Tweak your business #twitter (Part 1/3) – make it about your audience

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Tweak your tweets.

If you tweet for business you can tweet more effectively with purposeful tweaks.

If you want your audience to actually pay attention to your tweets and click though to any links – make your tweets audience-focussed rather than just about you or your business. How does your message relate to or possibly affect your audience?

As a lawyer turned journalist and social media writing trainer, I study business tweets – especially law firm tweets and I see so many missed opportunities.

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Law firm tweeters – it’s not that your tweets are bad – it’s just that they could be so much better with a greater awareness of:

Why you are tweeting this particular tweet?
What you want your readers to do?

Some of the main challenges I see with Business tweets:

1. They are focussed on the firm rather than the audience
2. They use wordy expressions…

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Why is a law firm creating striking Lady Gaga-like posters and screening the classic Aussie movie “The Castle”?

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This is an earlier post – yet still a good example to a law firm daring to be different to attract and appeal to a target audience – even a future potential audience who will be in a position to use the firm’s services in 5 years. Forward thinking!

Likeable Lawyer

Once again I am surprised by the social media engagement and real-world engagement of a progressive Australian law firm – Wilde Legal.

I do not work for the firm – yet I  have started a social media relationship.  The firm is in Newcastle. I live in Brisbane.

I do disclose that I have become a fan of the creativity and social media and marketing smarts of the firm.

I regularly “check in” on the firm’s very bold social media to see what interesting things its people are up to.

Festival de wilde

Most recently I saw this  striking image on the firm’s twitter and Facebook presence.

Festival de wilde

Prima facie – when I first saw  the image as a small photo on twitter and Facebook it reminded me of Lady Gaga or even the band The Empire of the Sun.  Very unusual for a law firm.

On closer inspection, I saw the image was…

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Legal Marketing – would you do this if your name was Justin Bieber?

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Likeable Lawyer

What would you do if you had a name shared by someone famous – someone who was/is the butt of many jokes?

Justin-Bieber-law

On a recent trip to Philadelphia I saw this sign advertising a lawyer who had the name Justin Bieber.

It is a great example of different attitudes toward legal marketing and marketing in general.

From my experience living in the US, many Americans tend to be less shy and more entrepreneurial in wanting to stand out. There is so much competition and less of the British-style reserve of  people in Australia – and Canada and of course the UK.  There are still many reserved Americans – but in general there is a greater willingness to stand out and grasp attention however you can get it.

While I can understand that many Australians (especially Australian lawyers) would wince at using such an ad – I can also understand why…

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How to write better lawyer bios for your website. Don’t make the usual “lawyer mistake”

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Likeable Lawyer

Did you know that one of the most visited part of a law firm website is the bio section – especially when your “audience” is a general audience for areas such as family law or workers compensation or personal injury.

TB LL mosaic

Many lawyer bios are poorly written – because they are filled with what matters to the lawyer rather than what matters to the potential client.

What a client wants to find out fast is:

1.how can this lawyer help me with my problem NOW
2.what makes this lawyer different or “stand out” in this area
3. will this lawyer be easy to work with?
Here are 3 simple ways to make your bio more audience focussed:

1. Start with the present tense – what you do now – don’t tell chronologically starting with the past tense as lawyers often do

2. Get the audience into the bio – through the…

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Holiday reading: How to connect on #LinkedIn using LWIW

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My good friend Bono told me name that  dropping was bad form.

Or was it my good friend Bryan Ferry who told me.?

TB BF

I don’t actually know Bono – but as you can see I have met Bryan Ferry –  briefly – long enough for a quick pic.  Many of my friends and business contacts (of a certain vintage) are impressed that I have a photo with Bryan.

The reason I share the photo is that I’ve noticed on LinkedIn that many people use profile shots of themselves with “more famous” people. I’ve tried to not reveal names – but to illustrate my point with these examples.

Exhibit A:

LI LWIW.jpg

Exhibit B:

LWIM 1.jpg

I must say that I wanted to connect with this next fellow (Exhibit C) – and all  because  his profile pic got my attention. I too am a fan of rugby union. The LWIW (Look Who I’m With) technique

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How to write better lawyer bios for your website. Don’t make the usual “lawyer mistake”

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Did you know that one of the most visited part of a law firm website is the bio section – especially when your “audience” is a general audience for areas such as family law or workers compensation or personal injury.

TB LL mosaic

 

Many lawyer bios are poorly written – because they are filled with what matters to the lawyer rather than what matters to the potential client.

