Lawyers as Bloggers

In for a Penny, In for a Pound

In March 2013, I posted my first post on this blog.  After several months of business coaching with Christine Kane and exposure to the concept of "content marketing," I wanted to explore the platform and its uses. I wanted to run an experiment. 

How long would it take the Google bots to find me?  I'd been told it would take a year of daily blogging.  So, I committed to that publication schedule.  In 2013, I made 182 posts over a ten month period.  Not exactly every day, but just about 20 posts a month or 4.5 posts a week. 

In the process, I regained the voice I had had as a columnist for the magazine published for members of the Bar Association of Metropolitan St. Louis (BAMSL).  The coverage is eclectic, but then I promised broader coverage in my description of the blog:  "Discussing new ways to meet the needs of law firm clients, mediation parties, negotiators, and law students."

Two years later, I have published almost 300 posts. 

Last month, my webhost sent me a message letting me know that my URL domain name and hosting fees will come due soon and be automatically renewed.  That message makes me pause to consider whether investing in the blog makes sense.  The answer continues to be "yes." 

In a few weeks, I'll pass 75,000 pages views, most of which are bots.  So, the experiment worked.  Google the words "The Red Velvet Lawyer," and the top six search results will refer to the blog.  Google the words "Paula Marie Young," and the first three search pages feature mostly me.  Those searches also reflect my commitment to social media. 

A blog, however, reminds me of the scene in the film, Little Shop of Horrors, when the alien plant demands: "Feed me!"  

Several times a week, I scroll down my own blog roll looking for new posts from other bloggers.  Today, I cleaned out any bloggers who were not posting on at least a 3-month basis.  Yes, it is a commitment, but it is an important way to contribute, educate, share, and grow.  Bloggers who post valuable content on a regular basis deserve the attention they garner.  They distinguish themselves from other folks in the market through their tenacity.  And, for lawyer-bloggers, their blogs can help ideal clients find them and pre-qualify for offered services.

Finally, the blog implements two coaching lessons I've applied for a very long time:  "Don't be afraid to be seen" and "do it imperfectly."  Both lessons lead to greater success.

Niche Marketing for Lawyers: Practice that Elevator Speech!

Tell a Story.

Start a Conversation.

At the last retreat of women entrepreneurs enjoying the coaching lessons of Christine Kane in her Gold Mastermind program, we -- yet again --  focused on identifying our ideal client and then practiced our elevator speech designed to draw that ideal client to our businesses.  

So this discussion by blogger Mark Beese, at Attorney at Work, caught my eye. He reports on several presentations given at the recent conference of legal marketing professionals.

Niche marketing. Think about the last time someone asked, “So, what do you do?” at a networking event. What did you say? “I’m a [fill-in-the-blank] lawyer” or “I’m an attorney at [X] firm”? Do you think you made a lasting, positive first impression?

Kevin McMurdo, Principal of McMurdo Consulting and former CMO of Perkins Coie, led a lively discussion on teaching lawyers to focus on a specific niche market where they have a specific value proposition. He used the “elevator speech” to illustrate the point. Which of these responses is most memorable?

• “I’m a regulatory lawyer at a large firm in the Pacific Northwest.”
• “I help vintners deal with the many regulations involving wine production, bottling and distribution. My clients produce wine listed on Wine Spectator’s top 100 list. I love wine, I make my own wine and have made a career out of helping wine companies.”

McMurdo advised that lawyers define their niche market by expertise, reputation, network, industry or a specific problem they help solve. He had this advice on creating a targeted elevator speech:

• Make it succinct, detailed and distinctive.
• Tell a story.
• Make it appropriate to the situation.
• Use it to start a meaningful conversation that builds trust and chemistry.

He encourages lawyers to practice their speech within their firm, in practice group meetings, and through internal introduction videos so that others know how to best refer opportunities to you.

What is your elevator speech?