A simple way to create (a lot) more content


A common reason offered by attorneys who haven’t started a blog or newsletter is that they won’t be able to keep it up. Either they don’t have the time, or they don’t think they’ll have enough to write about.

But. . .

You’ll never run out of ideas to write about. I promise.

Even if you practice in a very narrow niche, the law changes, the cases and clients change, the strategies change, the ideas change, and your readers change.

Besides, you aren’t confined to writing exclusively about the law, nor should you. (Get my Email Marketing Course and you’ll never run out ideas for your newsletter or blog.)

As for the amount of time it takes to write a new article or post, hear ye, hear ye, if you’re taking more than an hour, you’re doing something wrong.

And, you can save yourself a boatload of time if, when you sit down to write an article, you write two articles. Or five.

Here are some ways to do that:

  1. Instead of writing a 2500-word post, write a 300-word post. Save the rest for tomorrow or next week.
  2. Write different versions of the same article for each of your target markets or practice areas. Use the same basic information, change the examples, stories, and tips.
  3. Create a series. This week explain the problem, next week talk about the risks, the following week explain the law, after that present one of the solutions, and keep going: other options, other solutions, different client success stories, things that don’t work, mistakes to avoid in the future, resources, etc.
  4. Interview (by email) 5 other professionals or experts about the subject: What do you think, how do you handle this, what advice would you give to someone in this situation, etc. Add your comments at the end of each piece.
  5. Answers to FAQs. What do new clients and prospective clients usually want to know? Ten questions, ten answers, ten articles.

Life is good when you know what you’re going to write about six weeks in advance.

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