• Doug McPherson

Why should lawyers and accountants always blog about what they know?

I know, I know, the answer’s obvious. How do you write about anything you don’t know already know about? You’ll get found out and - given your effort will be published on the internet - you could end up looking a bit daft in front of a limitless international audience.

Don’t worry. That’s not how that question’s meant to be read!

What I probably should have asked is why lawyers and accountants MUST write about what they know.

The answer to that question is much more pivotal to the creation of a personal BD plan that generates results. Blogging (in all its forms – long-form, short-form, top tips, video and special reports) potentially allows you to reach anyone who is searching for what you have to write about.

From there, all you have to do is use the right examples, the right points of reference and the right tone of voice. Get that right and you will maximise the chance that the people searching for the professional solution to the problem that forced them online in the first place will find you.

However, there are a few other reasons you should also bear in mind.

If your site isn’t constantly publishing new content, its search engine rankings will drop and probably drop to the benefit of your competitors. It is highly likely that as we enter the inevitable upcoming recession, the legal and accountancy markets will harden so firms simply can’t afford to allow this type of drop to happen.

Similarly, if you’re not writing about a particular topic, your clients probably will be. This means that if your clients or prospective clients are searching for those topics they will find them, not you.

From a more personal perspective, winning new clients is a combination of 3 factors:

1. Technical expertise

2. Personal fit

3. ‘The mitigation of risk’

Blogging allows you to address all 3 at once.

The fact you’ll be writing about something technical that you know well will take care of the technical aspect.

If your writing style is clear, straightforward, conversational and – dare I say! – informal, you will start to position yourself as a better personal fit.

If you are using specific examples from alongside the particular language used by your target markets, your obvious understanding of the readers’ world will start to mitigate the risk of using you.

And finally, you’ll get your knowledge out into the world.

You can be the best lawyer in the world. Or, have the best understanding of the legal issues manufacturers, care homes or Russian ex-pats face. But what good is that knowledge if it never leaves your firm?

Sometimes this is where I get pushback. “But if I give them the answers, why do they need me?” It’s a fair point …

… until you think about it.

The readers can’t do legal or accountancy work. They should understand what you’re telling them. They should also understand why you’re telling them. They may even grasp the rudiments of what you’re proposing in terms of a solution.

But they can’t do the work.

As long as you are flagging up the relevant issues and addressing them directly, adding your email and phone number with an invitation to get in touch to find out more should be enough to turn their attention into interest into action.

If you would like to discuss your firm’s approach to blogging and producing content or find out how you could use us to write that content for you, please email me today.

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