Where do I find topics for my blog?

You have the best of intentions when it comes to writing your blog. Perhaps you’ve actually set time aside on your calendar to write that post. You sit in front of the computer and stare at the screen with no ideas bubbling to the surface demanding to be written. Where can you find topics to write for your readers?

Start by pulling over the yellow legal pad, write at the top “What am I asked over and over?”

Write the numbers one through six, one under the other so you’re using the whole pad. Now, without over-thinking it, write what comes to your mind first, then next continuing until you have six. Use as few words as possible to describe those questions. Keep it simple and quick.

Writing your Topics List

Stuck? No ideas?

Think back to discussions with clients on the phone or in person, court hallway conversations, webinar Q & A sessions or queries from strangers you met standing in line at the local coffee shop for your morning coffee. These conversations give you topics that are important to clients and potential clients.

As you remember these questions, you will realize that the questioners aren’t asking about a recent court decision or your latest brief on a discreet legal topic. They are asking about problems that affect their lives. Maybe they are buying a house and want to know about deeds available in Michigan. Or what is a will?

There are two types of blog topics:

1.   First, are topics that are timeless. Such topics as the difference between a legal separation and a divorce.

2.   Second, are timely topics usually found in the form of an analysis of breaking news story, which can be either mainstream or industry-specific.

Once you have the six topics, decide how often you’re going to post your blog. If once a week, you now have six weeks of topics; if every other week, then you have 12 weeks of posts. Put your writing time in your calendar and treat it with the same importance you would a meeting with a client.

On your non-writing weeks, schedule a time to look for news that needs explaining for your clients. They will appreciate your analysis of the situation and be pleased that you are thinking of them. Don’t worry if it’s been done before. You have your own take on the subject written in the light of the concerns of your clients.

Now you have six to 12 weeks of blog post topics. As you work your way through your list and you get more questions from clients, friends and acquaintances, you will find yourself adding to the list and never being at a loss for a topic for your blog.

  

6 Ways to Write Good Endings

“I don’t know how to end this blog post,” said Linda to brother Lance. He looked up at her standing in his office doorway, holding a yellow legal pad covered with crossed out sentences.

“Endings are hard,” said Lance. “They are as important as the beginning. Maybe more so, since the ending is your last chance to move your reader to action.”

Lance is right. A well-written ending can inspire your readers to:

• Leave a comment starting a new conversation
• Subscribe to your blog
• Share your post using social media
• Use the on-line scheduler on your SBM Member Directory profile to request an appointment

What are some effective #ending techniques for blog posts?

good endings=good beginnings

1. Tell the reader what to do next. Include a call-to-action in the conclusion such as containing links to more information on the topic either on your blog or on outside resource or ask the reader to share your blog post.
2. Come full circle. If your pressed for time, simply look at how you started the article and rephrase or reframe it for your ending. Using your introduction to inspire your ending gives your readers a satisfying sense of closure. 
3. Like the TV shows in their finales, end with a cliffhanger. A good cliffhanger leaves your audience wanting more. It continues the experience in their imagination of what comes next. Let them know the topic of your next blog, which expands or clarifies a point raised in this blog. This will encourage them to return or to subscribe. 
4. Use your last paragraph to drive home the most important point in your blog. Focus on the one thing you want your reader to remember. 
5. Make it short. The reader realizes it’s coming to an end so wrap it up in a few sentences and don’t include any new material. 
6. Title it Conclusion in bold. It’s straightforward and direct. The reader knows this is the end. 

Now I’ve come to the end of an article about endings. What am I going to do?

I could summarize the main points above, however, I think the main point is to use your ending to inspire readers to keep reading your blog. Give them a call to action. Linda will do this by adding links to other sources of information on her Elder Law topic.

I will end by urging you to tune in two weeks from now to learn how to find topics for your blog.

Is there anyone out there?

Memorial Day is here, summer is about to begin and life may slow down a little. So it’s probably time to review how your Internet marketing efforts are progressing. Let’s assume, for example, that your website has been up and running for some time and you’ve been reasonably faithful posting to your blog. Has the feedback on your site been restricted to casual comments from clients or colleagues?

There is a better way.

You need an analytics program. A program such as Google Analytics, which is free, can be incredibly useful. It can track the traffic to your site and help you answer all kinds of questions such as:

• How many people visit my website?
• How do they get there?
• What pages are most popular?
• How long do they stay?
• Where do the users live? or
• Are they using a mobile device and, if so, which one?

To install Google Analytics, you first need a Google Account—the same one you use for Gmail, Google Drive or Google+. Go to Google Analytics and click the sign in button in the top right-hand corner, sign in and follow the directions to set up Analytics on your webpage. (If that fails, find a techie type to do it for you. I did.)

To judge the effectiveness of your site, you’ll want to know how many visitors stop by and how long they stay. The overview report will tell you the number of visitors. The statistic, called bounce rate, tells you the percentage of people who leave your site after seeing one page.

