“Let’s write a book,” said Dick to partners Sally and Jane sitting across from him at the oblong walnut conference table of SDJ Law, LLC.
Both women lifted their heads and stared at him.
“Yes, a book,” he said, “a book for our corporate clients. A book will establish us as experts in our field, encourage the right clients to call and provide helpful information to our clients and colleagues.”
Dick is right. A book, written by you for the benefit of your clients and colleagues, is an innovative marketing tool. Your book can be given to attendees at your next seminar, displayed in your lobby and featured on your website. It is concrete item that prospective clients take home and refer to when they have a need. And, it puts your name and contact information in their hands.
6 Easy steps to put a book together.
First, consider that a book of this type doesn’t have to be a 300-page tome. It can be about 40 to 75 pages or 10,000 to 20,000 words. If your firm has been writing weekly blog posts on your practice for several months, you have a good start on content for a book. Twenty weeks of roughly 500 word posts gives you 10,000 words or enough for a 40-page book.
Second, know your ideal clients and what they need. Most blogs are far to wide-reaching. They try to do too much in too little space. To be effective, you need to narrow the topic down to one small part that is the greatest concern to your clients.
For example, SDJ’s practice handles a wide range of legal matters affecting corporate clients such as contracts, copyright and trademark, annual reports, corporate meetings, employee relations, mergers and acquisitions, etc. They need to narrow the focus of the book to one topic; one that they care about as that will improve the writing. They select contracts as their topic.
Third, now that there is a topic, create a working title and theme for the book. If the topic is annual reports, a title—Understanding the parts of a contract—might work as a start. The theme is: Helping clients understand some basic contract principles.
Fourth, outline your book. You can probably use some of your blog posts from the past and create new ones in the coming months. For our example, SDJ could focus on the various types of contracts clients may have to review.
Fifth, compile your chosen blog posts into one document, add a cover, an introduction, a table of contents and a conclusion and you’re done. Using Amazon Kindle for an e-book or their Create Space for a Print on Demand book takes time to set up, but is free. Other services are available to take over the whole formatting and printing process for a cost.
Sixth, once the book is available, put some in your lobby, link to it on your website and social media and post it under publications on your SBM Member Directory
You now have a book that is helpful to prospective clients and your colleagues and can establish you as a thought leader in your area of practice.
Both women lifted their heads and stared at him.
“Yes, a book,” he said, “a book for our corporate clients. A book will establish us as experts in our field, encourage the right clients to call and provide helpful information to our clients and colleagues.”
Dick is right. A book, written by you for the benefit of your clients and colleagues, is an innovative marketing tool. Your book can be given to attendees at your next seminar, displayed in your lobby and featured on your website. It is concrete item that prospective clients take home and refer to when they have a need. And, it puts your name and contact information in their hands.
6 Easy steps to put a book together.
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| Write a Book for Clients |
Second, know your ideal clients and what they need. Most blogs are far to wide-reaching. They try to do too much in too little space. To be effective, you need to narrow the topic down to one small part that is the greatest concern to your clients.
For example, SDJ’s practice handles a wide range of legal matters affecting corporate clients such as contracts, copyright and trademark, annual reports, corporate meetings, employee relations, mergers and acquisitions, etc. They need to narrow the focus of the book to one topic; one that they care about as that will improve the writing. They select contracts as their topic.
Third, now that there is a topic, create a working title and theme for the book. If the topic is annual reports, a title—Understanding the parts of a contract—might work as a start. The theme is: Helping clients understand some basic contract principles.
Fourth, outline your book. You can probably use some of your blog posts from the past and create new ones in the coming months. For our example, SDJ could focus on the various types of contracts clients may have to review.
Fifth, compile your chosen blog posts into one document, add a cover, an introduction, a table of contents and a conclusion and you’re done. Using Amazon Kindle for an e-book or their Create Space for a Print on Demand book takes time to set up, but is free. Other services are available to take over the whole formatting and printing process for a cost.
Sixth, once the book is available, put some in your lobby, link to it on your website and social media and post it under publications on your SBM Member Directory
You now have a book that is helpful to prospective clients and your colleagues and can establish you as a thought leader in your area of practice.