It's not what you say, 'but how you say it

When we interview clients on behalf of law firms, the two things we are told they want from their lawyers are someone ?they get on with, don’t feel awkward contacting, and ?feel comfortable discussing ?some fairly major and unsettling subjects with. The second is someone who will give them straightforward, practical ?advice and not hide behind overcomplicated sentences ?and legal jargon.

To give praise where it is ?due, over the last decade the solicitors we work with have definitely become much better at the soft touches. 

We are seeing more and more who are willing to chat on the phone, meet up for an informal coffee, or drop by clients’ premises to have a catch-up. ?We are even seeing more social, personal interest-based events designed to bring teams closer to their clients and their industry contacts.

But I have to be honest: ?in the majority of cases, the praise doesn’t extend to their written content.

Now I understand that, ?from the start of their training, lawyers of all shapes and sizes are taught to look for detail and recognise the nuance in the text in front of them, then cleverly spin that detail and nuance in their clients’ favour. The only trouble is that nuance and ?detail don’t make very entertaining reading.

Let’s go back to the start: what do you think the best way to tick those two very particular boxes might be?

That’s right. The best way ?to tick those two boxes is to provide some straightforward, practical advice, in the plainest of English.

If you would like to take that route and produce content that people will use, enjoy, and – most importantly – respond ?to, consider the three proven tips below.

1. Be informal

First, don’t be afraid of how you speak. When was the last time you said ‘thereby’ when you ?were in the supermarket? ?When did you last say ‘ergo’ ?when you were out for dinner? Exactly. You should always write as you speak – you can even use abbreviations.

In the same way that there is nothing more off-putting than a blog or an article that is written like a thesis, there is nothing more engaging than a piece ?of practical advice that ?comes across like a friend ?(or acquaintance if friend ?erodes into your professional service sensibilities).

Imagine you are talking ?to a friend and replicate the language and points of ?reference you’d usually use. 

2. Be relatable

Second, put yourself in your client’s shoes rather than ?sticking to the letter of the?law. The people who read your content want to know how to tackle something that directly affects them; they don’t want to build up a working knowledge ?of the law.

Always make sure the ?advice you give is practical and straightforward, and don’t sit on the fence. Try to add some clear direction, even if that direction ?is to get in touch with you to discuss it further. 

Also, try to use anonymous examples or case studies to ?put your advice in context. People respond well to stories, and the more you can frame your advice in a situation the reader ?is likely to face, the more likely it will be that they will get in touch with you at some stage. 

3. Use humour

Too many lawyers are still ?a little scared of giving a bit of themselves, especially when they’re writing, but remember that a sense of humour is engaging, not a sign of weakness.

While it is without any real data or due diligence, my experience has been that those who are willing to use a slightly lighter touch and, dare I say it, have a laugh with their clients and contacts are generally ?busier than those who still ?find it awkward.

Now obviously I’m not talking about producing a complete stand-up routine or a best man’s speech every time you write ?(and I’ll be the first to admit that, by their very nature, divorce, employment tribunals, and the Companies Act don’t fit most people’s definition of comedic), but I am talking about using a lighter touch overall.

Coming back to the results ?of the various client research programmes we’ve run, clients say point-blank that they want an adviser with personality ?who they feel at ease with. ?What better way to show you ?fit that particular bill than ?writing with your tongue at ?least slightly in your cheek?

Douglas McPherson is a director at Size 10 ½ Boots @sizetenandahalf  www.tenandahalf.co.uk