Thrown by the new competitive landscape in Solo/SmallLaw, some personal injury lawyers are taking refuge in old-fashioned hard work for their digital marketing communications.
For example, one contracted with several content marketers to create a comprehensive section on his website on strokes. However, what would have been a smarter use of his resources would have been for only one of the writers to research the most user-friendly but accurate articles on strokes. Then present the links to those on the website with the right keywords as headlines.
What would have turned browsers into buyers would have been brief case studies of the strategies he used to win high awards for plaintiffs. Those could have also been posted on his Facebook page and turned into articles for LinkedIn Pulse and Medium.
Links to the latter two could have been put into his website's Media Center. Yes, every website needs a Media Center. That adds credibility. It also makes it easy for the press to assess whether to interview the lawyer.
In addition, from all that, he could have derived his elevator speeches for initial consultations with prospects. That scripting should be loose. But each elevator speech should contain the language and examples which are closing sales.
The Internet has changed everything in traditional marketing. Being conscientious about digging up all the background material on X or Y for prospects wastes time. And can diminish the lawyer's brand as a smart player. Instead, prospects want to be shown how cases got won by that particular lawyer or firm.
The game is about demonstrating results. Not raw knowledge per se.