On Tuesday I gave you the five questions to ask yourself if you are blogging and it hasn’t led to business. After you have answered the first five, you will be ready to answer these:
- How should you write your post? Your headline is the starting point. Each time you draft one assume that is all your potential reader will see before deciding to read any further. Do not bury the lead. The first sentence and first paragraph are essential. Once again you must answer your potential readers question: “Why should I read this?”
- How long should your post be? I believe it should be no longer than 250-400 words. If you need to write in greater detail, link to a more detailed document.
- What should your style be like? Your paragraphs should be short. Consider posting with a list. I know contractors all like check-lists and I believe other businesses do as well. Make your post conversational as if you were having coffee with the reader. Consider telling a story. I like to add an image to break up the text and make it easier to read.
- What links should you include in your post? As lawyers we like to prove a point. Our clients like support for a point as well. You can find the support in the news, cases or other supporting documents.
- What you should do to get your blog to more potential readers? When you begin blogging, send the first posts to your existing clients and referral sources. Also talk about your blog with your partners and colleagues who have clients who might be interested. If I was still practicing law I would send my blog to each construction association executive I knew personally and ask them to let their members know about the blog. Hopefully you are on LinkedIn and have linked to as many clients, referral sources and those who influence your clients. Post the link to your blog on your LinkedIn page. Post the link with a description on Twitter. Post the link to groups on LinkedIn. I read this great quote on Twitter last Saturday: “If I can’t comment, click a retweet button, or “Like” your blog, it’s called an article.”
- Are you building trust relationships through your blog? Client development is all about building trust based relationships with potential clients. I define that type of relationship from the client’s perspective: He or she is asking: “Can I trust this lawyer to handle my matter?” “What will it be like to work with this lawyer?” Your blog is your opportunity to demonstrate expertise and show potential clients a personal side of you.