Congratulations! You’ve won an award, been honored as an expert, or won a big case. Should you celebrate? How will you spread the word? Should you use your blog to brag about your business accomplishments? Continue reading
What makes you different from the other lawyers in your practice area? What about in your firm? How do you keep potential clients from seeing you as “just another lawyer”? Maybe it’s time you brag a little. Continue reading
How do you become known as an expert in your field? You don’t have to win a groundbreaking case or give a big lecture to a room full of your peers, though both would help. Sometimes, you just need to start writing a blog. Continue reading
Last week was rough. Two instances of white police shooting black men, both with videos led up to several gunmen shooting 11 police officers, killing 5, during a protest. I have a lot of thoughts about all of this. A lot. But here’s why I’m not blogging my thoughts. Continue reading
If you are a general practitioner, you’ve got a lot of work to do to distinguish yourself from the herd. But if you are an in-demand expert, why not write like one? Continue reading
There are countless niche specialties out there. And because they are so specialized, you can quickly become an expert in that small subset of your field. Whether your passion is for medical marijuana defense or equine law, you can quickly become the go-to person in your niche by blogging.
The key is to distinguish yourself from the competition. By carving out a niche from your large practice area, you cut down the number of attorneys vying for your cases. Of the over 3000 Michigan family lawyers only 62 are listed as Collaborative Divorce professionals. By taking the time to focus on that niche you decrease your competition by 98%!
But once you’ve got the expertise you have to let people know about it. Blogging is a great way to do that. Even while you are still learning you can explain the unique quirks of your niche market and begin to make a name for yourself in the field.
Keep up with changes in your niche market. Read every opinion (or article) you can find, and share your knowledge. Whenever you can, get ahead of the curve by writing about upcoming changes or challenges to the law.
By taking these proactive steps, you’ll cultivate an appearance of expertise. Your blog will become a source of news for potential clients, referral sources, and even other attorneys in your broader field. Then when your would-be competitor runs into a case that falls within your niche, you will be the one that pops to mind.
Marketing as an attorney is about creating an image of expertise. Rather than fighting upstream against the thousands of other lawyers who do what you do, target your practice and your marketing on a niche market and turn competitors into referral sources.
If you need help launching your niche blog, contact blogging coach Lisa J. Schmidt for one-on-one assistance.
If you are a new attorney, or just reaching out into an area of law, there will certainly be a lot you don’t know. This can make you feel like you shouldn’t be blogging. After all, you’re no expert. But by putting a little extra research behind your posts, you can become an expert and better serve your clients while also creating solid web content.
No one starts out with all the answers. Even the most seasoned lawyers have to refresh their knowledge from time to time. But it can be intimidating to set out to provide information when you don’t feel like you have it in the first place. Here are some tips to improving your knowledge while creating credible content:
1. Use What You Learn
If you have to research an issue for a client, whether that be international child custody disputes or a contractor’s trust, use what you learn for your next blog. Research is part of a lawyer’s job. While confidentiality will prevent you from sharing your client’s particular situation, there is nothing stopping you from talking about the topic. Speak from your point of strength. Your readers will appreciate your new-found knowledge.
2. Remember, Your Readers Know Less Than You Do
Unless your blog is designed to appeal to your direct competition – which would not be an ideal target market – your readers are going to be less educated about your practice area than you are. Even if you are trying to sort out a basic legal question, your answer is going to be better than what your readers had before. So don’t be afraid to blog on something as simple as the elements of a contract or habitual offender laws. Your articles will still make you seem like an expert.
3. Find a Niche
There are very few areas of the law that don’t have niche markets within them. Find one that fascinates you and read everything you can on it. You will be surprised how quickly you will become an expert. Then focus a series of blogs on that niche and share them with other attorneys looking to refer clients. Suddenly, you will become the go-to person for that sub-specialty, all because you chose to learn about it for your blog.
Researching your blog articles may sometimes feel a bit like writing a book report. But if you think of it as building your expertise, suddenly blogging becomes even more valuable by simultaneously serving as continuing legal education. Learn from what you blog and blog from what you learn and soon you will find that you really are an expert in your field.
If you need help identifying your niche or building your blog, contact blogging coach Lisa Schmidt to help you on your way.