Writing, Writing Advice

Words to Write By: Practice Group Descriptions

No one ever hired a law firm solely because of the practice group description, but a poor description can drive a prospective client away. That was the focus of a recent writing webinar hosted by the Legal Marketing Association’s PR SIG and led by John Byrne, an experienced law firm marketing professional at Glencoe Media Group, Inc. John emphasized that excellent practice group descriptions are not lead generators but another key point of contact between a law firm and a prospective client who may already knows about the firm. Accordingly, before sitting down to write, it is important to think about: Who is the audience for these words going to be? Will it be a group of in-house lawyers, or possibly a set of non-lawyers? And then write accordingly. John encouraged professionals to interview attorneys before starting the writing process. Ask them why they think clients hire them. All this…

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