You might think when we say authenticity is key to blogging, we mean you should be writing about yourself. That isn’t what we mean.
Every blog post you publish should be put to one simple test: Are you writing for the reader’s perspective from your perspective? Honestly you could hold any piece of writing to this test, but for now we’ll just stick to blogging. So what do we mean by perspectives & authenticity?
“Are you writing for the reader’s perspective?”
Many times lawyers write about what they find interesting. They write about their accomplishments. They write about benchmark cases, and defining judgements — but more often than not, readers are looking for one thing: A simple answer to what they consider a difficult situation.
Your blogs should be presented as such: Simple solutions to common legal issues. This may not be the most interesting writing to you — but you didn’t start a blog to entertain yourself, you wanted to attract new clients.
So give the reader what they came for: quick answers to common problems! Always ask of your writing, “Is this what my readers need?”
Having trouble visualizing your prospects’ perspective? Don’t be afraid to ask! If you have a healthy email subscription or blog following ask them what they’d like to read about. You’d never guess some of the topics your followers are aching to read about!
“Are you writing from your perspective?”
This one may seem like a no-brainer: If you’re writing the post, then it is from your perspective. But that isn’t quite what we mean. What we mean by “your perspective” is, are you writing something that only you could write?
You’ve grown up, spent eight years in college, you have a long career as a litigator (or you’re just getting started). No matter your story, it is just that: your story. What in your experience and expertise makes you the best lawyer to answer this question. Most lawyers have access to the same books and precedents. It is your story that makes you authentic.
Use that authenticity to connect with prospective clients and secure your position as the lawyer they trust!
Still having trouble finding topics? Turn on the TV! Most of the legal issues the general public face daily are those covered in national and local news. If readers don’t have personal cases at the moment, blog about the cases they’re thinking about. Always show your audience that you’re staying up-to-date on your industry!
“Am I writing for the reader’s perspective? Am I writing from my perspective?” Those two simple questions will keep every blog post focused on the target you’re trying to hit. You will be writing to solve your readers’ problems, while showing them you’re the best man for the job. That is successful blogging!