In the distant past, lawyers used to send printed client updates by mail. Those days are long gone. Then came e-mail, rapidly reaching the saturation point.
You don’t want to clog up your clients’ email in-boxes more than you need to, so push things their way through a brief and punchy blog post.
Novice blogger? Fear not: here are some tips.
Don’t write about the law; write about how the law affects the people you serve
- Why should the reader care about this information?
A good way to think about blog writing is to consider it a proxy for speaking
- If you were asked about a particular topic in an elevator, what would you tell the person in 30 seconds?
To be engaging, your blog post should do some or all of the following:
- educate, inspire or entertain
- not be boring – no one wants a tedious and overly technical piece with dozens of footnotes
- have a specific client (or type of client) in mind
- share and initiate a conversation
- introduce why the reader should read the post (online content is judged largely by its headline, especially when readers usually see a list of headlines in their feeds)
- provide quick, practical information on how the content affects the reader
- make the reader want to ask you for further information
Blog-writing is a way of sharing your personality
- Take a look at this piece: http://www.jdsupra.com/legalnews/ghostbusters-compensation-and-compliance-99019/. A bit longer than it could be, but saved by its conversational tone, which lets you know who the author is through his writing style
- Here is another example: http://www.jdsupra.com/legalnews/do-change-orders-need-to-be-in-writing-53159/
Additional resources to help you:
- Top blog authors on JDSupra (http://www.jdsupra.com/readerschoice/2016/) – learn from people who do this well
- This JDSupra article, How One Simple Question Leads to 3 Months of Solid Writing Ideas for Attorney Bloggers, provides a quick and easy exercise to help you prepare and schedule topics