Stop Making Your Law Firm Marketing Content So Boring!

law firm marketing content

Have you been throwing tons of money at the latest marketing campaign for your law firm, only to find disappointing results? Do you feel like you’re wasting your money?

You’re probably right.

It’s not that marketing doesn’t work. It does work, when it’s done correctly. Without even looking at your campaign, I can make an educated guess: Your marketing content is just plain boring.

The reason I make this claim so boldly is because poorly written content is the downfall of most marketing campaigns. One study suggests American businesses lose about $400 billion each year from shoddy writing alone. When you have one shot to arrest the attention of a possible client and you waste the moment by shoving boring content in front of them—you might as well throw the money in a dumpster and light a match.

Fortunately, fixing boring marketing content isn’t difficult. Sometimes it’s just a matter of shifting the most captivating statements to the top of the page. At all times, you have two simple objectives:

  1. Capture your prospects’ attention immediately; and
  2. Hold their attention long enough to deliver your message.

Interrupt, Engage, Educate, Offer

To generate the most leads, every well-crafted piece of marketing material will follow these four steps, in this order:

  • Interrupt—Say something interesting/provocative to interrupt the reader/listener’s train of thought. (Your headline should serve this purpose.)
  • Engage—Now that you have their attention, say the next important thing to entice them to keep reading. (Usually accomplished by a sub-headline or the first few words of your text.)
  • Educate—Explain how you’ll solve their problem—in this case, the benefits the client will receive by hiring your law firm. (The body of your text.)
  • Offer—A call to action at the end.

When attorneys write their own marketing copy, quite often they skip to the third step—they try to educate prospects without first interrupting and engaging them. That’s why the content comes off as boring. They haven’t given the reader any reason to keep reading. If you’re guilty of this mistake, it’s no wonder you’re not seeing results.

So What Do You Do Instead?

The following quick tips should start you on the path toward making your law firm marketing content more interesting:

  • Use the headline to touch the client’s hot button issue—their “pain point.” (Interrupt)
  • Use the subheadline to promise a solution to the pain point. (Engage)
  • Spend ample time to get the headline/subheadline right. (These are by far the most important parts of your marketing copy, so they deserve the most time.)
  • Do “A” and “B” testing. (Try different versions of your marketing copy on different segments to see which gets better results. Keep refining in this manner.)

My firm specializes in helping lawyers like you market their law firms more effectively. For more advice on beefing up your marketing content, call us at 888-375-2573.

Richard James

As a result of his track record for achieving what most describe as “phenomenal” growth rates for his clients, Richard James, CEO of Automated Business Results, LLC, is quickly gaining a national reputation as “the Legal Systems Expert.” His secret to success is simple. Richard has devised a seven step system for designing and implementing automated marketing systems that grow your business FAST. If you’re looking to develop a practice that supports your lifestyle rather than completely undermining it, call Richard James today.

More Posts



(888) 375-2573

Stop struggling and start claiming your freedom today!

Begin Your Partners Club Journey!

Related Posts

lead magnets

Let’s talk A.C.E.

Are books no longer effective as lead magnets? I was talking with a very savvy online marketer recently, and I was asking her about a

Lead Conversion

Law Firms and Lead Conversion

Lead Conversion and Good Marketing Tactics Many lawyers fail to see the importance of a good marketing program, while others know that they should have

Marketing Calendars

Attorney Marketing Calendars

Planning Ahead to Market Your Firm Effectively In order to have a higher chance of reaching their business objectives, law firms must integrate appropriate marketing



Ask us a question or leave a message below.

Click on all products/services you are interested in:


Ask us a question or leave a message below.

Click on all products/services you are interested in:


Ask us a question or leave a message below.

Click on all products/services you are interested in:


Know more about how we can help you.

Click on all products/services you are interested in:

attorneys guide to personal and financial freedom book

Stop struggling and start claiming your freedom today!

The Attorney's Guide to Personal & Financial Freedom

Schedule your free meeting with your law firm analyst today and build a system specific to your practice area!