In today’s fast-paced digital world, content that resonates with the client is not just important—it’s essential. Whether you’re drafting LinkedIn posts or creating marketing materials for your law firm, putting the client at the heart of your messaging is key to capturing attention and driving engagement. During a recent content writing workshop, we explored strategies to create more impactful and effective content that speaks directly to your audience’s needs. Here are some valuable insights and tips from that session.
1. Client-Centric Messaging: Shifting the Focus
As marketing professionals, we often make the mistake of focusing too much on our accomplishments. However, clients are primarily concerned with one question: “How can you help me?” To create truly effective content, the focus needs to shift from self-promotion to highlighting the value you offer.
For instance, younger audiences, such as Gen Z, prefer content that is succinct, actionable, and visually appealing. When drafting content, consider incorporating infographics or other visual elements that convey information quickly. Whether you’re writing bios or celebrating your firm’s achievements, always frame the message around understanding your client’s pain points. Show how your services save time, reduce costs, or solve their most pressing issues.
Practical Tip: When writing, start by identifying the specific challenges your clients face. Tailor your messaging to address these issues directly, emphasizing how you can provide solutions and value.
2. Structuring LinkedIn Posts: The Pyramid of Importance
One key takeaway from our workshop was how to convert formal press releases into engaging LinkedIn posts. This process is critical in industries like legal marketing, where clients need quick, digestible information. A helpful framework to follow is the “Pyramid of Importance.”
Start with the headline, which should include the most critical information: who, what, and why it matters. For example, “Thrilled to announce we acted as legal counsel for Company X in its acquisition of Company Y, home to brands A, B, and C.” This grabs attention right away.
Next, add supporting details, like the broader impact of the deal: “This is the third major deal in the last 18 months, solidifying a partnership between two global leaders in the healthcare sector.” Finally, close with less critical information that adds human interest, such as company values or shared community initiatives.
Tip for Success: Ensure your posts are skimmable and clear, with the most important information front and center. This structure allows busy professionals to quickly grasp the key points, making your posts both engaging and effective.
3. Optimizing ChatGPT for Legal Marketing: Precision in Prompts
Legal marketing professionals can also benefit from AI tools like ChatGPT, but using them effectively requires thoughtful prompting. During the workshop, we discussed several strategies to help you get the most from these tools.
Role and Audience Definition: Assign a specific role to ChatGPT, such as “a contract lawyer with expertise in M&A.” This will help shape the tone and depth of the response, ensuring it aligns with the audience’s expectations. Also, define yourself and your audience to provide clarity. For example, as a legal marketer speaking to corporate decision-makers, your content needs to be professional and solution-oriented.
Clarity and Consistency: Provide detailed context in your prompts to avoid vague or off-target responses. If you want a LinkedIn post about legal trends, specify the exact trend, audience interest, and how you want to position your firm. Reiterate key points in the prompt to maintain focus.
Breaking Down Tasks: To improve the quality of output, break large tasks into smaller, more manageable steps. For example, if you’re crafting a legal case study, prompt ChatGPT to write each section separately—introduction, key legal issues, outcomes. This structured approach leads to more precise and tailored content.
Positive Commands: When prompting ChatGPT, use clear, affirmative instructions. Rather than telling it what not to do (e.g., “Don’t use jargon”), phrase it positively: “Use clear, straightforward language.”
Efficiency and Refinement: You don’t need formalities when prompting AI. Focus on giving concise, detailed instructions, and where possible, combine several best practices—role assignment, clear instructions, and example-driven requests—for stronger results.
Finally, Making Every Message Count
In legal marketing, the content you create must not only inform but engage and persuade. By being client-centric, structuring your content thoughtfully, and leveraging tools like ChatGPT with precision, you can create messaging that resonates and drives results. Whether you’re converting a press release into a compelling LinkedIn post or using AI to draft legal summaries, the key is always to stay focused on delivering value to your clients.