Presenting a 'Human Face' to your Clients
Click below to read an article, published in a recent bulletin of the Law Society -
WHY LAWYERS SHOULD WRITE FOR THE BLOKE WHO STOLE THE CHICKENS
I work with Law Firms to write copy that is professional, informative and compelling.
I write in a way that sweeps away the waffle and helps your clients understand quickly and clearly about
the services you offer
how you can help them
Copy for Brochures
Letters of Introduction
Templates for Client Letters
With carefully and sparingly chosen words, I'll write words for your practice with one aim in mind -
To grab and keep the attention of your clients both new and old.
SEO - Search Engine Optimisation
When we write for law firms, we always write in an SEO friendly manner..
We keep up to date with the latest Google algorithms.
Your website will climb the Search Engines - and stay there!
"In our sector we just don’t know how to communicate with clients in a 'human' way."
I've lost count of the number of times I've heard lawyers make this confession.
It’s hardly their fault.
How could they possibly have learned this skill?
Since university, they’ve spoken and written only in ‘legalese’.
It’s the only language they know.
So many clients, both potential and current, are turned off by the convoluted and long-winded communications they receive.
In short, lawyers often end up alienating clients by sounding like, well, lawyers.
Here’s just one example –
“I acknowledge receipt of your letter dated the 2nd of April. The purpose of my suggestion that my client purchases an area of land from yourself is that this can be done right up to your clearly defined boundary in which case notwithstanding that the plan is primarily for identification purposes on the ground the position of the boundary would be clearly ascertainable this in our opinion would overcome the existing problem.”
Use the Copywriter's Craft to Engage with Your Clients
Begin with your audience. Always, always, always think about the person who’ll be reading your words. Don’t try and impress them with your knowledge of long legal words and expressions. It won’t work. Instead – impress them with your ability to get across your points briefly and clearly. If your client understands your advice, she or he is much more likely to act on it!
Where you need to explain something technical, do it simply. Imagine your doctor talked to you about metatarsals, tarsals and phalanges, when they were really just telling you about your toes and feet?
Your reader will almost certainly have no interest in the law unless it relates to their current situation. So – unless they’re absolutely necessary, leave out the legal technicalities and case names.
Use pronouns or proper names. Avoid ‘respondent’ and ‘appellant’. Use ‘seller’, not ‘vendor’
Avoid words that aren’t part of normal English. No one we’ve ever met starts sentences with ‘Absent’, ‘Hitherto’ or ‘Notwithstanding’. Writing like that doesn’t make you sound more ‘expert’; it just makes you sound pompous and out of touch. When you really must use a legal term, give a simple English explanation.
If you really feel you can’t make these changes in the way you write to your clients, find yourself a Copywriter who can!
How I work
I love writing for law firms.
I know how to represent them in a way that will make their clients feel truly ‘engaged’.
I'll sit down with you and find out about your practice, about what makes you special
your fields of expertise
your company ethos
Just as important, I'll find out about your clients - what makes them tick?
I'll work with you to write copy that presents your practice in a truly professional yet engaging light.
Your copy will explains clearly and simply the services you offer,
inspiring your clients to pick up the phone and find out more!
Have we inspired you?
I do hope so.
To find out more call today on
01604 378495 or 07703 472207