Recently, an attorney mentioned that she has trouble coming up with effective article headlines for her blog. It’s a common challenge, so I’ve designed a two-tiered approach to inspire her genius and yours. No need to reinvent the wheel. I see part of my job as to make your life and your law firm a lot easier for you – or I should say, help you to make your own life and law firm easier for you.
Quick Background: Neuroscience, Psychology, and The Fear Factor
Consider what we know about people and their strongest motivations. Humans will act to protect something they have and are afraid of losing much more easily and quickly than they’ll act to obtain those same things. Think health, time, money, control, reputation, protection, peace of mind.
Because you and I are attorneys and our job is to let our fellow humans know how we can help them, the fear factor (i.e. fear of losing something they have) is the most captivating marketing message we can use. Though it doesn’t mean you shouldn’t use other motivators (as exampled below), be sure to keep loss motivators in mind when selecting topics and writing your blog.
Headline Hacks: Real Client Questions
First, use real client questions. I know you answer the same questions over and over again – and tell the same stories. Every time that happens, let your noggin alarm (ding, ding, ding) inspire you to jot down those questions in your clients’ words. Those questions are million dollar materials, so use them as headlines. Your prospects will be amazed that you’ve read their minds.
Headline Hacks: Proven Templates
Second, use these proven templates to address common concerns and goals.
Here are examples for your use:
~ Don’t Do These [number] Things When [something happens]
~ 3 Ways to [something]
~ The Top [number] Ways to [something]
~ The BIG [something] Hoax
~ 4 Things Your [someone] Needs to Hear
~ How Safe is Your [something] from [something]?
~ The Shocking Truth About [something]
~ 6 Lies [someone/some group] Like to Tell
~ Are [some group/persons] Gambling with Your [something]?
~ 5 Ways to Protect Yourself
~ 3 Things Your [someone/some group] Won’t Tell You
~ [Your ideal client] ALERT: How to Avoid the [something] Scam
~ Warning: [something]
~ How to Take Charge of Your [some problem]
~ How to [do something] in [time frame]
~ Do [something] Like [famous person]
~ How to [do something] Even if [some roadblock]
~ [something] Zen
These same headlines make excellent media pitches. Getting the media to recognize you as a subject matter expert is money in the bank. Think: “And coming up at the top of the hour, Attorney JoAnna Jones shares How to Take Charge of Your Future with a Prenup.”
They also make effective titles for building your house list with opt-ins, followed by email drip campaigns. Think, “5 Ways to Keep Your Family and Money Out of Court” or “7 Ways to Avoid the Pain of Probate.”
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