Do you find it hard to make your firms stand out in a sea of similar practices? Let's learn how to make your firm the diamond in the rough through compelling copy, and a simple social media plan that takes just 20 minutes a day.

1. Hello!
I’m Bryan Marble
I am here because I want to help more attorneys
reach the goal of running a sustainable small
practice.
You can find me at @LostMahbles on Twitter or
amazelaw.com

2. A Family of Businesses
◇ I grew up in NH, went to school in
NY and returned to build inbound
marketing software for small
businesses.
◇ My wife, Katie is the solo owner of
Marble Employment Law
◇ I run AmazeLaw, a website and
marketing platform for solos and
small firms
◇ We have two kids. Sean (4), Colin (2)

3. A little background on
Slides and discount at:
http://amazelaw.com/nhbar

4. Writing for Clients

5. Lawyers
suck at copy.
It doesn’t take much to stand out.

6. A little tour of the first 3
Google listings for Austin,
TX attorneys...
◇ Names have been blurred to protect the guilty
◇ Literally the first 3 firms, no curation here

7. “
Zzzzz ZZzzzzz……………
#1 must be good right?

8. “
OK, not a pattern yet…#2?
“Our Austin Law Firm is comprised of a
solid team of litigation attorneys whose
expertise and courtroom experience
include representation for clients
covering a broad range of issues.”
—Boring Ass Law Firm, PLLC

9. “
Third times the charm?
The bar is low.

10. Some basic
principles.

11. Stop writing to appeal
to all potential clients.
Start writing to delight
perfect clients.
1

12. Stop writing like this.
No one likes these people.

13. But who are your people?
That’s the fun part.
You get to pick.

14. The more specific the better.
The Basics
◇ Interested in your
practice area
◇ Looking for an
attorney.
◇ Have a pulse
(optional)
Little Deeper
◇ Income level?
◇ Industry?
◇ Job title?
◇ Repeat offender?
◇ Age range?
The Good Stuff™
◇ Do they pay on time?
◇ Do they value your
expertise?
◇ Do they want you to take
charge or just offer
guidance?
◇ Do they know they have a
problem?Where most firms stop.

15. Be explicit about who you
want to work with.
Give them a face and a
name.
Restauranteur Ronnie, Aging Annie, Repeat Ray, Startup
Steve, etc.
Know them like the back
of your hand.

16. Questions to answer...
Emotional Connections
◇ What do they worry about at night?
◇ What are they afraid of?
￭ Why?
￮ Why?
● Why?
◇ What are they hoping for?
◇ How do they describe themselves?
◇ What would they do if they didn’t
have you?
◇ Beyond a legal outcome, why do
they want that outcome?
￭ To impress? To remove worry?
￭ To heal?
Day to Day
◇ What websites do they
frequent?
◇ What activities do they like?
◇ What life events are they going
through?
￭ New house? Getting
married? Kids? Aging
parents? Illness? Divorce?
New job?
Unemployment? Fiscal
problems?
￭ How do those affect their
day to day schedules,
thoughts, priorities, etc.

17. Once you know them like a
best friend...
You can write and engender
trust like a best friend.

18. “
“All things being equal, people will do
business with — and refer business to—
those people they know, like and trust.””
—Bob Burg

19. Stop writing about
yourself.
Every “I/We” should be
questioned.
2

20. “
“People aren’t interested in you. They’re
interested in themselves.”
—Dale Carnegie

21. Me vs. You
Things Lawyers Write
About
Things I Care About
Law School Publications
Name
Phone #
Email
Experience in fields
unrelated to my matter.
Case Law
Clerkships from 1992
Platitudes like they’ll “fight for me.”
or they’re “fair” or that they “work
hard”
Case Law F’ing Case Law!
Do they understand my special
snowflake of a problem?
What are the odds I fork over cash
and regret it afterwards?
Do they REALLY understand what I’m
going through?
In the most vivid way possible, how
will my life be different after I hire
them?
Ballpark, how much moolah?

22. We are divorce specialists.
The law firm of Duey, Cheatem
and Howe are specialists in
divorce and can bring 30 years
of experience to your case.
We’ll fight to make sure your
side is heard.
Example time...
So you’re getting divorced...
You never thought you’d be in this position, but it’s time
to face facts and do what’s right for your family, as hard
as that might be.
You’ve seen horror stories of other dads in your kids’
play groups go through nasty divorces; feeling railroaded
in arbitrations, being unfairly portrayed as deadbeats,
when all they want is a fair settlement that lets everyone
begin the healing process of learning a new way of life.
At Smith Law, we’ve helped hundreds of dads like you
navigate the tough road of divorce while making sure
your rights as a father and your family’s financial future
are protected...

23. Write to evoke emotions.

24. The Busy Solo’s
20-Minute
Social Media
Plan

25. The Process
Buffer
HootSuite
Pocket
(getpocket.com)
Evernote
Curate Schedule Distribute

26. A - Always
B - Be
C - Curating

27. Curate Content on the
Go
Don’t start with a blank
slate every morning.
0

28. When you see a video,
tweet, article that you like
or think your audience
would like...
◇ Add a note to your “system”
￭ URL
￭ Potential Headline (optional)
￭ Comment about the content

29. ProTip: Use Pocket app on
phone and in browser to
save articles and
resources.
Pocket
(getpocket.com)

30. Dedicate Time Every
Morning
Like Checking Email
Make it sacrosanct.
0.5

31. Come up with one
original post per
channel
(5 minutes)
1

32. Arrange curated
content for the day and
write posts to go along
with them.
(10 minutes)
2

33. Schedule posts for the
day and for recurring
posts.
(5 minutes)
3

34. Buffer
Free.
Auto schedule’s for
you. Does not allow
for manual scheduling.
Super easy if you keep
it stocked.
How do I schedule?
HootSuite
Free up to 3 accounts,
$9.99/mo for more.
Allows for fine grained
control. Schedule
same message on
multiple platforms.

35. Time Sensitive Content
Post once on Facebook,
Google+ and LinkedIn.
Consider posting once to
relevent LinkedIn Groups.
Schedule two posts on
Twitter for the day.
What’s the optimal
schedule?
Evergreen Content
Same as Time Sensitive.
Add 3 posts per channel
spread over the next 6-8
weeks.

36. Thanks!
Any questions?
You can find me at:
◇ @LostMahbles
◇ bryan@amazelaw.com
If you found this useful, check out our Marketing Bootcamp. A
detailed marketing plan delivered to your inbox every Monday
morning.
Sign up at https://amazelaw.com/bootcamp.

37. Credits
Special thanks to all the people who made and released
these awesome resources for free:
◇ Presentation template by SlidesCarnival
◇ Photographs by Unsplash