Ready for some good news? You don’t have to write a better blog or newsletter.
That doesn’t mean you can write junk and call it a day. You have to deliver value and make it interesting enough for your readers to continue to read it.
Because if they stop reading you, they might forget you.
Of course, the more valuable and interesting your content is, the more likely it is that your readers will see why they should talk to you about their situation, and/or share your information with others.
You also want to attract traffic and sign-ups to your blog and newsletter.
But that still doesn’t mean you have to be better.
It means you have to be different.
If you can, write about different topics than the competition. But that’s not the only way to be different.
You can write about the same topics (cases, issues, problems, trends, ideas, methods, etc.) other attorneys write about and still make your content unique.
You can do that by offering a different opinion about the subject than other lawyers offer.
You can do that by offering additional information, examples, and resources than others offer.
But the easiest way to make your content unique is to present it in your own unique voice.
Your voice is a depiction of your unique personality. So, be yourself.
Not your lawyer self, necessarily, your authentic self.
Relax and talk to your reader (one reader, not “everyone”), like you would if you were talking to them over your favorite beverage.
Combine that with stories from your practice and your content will be original and interesting and attract the kinds of people who want to hear what you have to say. And after you’ve said it, come back to hear more.
That’s how you get and keep readers, and how you get and keep clients.
How to write an email newsletter that brings in clients
