I’ve coached at least 100 lawyers who are blogging.

You likely recall that I describe blogging as a conversation with the reader designed to build rapport and a trust based relationship.

I tell lawyers you can’t do that if you write a blog like it is a brief for a federal circuit court. You need to write the way you talk.

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Recently Seth Godin made the same point about business writing. He wrote: The simple way to get better at business writing. His main point:

Don’t do business writing…Write like you talk instead.

Look at your last blog post. Is it written the way you would explain the issue to me if we were having coffee? Will I get to know you better after reading your post?