This morning, I finally tackled something I’ve been avoiding: updating my Twitter profile.
My work-related Twitter account had been inactive, and consequently, gained few followers. While this seemingly simple task has been on my “to-do” list for a few weeks, I just couldn’t get into it. I was procrastinating, overthinking, and, worse, questioning my own judgment.
After all, I get paid to understand my client’s market, help develop strategies, and write lawyer bios for a living. I can hear a “pull quote” as I’m interviewing a lawyer to discuss their practice. I can source relevant examples of x, y, and z to continue the conversation. I will delve into what the competition is doing. I share best practices. But I also know the importance of “tone” and “voice” regarding social media. Get it wrong, and you reap a whirlwind of nasty comments, unwelcome trolls, or worse — no one notices — and all that effort is for naught.
So I made a deal with myself, and before starting any other task this morning, I ate the frog.
If you’re not familiar with the “eat the frog” concept, this book, Eat the Frog!: 21 Great Ways to Stop Procrastinating and Get More Done in Less Time can help you get started. Or, you can easily find plenty of articles on Google.
After I had breakfast (!), I went back to my marketing basics. Here’s how I asked – and then answered my own questions:
- What does my prospect need to know about my product or service? I need to clarify the offer. Akin to a well-written meta description when Google displays the correct pages for “bars of soap,” but not “bars near you,” readers want to know exactly what it is you do.
- Who is my audience? The audience is primarily lawyers and legal marketers who work in law firms.
- What phrases will likely grab their attention? I chose “bios,” “practice descriptions,” and “compelling content.”
- How can I infuse insight and personality? In most instances, I know that folks want to hire someone who “gets it.”
With those answers, I wrote the following Twitter profile in relatively short order:
We develop effective bios, practice descriptions, and compelling content for lawyers and legal marketers. You know, the stuff your clients actually care about.
Lastly, I checked Hootsuite’s website to confirm Twitter’s profile character count, which is 160 characters. Their article, How to Write a Good Twitter Bio: Tips, Ideas, and Examples, is an excellent resource.
Turns out, I did good.
On a related note: Our next Attorney Bio Tune-Up program is on July 23. Learn more here.