Hemingway was a master of lean writing. If he was in charge of your newsletter or blog, he would probably tell you that ‘less is more’—that you will often be more effective in your “story telling” and persuasion by writing fewer words.

As long as you choose the right words.

To prove his point, it was rumored that Hemingway wrote the following short story, consisting of only six words:

“For sale. Baby shoes. Never worn.”

A powerful and poignant story that captures the readers’ imagination and makes them want to know more.

In just six words.

My posts and articles aren’t that brief, or that good, and I’m not suggesting you should use this as the standard for yours. My point is that your blog posts and articles can convey big ideas in small spaces.

A few hundred words are plenty. A few paragraphs might be all that you need.

Make most of your posts short enough that they can be read in a minute or two. If you use the right words, your readers will gobble them up and hunger for more.

How to write newsletters that bring in repeat business and referrals

Notice the word “tips” in the title of this post? I recently said I rarely use that word to describe things I write because it suggests something common and of lesser value. I’m using it here to illustrate that there are exceptions.

It’s okay to use the word when you’re sharing quick ideas, short bits of information, a list of resources or recommendations.

It’s also okay to use the word because you want to.

But always consider when you might use a more powerful alternative.

Today, I’m using the word because it fits this article—simple practices that allow you to write brief articles in less time.

As you know, I write an article every weekday. Here’s how I do it:

1. No research. Write from your knowledge and experience, from something in your notes or files, something you read, watched, observed, or thought.
2. Collect ideas. Set up a file and save articles, notes, observations, quotes, and fleeting ideas you find or think of throughout your day. When you have hundreds of ideas at your fingertips, you never want for something to write about.
3. Choose your topic the night before. Your subconscious mind will “work” on the idea overnight and the next day, you won’t have to decide what to write. You can sit down and write it.
4. Short and simple. A few paragraphs are fine. A few hundred words are plenty. Don’t obsess over images, SEO, link building, or formatting.
5. Watch the time. Give yourself 20 or 30 minutes to finish (at least the first draft). Train yourself to write, publish, and get on with your day. Adopt the motto: “Done is better than perfect.”
   
   Bonus tip: write often. The more you write, the quicker you get.
   
   For more ways to write quicker (and better), get this

Most people don’t have time to read your blog posts and articles. That includes mine. At best, they’ll give you a few seconds and skim.

But that’s enough.

It’s enough to give them a nugget or two of information they can tuck away in their minds or their notes. It’s enough to show them you know what you’re doing and deserve a return visit. It’s enough to let them know you’ve helped others like them and you can help them, too.

It’s enough, but only if you do a few things.

First, avoid the “wall of text”. Make your article look inviting and easy to scan:

• Headlines that get attention and pique curiosity
• Short articles that look like they can be consumed in a few minutes
• Short paragraphs and sentences
• Bullet points, numbered lists, sub-heads
• Bold, CAPS, indents, and other visual cues
• Images, graphics, simple charts or tables
• Minimal citations/hyperlinks, if any

Second, make it interesting to read and relevant to your reader:

• Get to the point—and stay there
• Ask questions, to draw them in, make them think, and keep them reading to find out the answer
• Include surprising statements, statistics, inside information, opinions
• Stories about people like your reader
• Quotes from clients, experts, influential people
• Imagery—show what happened or what will happen
• Conversational tone; active voice
• Repetition to clarify and sell your points
• Simple language, vocabulary; even for a sophisticated audience
• Point out the risks but be mostly positive
• A light touch, where appropriate
• Share contrasting views, arguments, stories
• Involvement—ask them to do something (while reading)
• Call to action—ask them to do something (when they’re done)

There’s more you can do to make your articles interesting (and easy to skim) but if you do only some of the above, you’ll find more people consuming your articles and eager to hear more.

How to write a newsletter that brings in clients

“What should I write about?” asks many an attorney.

“That’s simple,” comes the answer. “Write what you know.“

Here’s the thing. What’s obvious and basic to you is obscure and complicated to your readers. They don’t know what you know. If they did, they wouldn’t be reading you or hiring you.

Write about something that’s obvious to you, because it’s not obvious to them.

Unless you’re writing to other lawyers, of course.

In which case, write about the kinds of things you would talk to them about if you were speaking to them. Shop talk—strategy, interesting cases, new laws, or your thoughts about something that might interest them because it interests you.

But if you’re writing to lay people, however sophisticated and intelligent they may be, you don’t need to give it much thought. Write about something you know well, something you could rattle off the top of your head in less time than it takes to ask, “What should I write about?”

You know this stuff, remember?

It might help to imagine you’re writing to a specific client, teaching him something about the law, procedure, or process. Or telling him about an interesting case you had (or heard about), explaining what happened and why it could be important to him.

You could give him a peek behind the curtain and show him what you do when you meet with a new client. What do you ask? What do you tell him? Do you fill out any forms? What’s on them? What do you do with the information?

Do you explain “what happens next?” Give him a quick rundown now so he can see what it will be like to work with you.

It doesn’t really matter what you write because your reader doesn’t know any of this and you know everything. He will see you as the expert and the solution to his problem, so make sure you also tell him what to do to get started.

How to write a newsletter that brings in business