Most people who read your content aren’t interested in hearing about the law. Not all the time, anyway, and not in as much detail as might interest another lawyer.

Keep that in mind when you fashion your next blog post, article, or video.

Give ‘em a summary, the highlights, the down-and-dirty version, because if you do more, at some point, they’ll tune out.

“Yes, but. . .” you say. “What should I write about if not my area of expertise?“

Write about the reader. Their life, their business, their industry, their niche, their local market. Write about things they are experiencing and talking about and worried about, or might be soon.

Even if there’s nary a legal issue in sight.

If a legal issue applies, mention it. Explain it (briefly). Provide advice and how-to’s, to warn them, protect them, and add value to their life or business.

But your readers are more interested in themselves, so talk mostly about them.

Of course you should also write about your actual clients, since you know them best of all. Tell their stories, their problems, their cases, and how you helped them.

Real people experiencing real problems or seeking to protect themselves from harm.

Again, mention the law if it’s applicable, but sparingly. Your readers are more interested in hearing about what happened to your clients, and what to do if the same thing happens to them.

What else?

Well, your readers also want to hear about you.

Oh yes they do. Especially if they’re thinking about hiring you or referring you. Yes, you, slayer of problems, bestower of benefits, protector of rights, friend to the friendless.

People want to know about what you do and how you do it.

Tell ‘em.

To do that effectively, you might want to start documenting what you do, so you’ll have it on hand when you need it.

Keep a journal or database and, at the end of each day, make a note about what you did, who you helped, the victories, struggles, defeats, and what you think (and feel) about it all.

Then, when you’re looking for something to write about, you can go back to your log and find something worth sharing.

You may think your account would bore your readers, because to you, it’s just another day doing more of the same. You’re too close to it, my friend. Record the days, step back, come back later, and you’ll be surprised at how interesting your days will be to your readers.

The law itself might be boring; you aren’t.

But even if your stories are as boring as dry toast, your readers will still want to hear them. Because as you tell your stories, you’re also telling your clients’ stories, and to someone who is similarly situated, those stories are endlessly fascinating.

How to write interesting stories

If you like the idea of interviewing lawyers and other people with something to say, don’t be put off by the thought that an interview will take up a lot of time because it doesn’t have to—you can do everything via email.

Including “the interview”. No need to schedule anything or talk to anyone.

Step One: Email (or call if you want to), explain that you’d like to interview them for your blog or newsletter or book, tell them why you chose them and what they get out of it, e.g., exposure, supporting a good cause, etc.

And. . . tell them everything can be done via email and should only take a few minutes of their time.

Step Two: Once they agree, send them 5 to 10 questions and provide some context about your readers—what they do, what they know, what they want to know, and why this is important to them. Thank them for helping and give them a brief window of time to reply, say, a week or so.

Generally, don’t ask yes-or-no questions or questions that invite one or two-word answers. It’s an interview, not a survey. But don’t expect them to write long, detailed answers.

On the other hand, encourage them to add any additional information or thoughts they think your readers might like to know.

Ask for their bio or a link thereto so you can properly “introduce” them. Finally, ask if they have anything they want to promote or offer to your readers.

Step Three: When they respond, do a light edit, write your post (including their intro and offer), send them a copy and thank them again. When your post appears, email a link and yes, thank them again.

Because there’s always next time.

For more about email interviews, see my book

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