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‘Tis the season in which lawyers make New Year’s resolutions, and so does everyone else. As a lawyer, you cannot afford to procrastinate. Therefore, you have already decided on your personal and professional New Year’s resolutions, but those are not what concerns us in this post. Your law firm’s blog is utterly unconcerned with what you decide to eat this year or how much you spend on SEO.

The MyShingle Post on Selling Clients Their Own Dreams

A post on the MyShingle website encourages lawyers to advertise the things that clients can do with a lawyer’s help, rather than advertising the legal services themselves. It focused on graphics and slogans rather than blog posts; for example, it recommended a graphic of a person moving into a new house with the caption “fresh start” for a law firm that handles divorce cases or represents people filing for bankruptcy. It is possible to apply the principle to blogs, too. Here are some examples.

· If you are a criminal defense lawyer, research news archives and find stories about people who have achieved career success after having their criminal records expunged. End with a call to action encouraging readers to contact you to help them get their criminal convictions expunged.

· If you are a family law attorney, describe the ways in which filing or modifying a parenting plan can help a financially strapped single mom simplify her life. (If she is reading your post in January, she has probably just made a resolution to earn more money and reduce her spending.) If she knows that the children will spend every Friday and Saturday night with their dad, she can take a second job waiting tables on those evenings without having to pay for childcare and sleep in on Saturday and Sunday mornings to rest up for another week as a single mom with two jobs. Meanwhile, she can watch her debts shrink and her savings grow.

· If you are an estate planning lawyer, bust the stereotype about trust fund babies. Write about real-life examples of young adults who graduated from college debt-free thanks to trust fund money from their grandparents and went on to become productive and financially self-supporting.

· If you are a divorce lawyer, cite statistics about how access to no-fault divorce protects women from much worse fates than having to pay a divorce lawyer. Cite the studies that more divorces equals less domestic violence.

In other words, don’t just drone on about statutes on your blog. Use your blog to show your clients what they can achieve if they hire you.

Legal Content Writing

You can count on Law Blog Writers to produce engaging blog content that shows prospective clients of your law firm the version of themselves that they want to become.

If you have taken a class about mythology or ancient literature or, for that matter, if you have sought advice about your own fiction writing ambitions, you are probably familiar with the idea that “there is only one story.” The idea that the story of the hero’s quest appears in its various forms in almost all the world’s cultures goes at least as far back as the days when the Brothers Grimm were collecting and categorizing folk tales. The author who described the “monomyth” of the hero’s journey in detail was Edward Burnett Tylor, an anthropologist writing in the late 1800s.

The story goes that the hero becomes aware that there is a problem which he can solve, albeit only with great effort. He seeks the advice of a mentor and, after overcoming various obstacles, achieves his goal and receives a material or non-material reward for it. Think about how many stories fit that basic template, from ancient myths to the plots of novels and movies; it is even possible to frame true historical events as examples of the hero’s journey if your mind naturally observes narrative arcs, as the minds of many lawyers do.

You Are Not the Hero of Your Blog

You can probably think of accomplishments in your life, or even in your career as a lawyer that would make sense if you wrote about them as a first-person article, following the structure of a hero’s journey tale. However interesting or inspiring they are, do not write about them on your blog. It will make you sound self-centered and unprofessional; it will come across like a social media humblebrag about how you experienced adversity and overcame it. Even if you studied for the bar exam from behind bars, your blog is not the place to tell that story. The place to write about experiences in your life and career that shaped how you practice law is the “about me” or “attorney profiles” page of your law firm’s website.

If You Are Not the Hero, Then Who Are You?

Hero’s journey narratives on your blog are a great way to engage the interest of prospective clients, or even just curious readers, but the hero should be your prospective client (such as in a blog post about what happens when you exercise your right to a fair trial and fight the criminal charges against you) or someone with whom your prospective client can identify (such as a real person who successfully modified an unfair parenting plan). You have a role in the story, though, or at least the lawyer in the story does, even if the blog post is not about one of your cases. You the lawyer are the mentor. The hero is strong enough and intelligent enough to solve his own problem; he just needs you to give him legal advice. Your client is Perseus holding the sword and slaying Medusa; you are Athena advising him to look at Medusa’s reflection in the sword instead of at the Gorgon herself.

Let Law Blog Writers Do the Writing

Does writing blog posts every month sound like as much fun as making eye contact with a Gorgon? You can count on Law Blog Writers to produce engaging blog content that casts your readers in the role of the hero.

In real life, wearing a costume to a work-related holiday party is embarrassing at best and can harm your career at worst. It may have been fun in the moment to refill your glass with eggnog while dressed as the Ghost of Jacob Marley, but it now pains you to look at the pictures. When marketing your law firm online, though, taking on a new persona for your holiday content is a wise move. You can appeal to what your prospective clients are thinking and feeling this holiday season. It is best to be subtle; don’t sign your posts “Jacob Marley, Esq.,” but do adopt his cautionary tone. The following are just a few popular characters from popular Christmas stories that can guide the proverbial sleigh of your content marketing strategy this season.

Name: Santa Claus

Practice Area: Estate Planning

Jolly old St. Nick is all about being generous to children or, more specifically, helping their parents be generous to them. As an estate planning lawyer, focus your holiday content on all the ways you can help your prospective clients be generous to their children and grandchildren, such as through trusts or the annual gift tax exclusion.

Name: Ebenezer Scrooge

Practice Area: Divorce, Child Custody, and Child Support

Recently divorced people often feel like the court is trying to take away everything they have, especially at the holidays. Present yourself as someone who will commiserate with their frustrations and then help them find a way to keep as much money and parenting time as possible for yourselves. Invite them to your office to say “Bah! Humbug!” about their lousy ex and about all the restrictions the court is placing on them; then gleefully count the things the court can’t take away from them.

Name: Rudolph the Red-Nosed Reindeer

Practice Area: Criminal Defense

Fewer things are scarier than facing criminal charges. Your goal is to use your bright and shiny nose (or, perhaps, your legal expertise) to help your clients find their way through a cold and confusing system. In your holiday content, be reassuring, and provide guidance one step at a time.

Name: Cindy Lou Who

Practice Area: Personal Injury

Many people who are researching personal injury law firms feel like they have lost everything. They suffer from chronic illnesses or permanent injuries, and their bills are piling up much faster than they can work to pay them off. All they have left is their strength of character. Your job is to encourage them to speak up and tell their story; this is the first step to regaining their financial wellbeing, like Cindy Lou who led her neighbors in song until they persuaded the Grinch to return the Christmas feast, presents, and decorations he had stolen.

Legal Content Writing

Whether you most closely resemble the Grinch, Buddy the Elf, or Ralphie from A Christmas Story, you have better things to do during the holidays than writing blog content. You can count on Law Blog Writers to blog posts that will keep your target audience clicking to ensure a prosperous holiday season.

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