We’ve already discussed how important content marketing is for an attorney to build a book of a cannabis business, but I regularly encounter attorneys who are hesitant to put themselves out there. Attorneys are particularly susceptible to thinking that only video/audio content that is professionally produced and edited should be distributed. This couldn’t be farther from the truth–substance is far more important than form in this context. The question becomes: what has changed? My theory is that the financial barrier to entry to advertise in the form of commercials, print, etc. was sufficiently high so as to put attorneys who could afford to run these ads ahead of their competition. The internet and technology advances (cellphones, in particular) have since leveled the playing field and provided a platform for very little to zero cost. Glorified sales pitches, therefore, simply will not hack it in an environment when other attorneys are not only able to produce valuable content, but also interact directly with potential clients and track those interactions. Stop worrying about production quality, and start focusing on producing content that provides true value to potential clients.
DISCLAIMER: THIS INFORMATION IS STRICTLY EDUCATIONAL AND DOES NOT CONSTITUTE LEGAL ADVICE.