• Doug McPherson

Why do lawyers and accountants find it hard to write an interesting blog?

Updated: Mar 8, 2020

By definition if you’re an accountant or a lawyer the subjects you’ll be writing about will be strictly controlled by legislation and regulations. This means that if you write about them per se, your blogs are going to look like the very driest pages in a text book.

Worse still the language will look scary and daunting to your reader and if your words look scary and daunting, you will too which will is more damaging than not writing anything at all.

So that you don’t fall in to that trap here are a few tips you can use to make sure your blog is more readable, more engaging and puts you and your firm in the best possible light:

1. Improve your readers’ knowledge

People don’t care how well you know the minutiae of your practice area. People care about how well you know how to apply that minutiae to make their lives easier.

Instead of dissecting the latest directive from the ICAEW or the most recent amendment to the Companies Act, pick a problem the clients you want face and solve it for them … and solve it succinctly and in plain English.

2. Use shorter sentences

Long sentences belong in laws and regulations. People want to consume what you have to say quickly and easily. This means you need to keep your sentences short.

And never worry that you’re not telling everyone everything. The purpose of a blog is to create conversations so if there are vital details missing, the reader come to you to ask for more.

3. Write TO your reader, not AT them

Writing in the third person is cold and informal. Writing for your own perspective is a bit condescending.

When you’re writing always try your sentence with ‘you’ instead of ‘we’ or ‘they’ and it will immediately be warmer and more personal.

4. Write in plain English

Always use language your readers will instantly understand and avoid jargon and legalese at all costs.

This is not dumbing down, it’s simply your insurance that your readers will get the point/s your trying to make and make a mental note to keep coming back to your blog for more help in the future.

White space is good

Your blog will be read on screens (and potentially small screens) so make sure it’s spaced out so it’s as easy on the eye as it can be.

Use shorter paragraphs and more of them, add in sub-headings in bold and use bullet points and numbers to list your key points.

5. Enthuse

Although it may seem tricky to factor genuine enthusiasm in to your writing but you need to give it a try because if you’re just going through the motions, your readers certainly won’t be motivated to react to your blog.

Try and pick topics, client types and circumstances you are interested in or, if nothing jumps out, try to use your own interests to make a point. Some of the best blogs I’ve seen are ones that are based on a TV show or something that’s just happened in the news or sport.

If you’d like some help getting your blog up and running or would like to outsource it to us to make it even easier, please email us today and we can find a good time to chat.

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