How to Turn Your Marketing Content Into Quotes

By Conroy Creative Counsel Staff on October 7, 2024

Law firms spend a lot of time and effort creating valuable marketing content, from blog posts to case studies and social media posts. One often-overlooked strategy is repurposing this content into quotable snippets that engage potential clients.

Quotes can make your firm’s message more memorable, shareable, and impactful. This step-by-step guide will explore how to turn your marketing content into quotes that resonate with your clients.

1. Identify the Right Location

The first step in creating effective quotes is knowing where to look. Not all content lends itself to being quoted, but there are key places within your law firm’s marketing materials where you can find quotable gems. Some of these locations include:

Blog Posts — Longer pieces like blog posts are full of detailed information, but many paragraphs can turned into powerful quotes. Look for impactful conclusions, key takeaways, or thought-provoking statements that stand out.
Case Studies — Case studies are rich with insights, especially when highlighting successful client outcomes. This type of content can contain quotes that capture a unique solution you provided, a satisfied client’s testimonial, or key legal strategies.
Webinars & Presentations — You likely share insightful and concise information that can easily become a quotable statement during online events. Revisit your slides and recordings to find these nuggets of wisdom.
Social Media Posts — Social media thrives on brief and impactful content. Review your posts for the most liked and shared updates. These are likely already highly quotable.

A good rule of thumb is to seek out content that feels universal or timeless. For example, legal insights that would be valuable to a broad range of potential clients, regardless of the case specifics.

2. Optimize for Length

Next, ensure that the quote you extract is the correct length. A great quote should be long enough to make a meaningful point but short enough to be easily digestible. Remember, the goal is to create something potential clients can quickly understand, share, and remember.

Keep It Concise — Ideally, your quote should be no more than one or two sentences. Long-winded quotes are difficult to digest and don’t capture attention as easily as short, punchy statements.
Remove Excess — Don’t be afraid to trim your content down. Strip away the extra details until you have a clear, sharp message.
Avoid Jargon — If the quote is filled with legal terminology that most people don’t understand, it might not resonate with your audience. Aim for simplicity and clarity, even if the original context was more technical.

For example, instead of “It is imperative that legal professionals in the estate planning sector exercise due diligence in drafting irrevocable trusts,” try: “Diligence in drafting trusts protects your clients’ future.”

3. Focus on Messaging

A key element in creating quotable content is ensuring the messaging aligns with your firm’s brand and client values. Whether the quote is motivational, educational, or promotional, it should always reinforce your firm’s tone and values.

Stay On-Brand — Your law firm has a specific voice, and your quotes should reflect that voice. Whether you want to appear compassionate, authoritative, or approachable, ensure the quote conveys this identity.
Emphasize Value to the Client — The best quotes highlight how your firm adds value or solves a common problem for clients. You want your readers to think, “This firm understands my legal needs.”
Trigger Emotion — The most shareable quotes often trigger an emotional reaction, whether inspiration, relief, or confidence. Tap into the emotional aspect of your legal services.

For example, “Guiding you through legal complexities with confidence and care” is a message that reflects client-centered, compassionate service.

4. Refine for Clarity and Impact

Once you’ve selected the right content and distilled it into a concise, on-brand message, it’s time to refine the quote for maximum impact.

Make It Memorable — Quotes should be easy to remember, so focus on clarity and brevity. Break down complex ideas into digestible, everyday language.
Emphasize Action — When possible, craft quotes that motivate action. Encouraging your clients to take the next step, whether contacting your firm or considering their legal options, can be a powerful tactic.
Test Readability — Read the quote aloud to ensure that it flows smoothly. If it sounds awkward or stilted, keep refining until it feels natural.

With these tips in mind, if your quote initially reads: “Our legal solutions are tailor-made to address your specific estate planning challenges in a way that maximizes value and minimizes risk,” refine it to: “We tailor estate planning solutions to protect your assets and minimize risks.”

5. Emphasize Versatility

Your quotes should be versatile enough to work across different platforms and content formats. A great quote isn’t just something you use once. You can repurpose it across your law firm’s marketing channels.

Social Media Graphics — Turn your quote into an eye-catching graphic for platforms like LinkedIn, Instagram, or Facebook. Pair it with a compelling image to make it stand out.
Email Signatures — Add a well-crafted quote to your email signature as a subtle but effective marketing tool. When you send a message, potential clients are reminded of your expertise.
Client Testimonials — Include the quote from client feedback or a case study on your website’s testimonials page. These quotes build credibility and trust.
Presentations — Reuse your quotes in presentations or webinars. They help underscore critical points and make your material more engaging.

Don’t shy away from repurposing your best quotes in multiple formats. The more times clients see it, the more it reinforces your firm’s message.

Let Conroy Creative Counsel Transform Your Marketing Content into Quotes

Creating memorable, impactful quotes from your marketing content isn’t just about extraction. It requires careful thought, refinement, and strategic deployment.

Whether you need help refining your messaging, designing social media graphics, or integrating quotes into your email campaigns, Conroy Creative Counsel has the expertise to turn your insights into powerful, shareable content. Let us help you create quotes that resonate with potential clients and strengthen your law firm’s online presence.