Building a Law Practice One Article at a Time
Autor David A Zetoonyen Limba Engleză Carte – 6 dec 2021
This book covers the principles and context of expertise-driven marketing. It dispels myths about article writing, discusses the core principles that drive expertise-driven marketing, and identifies similarities between relationship-driven marketing and expertise-driven marketing. It contains 8 fundamental rules of effective article writing.
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Specificații
Notă biografică
By David A Zetoony
Cuprins
Acknowledgmentsvii
About the Authorix
Forewordxi
Introductionxv
How To Use This Bookxix
Section I: Expertise-Driven Marketing
1 .Core Principle of Expertise-Driven Marketing1
2 .Myths of Expertise-Driven Marketing3
Myth No 1: Nobody Has Ever Gotten Work from Writing an Article3
Myth No 2: Nobody Ever Gets a New Client from Writing an Article5
Myth No 3:You Need a Title to Market Yourself as an Expert8
Myth No . 4: Clients Don't Read Articles9
Myth No 5: Writing a Single Article Is Expertise-Driven Marketing9
Myth No 6: Writing Three Articles Is Expertise-Driven Marketing10
Myth No . 7: Experts Have a ¿Halö Effect10
Myth No 8: Work Driven by Expertise-Driven Marketing Is Not Portable12
Myth No 9:You Have to Be an ¿Expert¿ to Engage in Expertise-Driven Marketing13
Myth No 10: Publishing an Article Is Giving the Milk Away for Free13
3Five Similarities between Expertise-Driven Marketing and Relationship-Driven Marketing15
4 .Expertise-Driven Marketing Can Facilitate Relationships19
Section II: Rules of Writing
5 .Rule 1: Efficient Writing25
Rule 1 (Efficient Writing): Frequently Asked Questions35
6 .Rule 2: Short41
Rule 2 (Short): Frequently Asked Questions68
7 .Rule 3: Business Practical73
Rule 3 (Business Practical): Frequently Asked Questions82
8 .Rule 4: Shelf Stable87
Rule 4 (Shelf Stable): Frequently Asked Questions95
9 .Rule 5: Recycling and the Rule of Threes99
Rule 5 (Rule of Threes): Frequently Asked Questions108
10 . Rule 6: Metrics113
Rule 6 (Metrics): Frequently Asked Questions130
11 . Rule 7: Repetition and Stockpiling137
Rule 7 (Repetition and Stockpiling): Frequently Asked Questions141
12 . Rule 8: Do It Yourself145
Rule 8 (Do It Yourself): Frequently Asked Questions148
Section III: Additional Considerations
13 . Deviating from the Rules155
14 . Goal Setting157
15 . Developing Expertise161
16 . Choosing Your Area of Expertise165
17 . Campaigns173
18 . Identifying Good Publication Sources175
19 . Social Media179
Contents ¿¿¿ v
Appendix A: Practice Identifying Popular Article Titles183
Practice Sheet 1183
Practice Sheet 2187
Appendix B: Sample Article Structures191
1 . The ¿Overview¿191
2 . The ¿Frequently Asked Question¿194
3 . The ¿Fear Dispeller¿196
4 . The ¿Five-Step Program¿; the ¿Ten-Step Program¿200
5 . The ¿Tracker¿202
6 . The ¿Industry Benchmark¿203
APPENDIX C: Sample Publication Calendars205
JANUARY205
FEBRUARY206
MARCH207
APRIL208
MAY209
JUNE210
JULY211
AUGUST212
SEPTEMBER213
OCTOBER214
NOVEMBER215
DECEMBER216
APPENDIX D: Sheet for Article Self-Analysis217
Index219