Whether you are blogging, writing a newsletter or planning an email marketing campaign, CONTENT is what’s important. It has to be SPECIAL! What makes content special, of course, depends on the intended audience. Some audiences prefer short, one-line answers from experts and some prefer paragraphs filled with detail and insight. Some attorney clients will prefer content rich material that will assist them in the very case they have on their desk right now.

Do you know your potential client? Do you know what they want and need? If you don’t, stop right here and buy one of our other books about finding clients at our Bookstore.  And if you do, great! You are well on your way.

Just to get your creativity going, here are five ways you can try to make your content unique from your fellow LNCs and beneficial to your current or potential clients.

1. Ask great questions

Instead of the usual “What’s your top case priority?” why not ask something that will make potential clients think a bit more? Something such as “What’s the most important type of case that settles but probably shouldn’t?” Or “What’s the biggest misconception about Medical Malpractice that people just don’t know?” Asking great questions will lead to great answers, and great answers make for great content.

2. Feature unusual content

Rather than pointing to your potential client’s best case or asking them questions about their practices; ask them to share their biggest failure, most dramatic mistake, or most inaccurate assumption.

3. Feature resources instead

Compile a huge list of valuable resources. So, ask your colleagues or other experts to recommend items for the list, or even survey your client list… you might be surprised with the resulting suggestions.

4. Try a different format or medium

Instead of offering a free e-book, offer a free video course, or a set of interactive worksheets or the 99 Word Newsletter. You can even change your format to a webinar, or a series of webinars. A different format could be more useful than an e-book, and it may just do a better job of grabbing your client’s attention.

5. Make the project bigger

Don’t spend a weekend creating a post or newsletter. Make the scope of your project dramatically larger and turn it into a pillar of your marketing strategy. That’s what I did with my new books coming out in the Spring and it’s working wonders for me.

For more on building a remarkable Legal Nurse Consulting or Life Care Planning practice, subscribe to the RSS Feed for the Blog and my Email Newsletter. Follow us on Twitter, join our LNC/LCP Group on LinkedIn, or friend us on Facebook. We also offer one on one practice coaching as well as amazing LNC/LCP marketing materials, website design and social media page designs. Email us or call (317) 426-1170.

Tags: content marketing, new clients, selling, writing

This entry was posted on January 21, 2012 at 4:46 pm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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