What a client wants to find out fast is:

1.how can this lawyer help me with my problem NOW
2.what makes this lawyer different or “stand out” in this area
3. will this lawyer be easy to work with?
Here are 3 simple ways to make your bio more audience focussed:

1. Start with the present tense – what you do now – don’t tell chronologically starting with the past tense as lawyers often do

2. Get the audience into the bio – through the word YOU or refer to people similar to the audience

3. Work in what makes you different from most other lawyers – or at least why you are extra good to work with.

In family law, clients want expertise – but they are also looking for empathy and understanding and guidance. Work some of those words in.

 

An easy way to write in the present tense

Write what you do NOW (present tense) rather than all the past tense things like when you got admittED (past tense) as a lawyer and what university you attendED.

Sure, a client can be comforted by knowing you have X years experience and some may care where you went to a certain law school – but instead of saying Larry or Lisa Lawyer was admitted in 2001 – say what you do now – and SAY how many years experience you have (in general terms – more than 10 etc – that way you don’t have to update every year)

Also, work in what makes you different. Mention the law school later – but not up front. I understand in the United States, some top prestigious law schools carry a lot of persuasive weight even with everyday clients.

Many lawyers write chronologically – where they went to law school, when they got admitted, when they joined the firm, when they started in a particular area of law etc.

Just remember: a “general” client wants to know you have experience – but they are more interested in how you can help them NOW.

A growing trend in the US (slowly catching on in Australia) is adding more personal and human attributes of lawyers rather than just their qualifications. (compassionate, empathetic, dedicated etc)

 

This following example shows the above 3 tips: (Be aware that in some jurisdictions you may not be permitted to say you specialise, You may have to say something like you practise extensively in or have extensive experience in…) I use italics – just  to draw your attention to key parts.

 

Larry/Lisa Lawyer specialises (see present tense) in helping parents through the confronting divorce and custody process.

Divorce is always difficult and it can be even more challenging when kids are involved. Larry knows the process – he’s been guiding people like you through the process for more than 10 years.

Larry/Lisa always works to resolve matters as quickly and as cost-effectively as possible through settlement and mediation rather than through a long court process. That’s why he/she has worked hard to develop the extra skills in negotiation and mediation.

(then further down the bio you can mention where you went to law school and any other special qualifications)

Now some lawyers may look at this everyday, casual language and cringe – but I ask you to remember that you are writing for an everyday audience.

So, take a look at YOUR lawyer bios.

1. Do you start with what you can do NOW? Rather than past credentials. You can list the law school, admission date etc later

2. Do you work the audience into the bio by referring to what you do for them?

3. Do you work in what makes you different? Or what you offer that’s extra?

Remember these points are specially relevant for when you have a general public audience.

The bio is technically about YOU – but it’s not really just ABOUT YOU – it’s about how YOU can help your clients!

It’s not just about your legal and academic/career PAST – it’s about your FUTURE relationship with your client.

———

IMPORTANT: This post does not create a consultant-client relationship with any reader. For legal marketing advice you can contact a legal marketing consultant in YOUR area – OR (if you are based in Australia or Singapore/South East Asia) you can engage me in a professional relationship.

OR you can just enjoy reading how other law firms are building business and developing relationships through their Legal Marketing. ENJOY!

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Hi, I’m Tony Biancotti and I help lawyers communicate more effectively with everyday people. I’m a former lawyer turned journalist, communication consultant, and legal marketing maverick.

If you enjoyed this post – Let’s connect:

If you found this post interesting you can follow me and connect with me.

I blog about fun pop culture stuff as well as more serious business communication tips.

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Valuable Social Media lessons from fishing!

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Likeable Lawyer

Do you love fishing?   Do you love social media? Maybe you love both!

I don’t claim to be an exceptional fisherman – but I’m lucky to have mates who are very clever and effective  fishermen.

I just love the “experience of fishing”.  I don’t have to catch a fish to be happy.

Yet with social media and in particular legal marketing – I like to be more “purposeful” and strategic!

marlin fishing

(Instead of Salmon Fishing in the Yemen – this is Marlin Fishing in Mauritius)

I’ve been lucky to have  enjoyed Hemingway-esque marlin fishing adventures in Mauritius – for TV travel reporting assignments of course! This was work!

I’m not one of those wealthy, globe-trotting marlin fishermen!

Marlin fishing1

Most of all, I love to go out fishing in a river or a  creek –  or an estuary – in a “tinny” with my mates – and my son.

Fishing can…

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