Tuesday, August 8, 2023

Blog for Business

Creating a practical business development strategy is a multifaceted endeavor for lawyers, involving considerations beyond their thriving practices. Attorneys grapple with questions about acquiring new clients and achieving revenue targets. While many legal professionals might assume that attending networking events, affiliating with organizations, or wining and dining prospects are the paths to fulfilling business development goals, a lesser acknowledged yet powerful avenue exists - blogging. 

 

Blogging can establish authors as subject matter experts, address clients' pain points, and bring increased traffic to the firm's website – all without demanding an exorbitant investment of time. Outlined below are some invaluable strategies for crafting effective blog posts that can be helpful in achieving business development objectives.

 

Define Your Audience and Message: For starters, ask yourself who is your intended readership. Does your content cater to small-scale entrepreneurs, top-tier executives, or referral sources such as GCs and in-house lawyers? Tailor your tone and depth of discourse to align with their sensibilities. Define your message from the outset, reinforcing it throughout your narrative.

 

Create a Hook: Your blog's title is a lure for readers and important for search algorithms. Additionally, section headers, particularly in more extended posts, can assist readers when searching for pertinent information. You have approximately 20 seconds to captivate your audience, ensure your intro grabs their attention. 

 

Brevity, Simplicity, and Relevance: Opening at length about recent court rulings or legislation seldom captivates readers from the start. Instead, begin with why the topic is relevant and highlight its implications for personal or professional spheres. Writing should favor simplicity and spotlight essential elements, as opposed to using dense legal verbiage. The best blog posts take a conversational approach that spotlights the topic's real-world ramifications.

 

Directing Action: Make sure your readers leave with actionable pathways or lessons learned. Should they revise employee handbooks considering new regulations? Does a precedent-setting case warrant a revamped approach to arbitration clauses? By outlining actionable insights, readers can walk away with a better understanding of their next steps.

 

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