Estate planning and Elder Law attorneys hear the stories every day of families who do wonderful things for each other, as well as families who tear each other apart. Both scenarios offer valuable lessons in how estate planning and Elder Law attorneys find solutions to client problems. At more than a few points in your career, we’re sure that you have said “I should write a book, because no one will believe what I’m dealing with.” And you should, because a book is a terrific way to market yourself and your law practice.
How small is your town? Even if you are in the biggest city, you’ll need to change names and some fact patterns to make sure that no one is recognizable. You have an ethical and moral duty to your clients to keep their lives private, so make sure you mix things up. Fiction writers do this all the time.
Keep in mind the purpose of the book. It’s not about airing private battles, but about educating prospects about how you can help them. That means walking a delicate and thoughtful line between the stories we know you can tell and how your skills as an estate planning and Elder Law attorney solve problems.
Have a few editors. By their nature, most attorneys are good writers, but not all are gifted storytellers Identify three or four critical readers who are willing to give you honest and constructive feedback. When they express an opinion, don’t dismiss their comments. Then ask someone who knows nothing about what you do to read the book and get their opinion.
Share your knowledge but use plain English. The language that you use every day is not the same that is used by clients and prospects. For a book of any kind to succeed, it has to have the ability to explain complex concepts in easily-understood plain language. Save your law school Latin for the legal journal—keep this one straightforward and simple.
It doesn’t have to be encyclopedic. Just because you are not limited by pages doesn’t mean that your eBook should the size of an encyclopedia. Consider the topics that get the most questions and seem the most challenging for your clients. Add to that the basics that you know people need to know. Remember that today’s readers appreciate brevity.
Create a cover and use quality images. A book cover has to be compelling and attractive, whether it’s digital or paper. Ideally, the book aligns with your website, which aligns with all elements of your branding. If you’re not sure about design elements, submit a support ticket.
Promote, promote, promote. Once your book is on your website, use every form of social media to promote it. Use an excerpted chapter or section for a blog post. Add a link on your signature block. If you are speaking somewhere, create a flyer about the book.