If your bounce rate, for example, is 75%, it means that ¾th of your visitors left after one page. A bounce rate of 50% or less is considered good. If your rate is 50% to 70% your site could use some revising and, if higher, a complete overhaul may be needed. There is a statistic for “Average Session Duration” telling how long visitors stayed on the site. If there is a high bounce rate but visitors are staying for more than 10 seconds—then maybe a little updating of the site will do the job.

You also want to know how your readers got to your page. Again, Google has the answer. To find an overview of all your traffic sources click on Acquisition > All Traffic > Channels. This report tells you the number of people finding you through:

• Direct--people typing your site name in their browser,
• Social networks,
• Referral--links from other sites to get to you,
• Email, or
• People clicking through from search engines.

Want to know how your Tweets, posts on Facebook or LinkedIn are working?

Google has a report on social media found under Admin on the main page. Click on Acquisition > Social > Network referrals. At-a-glance, you can see which social network sends you the most visits to your website. The report is available in numbers—most to least—or as a pie chart.

The amount of information available from Google Analytics is extensive. If you want to narrow the results, you can set up goals for your traffic statistics. Using the goals template found on the main page under Admin, you decide which actions you value most whether it’s time on the page or how visitors found you or if they landed on a particular page on your website. For example, you could set up a thank you page for a contact form submission. Once established Google will track how many visitors completed the form and received a Thank-you, giving you the number of visitors who took action or the conversion rate.

Knowing what is working on your website is vital to your marketing campaign. Google Analytics can help you find some answers.

Twitter in 2016

Twitter, a social media platform, which began as a way for friends to stay in touch, has grown to be both a networking tool and news source. Adding Twitter to your marketing plans gives you a way to connect with your peers, state and local bar associations and potential clients. It is an easy to use, inexpensive way to promote your firm.

Twitter is social. To get the most out of Twitter, remember its social relationship aspect. It is a conversation, which means you should respond to your follower’s tweets with a comment, re-tweet (forward a tweet to your followers) or indicating a tweet as a favorite.

Twitter is a news source. Spend a little time to find and post interesting news items that relate to your clients. Rather than simply tweeting copies of your followers, find something humorous, unique or insightful to share. If another has posted a bit of breaking news, add a comment to help readers understand it.

Twitter can boost your reputation. Tweeting interesting content for the general public can bring visitors to your website and build relationships. Adopting a friendly tone can ease consumer’s angst at contacting an attorney. Consumers are more likely to call someone who seems approachable.

Twitter promotes your firm. When you write a new blog post of interest to your clients, tweet about it. If you are featured in your local paper or going to speak at an event, let your followers know with a tweet.

Twitter tips:

• Limit your tweets to interesting information relevant to your practice.
• Set up a realistic schedule for posting—one you can live with—once a day, once every two days---don’t be an absentee tweeter.
• Read before you post. Sending out tweets full of errors does nothing for your reputation. Read tweets carefully to be sure they say what you want them to say.
• Should “trolls” or critics appear, don’t reply. Let it go.

The experts recommend that of ten tweets, five should post links to news articles, blogs, newsletters, three are interactions with other twitter users, one for your promotional materials and one for personal interests. It’s very possible someone in Twitter land enjoys sailing or knitting or the opera and would like to set up a conversation.

Remember that everything you write is public and can’t be erased. And you know to never give legal advice or answer complicated legal questions--stick with news and posts in your area of practice. If in doubt about the content of your tweet, call your State Bar Association for information.

Twitter can be a great resource of information, a place for you to network with other lawyers in your area of expertise or your city, a way to keep in touch with clients and develop your personal brand. Use it wisely and, over time, you will add followers, build relationships with potential clients and your practice will grow.

How to Network Face to Face

Face to face networking should be a big part of your marketing plans.

Meeting people face to face, sharing experiences, ideas and interests is a valuable opportunity to keep your name and practice a step ahead. Meeting in person lets your online acquaintances put a face to the name they see on the blog or e-mail or website and helps build trust while creating a positive rapport for future discussions.

In person networking takes time and there is a slight risk you will be off your game that day. Be that as it may, face to face meetings are an opportunity to build stronger and mutually beneficial relationships. And, don’t forget, professional networking can take place at dinners, social events, your child’s football or dance recital and even in elevators.

Networking at a reception

Once the decision to network in-person is made, the next questions are: “Who is your ideal client? And, what trade, industry or civic groups would they join?”

For example, if you’re are an animal law attorney, you might attend animal law conferences, volunteer at the local zoo or animal shelter or offer a workshop on establishing a trust for your pet. You can’t be everywhere so research to find associations that permit meaningful involvement and have active committees you can join. Simply joining the group isn’t enough—think about where your interests lie and what skills you can offer. Come to be known as a person who can add value to the group.

Before you attend an event, think about how to make the most of your time:

• Pinpoint your networking goal,
• Discover who will be there, decide who you want to meet and ask yourself what you want to know about them,
• Have a 10 second introduction ready. People want to know both your name and area of practice, and
• Think about what you have to give to others. 

