's your ebook going to be about? (let me know in the comments.)
The post How writing a simple ebook can help your lawyer marketing appeared first on Keys to 21st Century Lawyer Marketing.