The obvious solution to this problem is “don’t brag,” but then, how do you convince people you have never met of what an awesome lawyer you are? What is a blog, if not a place for bragging and self-promotion? How can you make your law firm’s blog brag without wearing out its welcome with prospective clients?
If It Feels Disingenuous, It Probably Is
Just as an experiment, write a paragraph talking about how great you are. Once you get past the easily measurable accomplishments already listed on your resume, such as your law school GPA or articles you have published, it probably makes you cringe to write self-aggrandizing copy, even if you are not an especially self-critical person. Sentences like “Mortimer G. Blogwright, Esq. is an excellent lawyer who shows extraordinary dedication to his profession” grate on the ears, and they should.
Now, as another experiment, write a paragraph about a colleague, perhaps a former classmate from law school, and what makes him or her a good lawyer. You can probably name specific things the person has done that, while they are not listed on the person’s resume, make him or her stand out. Perhaps your classmate found an important piece of information for a case, not by consulting the Law Library but rather a different department of the Library of Congress. When describing your friend, you tell the entire story, instead of trying to summarize it in platitudes like “Lillian Blogsworth, Esq. thinks outside the box.” It’s just easier to write about other people.
Let Other People Brag About You
Perhaps, then, the solution is to let other people talk up your law firm. The best way to leverage this indirect bragging strategy for your blog is to link to content that mentions your law firm or any of its employees in a positive or neutral way. (Cynics call this “link bait,” but it works.) For example, if a partner at your firm spoke about the legal profession at the Career Day event at a local elementary school, link to the newsletter on the school’s website that mentions this, even if the partner is only mentioned by name in a long list of participants.
Then write a post entitled “Mortimer Blogwright of Blogwright, Blogsworth, and Bloggerson Participates in Career Day at Snail Run Elementary.” Write a paragraph about the school’s event and your colleague’s role in it; then include a link to the original content. Linking to other people’s sites is a great way to promote your site and the site to which you have linked.
Let Law Blog Writers Do the Writing
Still feeling creeped out by writing what feels like self-aggrandizing copy? You can count on Law Blog Writers to create original content that strikes just the right tone.