Why lawyers should sometimes create blogposts for an audience of one

Generalist blogging is good

Blogging is widely recognized as the best means by which lawyers can network online – generating leads, building relationships and expanding a law firm’s brand awareness.  Law firms that blog frequently publish posts about firm events, accolades like directory listings, new partner hires, legal issues — and general industry observations.

While this type of blogging is good for generating general awareness of firm activities and in some cases attracting potential clients – creating blogposts with a single reader in mind – allows a law firm to blend business development with blogging – to increase the number of discussions and new client engagements a law firm secures.

Writing for a single reader is good for business development

Writing for a single reader allows law firms to create highly targeted blogposts which seek to address specific issues or opportunities a potential client might face.  Some examples of this might include creating a blogpost outlining an opportunity to monetize intellectual property that the reader might hold. Or which identifies new potential acquisitions in a desirable new market closely aligned with previous acquisitions the company has made.

Once this type of blogpost is published – the law firm can reach out with a copy of the post – and suggest a time to discuss the opportunity or issue detailed in the post.  The fact that the post was published on a widely read legal blog – gives the potential client reason for confidence that the law firm is capable of assisting (another reason to build a high credibility law blog). This improves the chances for a positive response to a request for a discussion when the outreach by the law firm is cold and with no accompanying custom-made blogpost.

What business-focused bloggers have to say

Seth Godin put it succinctly when he wrote: “Focus on the audience you care about, interacting with the person who matters to you. Your audience, your choice. One person, ten people, the people who need you. Everyone else is merely a bystander.” 

And Jennifer Kane explained it well on her blog when she writes that: “If employing the tactic of writing for one results in just one large contract that keeps your company afloat for a year, that is way more valuable than a 1,000 likes, share or retweets from some amorphous audience…”

I help law firm clients create targeted content focused on one reader – to produce more client pitches and more new clients.  If you would like to discuss how I might help your law firm do the same, please contact me.

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