The advertising world continues to undergo constant change. Traditional modes are falling by the wayside.
But there’s 1 thing that remains constant—whether you write for the Yellow Pages or for Google Ads, whether you write for a billboard or your website’s landing pages: you must produce good advertising content.
So what constitutes “good” content?
Here are 3 legal copywriting tips to help keep clients coming in the door.
Tip #1: Walk a mile in their shoes.
The core difference between a successful ad and a flop is this:
A good ad talks about the client, whereas a bad ad talks about the seller.
How can you talk about the client and their pain points if you don’t understand them?
Take a step back and think deeply about your potential client. Form a persona of them in your mind and think about what they need. Then, craft your pitch to that persona.
Tip #2: Know your goal.
Are you looking to raise awareness of your law firm or are you seeking concrete action—like a phone call—today?
Each appeal is aimed at a different part of the brain, so it’s important to understand exactly what the purpose of your ad is.
For example, if you’re a corporate securities lawyer, you might be looking to raise your profile among potential clients. If you’re a personal injury lawyer, your prospects are more likely to have an immediate need.
Tip #3: Provide value.
Do more than just claim your competence. Demonstrate it in action. Give prospects a little taste of your legal knowledge upfront.
If you’re writing ad copy for Google, there’s probably not the space to do this, but you can do it on the landing page. A personal injury lawyer might provide 3 bullet points that bring some legal clarity to a question the prospective client has.
Think of this as your effort to demonstrate good faith to your client before they’re even a client.