Now you’re at the event, it’s the cocktail hour, everyone is milling around. Some of you are naturals at these events—you can schmooze with the best of them. Most of us could use some opening lines, such as:

1. How long have you been a member of this organization?
2. What keeps you busy outside of your practice?
3. What got you interested in ________________?
4. I read your book, blog, article …,
5. I just saw on LinkedIn that we went to the same college.

Leave the conversation gracefully. You can do this by introducing the person to a new arrival if known or simply comment on how much you’ve enjoyed talking with them and excuse yourself. Then move on.

You aren’t done simply because the event is over. If you promised a follow-up, do it or you will lose credibility that you can never get back. Within a week of the event, follow through with your new or recharged contacts. If you provided them with promised information, or introduced them to a new contact check to see if things worked out.

A healthy network is made up of contacts from all parts of your life. Be sure your family, friends, acquaintances, vendors at the office, your staff and court staff all know what type of law you practice. Face to face networking added to your Internet campaign will help your practice grow.

Face to Face Networking

Use a Story to Grab Your Reader

Once upon a time; it was a dark and stormy night; the cell was 8 feet by 10 feet--these are opening lines to a story--lines the writer hopes will keep you reading on. Since the beginning of time, stories have been used to entertain,
teach lessons and pass on the values of a culture.

Today, businesses and professionals use stories to connect with their audience. Readers appreciate a story that can make complex laws or court decisions understandable and relatable. Simply stating the facts of the matter loses readers, but stories with characters with identifiable problems engage more of the brain and keep the reader on the page.

Why use stories?

• Stories can simplify complicated issues.
• A story helps consumers adopt a new idea.
• Stories make concepts memorable.
• A story can inspire consumers to act.

What makes a good story?

Here’s where the realm of fiction comes to aid of the world of non-fiction.

Each story has a beginning, a middle and an end. The main character is challenged in the beginning, tested in the middle and solves the problem in the end. Assume your article is about how consumers find lawyers. You could start with Candy Consumer staring at her computer, trying to decide what search terms to put in the Google search box. She types in some words and soon is on her way. The story gives a background for you to move into a discussion of how to find a lawyer on the Internet.

In the world of the law, all cases start with the facts, the story or problem the client brings to you. You take those facts and search the law to find resolutions to the client’s problems.

For example, perhaps many of your clients ask about Wills and Powers of Attorney. So, when you write a new blog post for your website, create a fictional couple in their late 50’s with grown children who want to know the difference between a will and powers of attorney. You have set up the problem using a story format, now you can define a will and a power of attorney in general terms thereby helping readers to understand what they are and when each is used.

Not all blog posts need to start with a story, however, every once in a while give it a try. Stories can build trust around the writer, draw the reader in, making them willing to learn a little law and motivate a consumer to contact you.

What is Your Brand of Lawyering?

The other night Geoffrey Feiger and Sam Bernstein both ran ads on the evening television. Feiger stressed the fight; “you don’t want Geoffrey Feiger across from you in the courtroom.” Bernstein was more about our family helping your family.

Both are personal injury firms, however, the difference in branding is clearly apparent. Both offer large awards—Feiger through aggressive confrontation; Bernstein portrays a calm, tough litigation style.

Their marketing approach supports their brand. Feiger emphases the battle—clients expect a fight. The Feiger Law Firm font, colors and style are harsh, tough, confrontational. Bernstein, on the other hand, uses warm colors, pictures of the family and the message is clients are family and we’re here to help.

Branding

Branding is the cornerstone of your practice. It is the framework, the basis of all your marketing decisions and the way you communicate your values as a lawyer. It tells consumers what you are and how you practice law. And, if they like what you are and how you practice, they will hire you and refer others to your door. Your particular brand is what pulls people to you.

Branding v Reputation

Brand is not the same as reputation. Brand focuses on what type of service the firm promises to its clients. The brand is how the customer differentiates your service from that of another firm. Your brand helps communicate that your firm’s services are uniquely qualified to meet a client’s needs. Its strength depends on how well you fulfill your promise to your clients over time.

Reputation is a concept that focuses on the credibility and respect your firm has with employees, other lawyers, the community as well as customers. Your reputation is affected by your financial performance, management skills, treatment of employees and handling of ethical issues. A strong reputation is important because you depend on the goodwill of the local community in which you operate to be successful.

Consistency protects brands

To protect your brand, it’s important to be consistent. Successful law firm brands will be those that provide a consistent client experience. Law firms also need to be consistent in the physical expression of their brand such as using the same colors, logo, imagery and promotional language over a period of time so as to be easily recognizable to their present and future clients. Placing the firm name or using the wrong words in the wrong place can damage the firm image. An elder law firm would not use the same images or words as a litigation firm. Brand consistency is a factor in achieving recognition.

How do I find my brand?

Spend some quiet time thinking and you will discover your brand. A brand that will complement your marketing strategy, reflect who you are and be consistent in how the firm is perceived. The right brand is the foundation of a successful practice. It will resonate with your target clients. Be sure to understand and protect yours.