The latest episode of the Legal Mastermind Podcast featured an enlightening discussion with Melanie Herschorn, an expert in book publishing and marketing. Hosted by Ryan Klein, Eric Bersano, and Chase Williams, the podcast dives into Herschorn’s insights on how attorneys can benefit from writing and publishing a book. Whether you’re looking to build your brand, attract new clients, or position yourself as a thought leader in your field, writing a book offers unparalleled opportunities for lawyers.
In this episode, Herschorn emphasizes that the key to a successful book is not only writing and publishing it but also effectively promoting it. She likens an unmarketed book to a doorstop—useful but ultimately ignored. Herschorn demystifies the process of writing a book for busy lawyers, outlining a clear path that balances the demands of legal practice with the creative journey of writing. The episode highlights that writing a book is an attainable goal for any attorney, provided the right strategy and commitment are in place.
Why Lawyers Should Consider Writing a Book
Herschorn begins by addressing why writing a book can be so transformative for lawyers. A book, she explains, elevates an attorney’s professional credibility, positioning them as a thought leader in their niche. Unlike traditional marketing tools like brochures or advertisements, a book has permanence. Even years after it is written, it continues to establish trust and authority with potential clients. Moreover, a book provides attorneys with a platform to share their expertise and insights in a way that is both accessible and informative to the general public.
Many lawyers hesitate at the thought of writing a book, overwhelmed by the perceived time commitment or unsure of what they would write about. However, Herschorn dispels these fears by emphasizing that writing a book doesn’t have to eat into valuable billable hours. The first step is identifying a unique angle or recurring question clients frequently ask. From there, the process becomes much more straightforward. Whether an attorney specializes in family law, business law, or personal injury, every lawyer has insights and experiences that can be translated into valuable content.
Another crucial point Herschorn makes is that a lawyer’s book doesn’t have to be a memoir or an all-encompassing autobiography. The most effective books focus on specific topics within the attorney’s area of expertise. This targeted approach ensures that the book serves as a business development tool, attracting clients who need help with the very issues discussed in the text.
The Process of Writing and Publishing a Book
Herschorn offers practical advice on how attorneys can begin writing a book. She highlights that writing a book is not an all-at-once endeavor. Instead, it is broken down into manageable steps that allow lawyers to balance their workload while working on the project. Some attorneys might find success using voice notes to record their thoughts, while others prefer more structured methods like organizing ideas in chapters. No matter the method, the key is finding what works best for the individual.
The next step is editing, a crucial but often overlooked part of the process. A professional editor can ensure that the book’s message is clear, concise, and compelling. From there, the book needs to be published. Herschorn explains that there are multiple publishing routes available, from traditional publishing to hybrid models. She personally recommends independent publishing, which gives the author complete control over their work and allows them to retain 100% of the royalties.
Marketing is an integral part of the process that attorneys should think about even before they begin writing. A well-marketed book can open doors to speaking engagements, media opportunities, and new clients. Herschorn advises attorneys to weave their book marketing into their overall branding strategy, ensuring that the book becomes a seamless extension of their professional image.
Marketing Your Book for Success
Effective book marketing doesn’t stop with the book’s publication. Herschorn highlights that once the book is out, attorneys should leverage various platforms to promote it. Podcast guesting is one of the most effective ways for lawyers to get their book in front of a new audience. Appearing as a guest on industry-specific podcasts allows attorneys to showcase their expertise while promoting their book to potential clients.
Social media is another powerful tool for marketing a book. By sharing snippets from the book, participating in relevant online groups, and engaging with followers, attorneys can create buzz and increase their book’s visibility. Additionally, Herschorn encourages attorneys to repurpose content from their book into blog posts, articles, or social media updates. This content can be used to keep the conversation about the book alive, ensuring it remains a relevant part of the attorney’s marketing strategy for years to come.
Public speaking is another avenue where a book can serve as a ticket to new opportunities. Many event organizers seek out speakers who have authored books, as it provides a level of authority and credibility. By becoming a published author, attorneys can gain access to more prestigious speaking engagements, further boosting their visibility and attracting new clients.
Grow Your Practice with the Legal Mastermind Podcast
If you’re an attorney looking to elevate your practice, writing a book could be the next step in your journey to becoming a thought leader in your field. As discussed in this episode of the Legal Mastermind Podcast, the benefits of writing and promoting a book are endless. From building trust with potential clients to opening doors to new business opportunities, a book can be one of the most powerful tools in your marketing arsenal.
To learn more about the strategies discussed in this episode, listen to more episodes of the Legal Mastermind Podcast. Market My Market is dedicated to helping law firms grow through innovative marketing solutions. Contact Market My Market today to explore how our marketing expertise can help you achieve your goals. Reach out via our contact form or call (800) 997-7336.