Lawyers love words but use them in an entirely different way from the rest of the world.
People in the legal profession know that they must write (very) lengthy documents to explain exactly what they mean and to make sure there is no ambiguity whatsoever. But in the world of marketing, the rules of the game are completely different. The rule of thumb in marketing is “less is more”!
Think about it – your clients, like everyone else, spend hours in front of a computer. They scroll through their never-ending social media feeds and are exposed to dozens, if not hundreds, of marketing messages every day. In a world like that, each advertiser has very few opportunities to grab the reader’s attention.
Just as a legal mindset is needed to draft a convincing argument, a marketing mindset is crucial for drafting marketing content that says exactly what you want it to say and reflects the unique added value your firm has to offer that is unlike other competing law firms.