Nail the Message With Copy That Converts

🔥 Writing copy isn’t about sounding smart—it’s about sounding right. In this episode, John and Mike dig into why so many law firms are missing the mark with bloated content that talks at people instead of connecting with them. You’ll learn why clarity crushes cleverness, how to focus your messaging on clients (not colleagues), and what actually makes someone take action when they read your stuff.

📌 Key Takeaways

• Shorter, sharper copy often leads to more conversions.
• Writing for clients requires understanding their pain, not impressing your peers.
• The best-performing content speaks directly and solves real problems fast.

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Chapters

• 0:00 The Struggle with Wordy Copy
• 0:27 Purpose of Copy: Inform vs Convert
• 1:14 Understanding Your Audience's Pain Points
• 1:58 Episode Preview Closing

Transcript

Speaker 1: 0:00

Something that I struggle with a lot and I'm sure someone in the audience listening probably does as well. Hopefully so I'm not the only one is that I add too much fluff to the copy that I create. There's a reason why Eddie, who's another writer, creates our social media captions, but I create the media itself, because he's just able to fine tune it so well media itself because he's just able to fine tune it so well.

Speaker 2: 0:27

Yeah, Well, I think if you're, if you're trying, it depends on what the purpose of the copy is, especially like on the ad side or the social media side is right. Like if you're just trying to inform and engage and all that, like you know, you can get away with some longer copy. But if you're trying to convert and you're trying to grab people's attention right out of the gate and get them to take action, you need shorter copy.

Speaker 2: 0:49

But that's so hard to do yeah because you have so much that you want to try to convey but you probably only have 30, 30, 45, 60 characters to do it and that's like only a few words, yeah, and that's really, really difficult and then on top of that, you also have their attention span too.

Speaker 1: 1:07

So it's like you you only have so many characters, but on top and then on top of that, you only have their attention for so long, I think the.

Speaker 2: 1:14

The key is try to understand your audience's pain point. You know, and especially for lawyers, that's a big thing because, again, I I still talk to so many lawyers who are like, well, I want to make sure that my colleagues, you know, like this content, that it speaks to them and it's like, respectfully, man, like I am not trying to talk to them, yeah, they're not hiring you. Yeah, you know, and you know you can play devil's advocate and be like, well, yeah, but my lawyer colleagues are the ones who send me the most referrals.

Speaker 1: 1:43

Cool. They're not sending you referrals because of your blogs. They're sending you referrals because they know you do good work, right.

Speaker 2: 1:50

And guess who's going to then vet you and read your content to make sure that that makes sense for them to hire you.

Speaker 1: 1:57

Thanks for listening to today's preview from this week's episode. If you would like more clients and better clients for your law firm, go to growmylawfirmfastcom. That's growmylawfirmfastcom, and get started today.