Miami Legal Business Development | Branding | Law Firm Coaching | Paula Black

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I'm working with a firm who is using blogs to help their lawyers increase their credibility and visibility. I started exploring the idea with one of the lawyers and the first thing she said was, "Oh... I don't have time to blog."

I said to her, "First of all anyone who knows me, knows that I don't buy... I don't have time. What you are really saying is I am not committed to that at this time."

I reminded her that when we first met we talked about the practice area she was passionate about and her face lit-up and she became animated. So my first question was... "Are you committed to this practice area that seems to be your passion?" Her answer was a resounding "YES!" So, I asked "IF it is your passion and you are committed to it... why wouldn't you WANT to talk about it... all the time." Her response was, "Of course I would want to talk about it". I pointed out " Then, simply posting that conversation to your blog would be a piece of cake, wouldn't it?" She got the point.

What are you committed to? The practice area you are passionate about... the desire to find business in that area so that you can do what you LOVE? 

OR... Are you committed to having no time and doing work you don't particularly like?

A blog can build your credibility and visibility in a practice area you LOVE. It is a tool that can help you get what you want. It cannot... I repeat cannot be just another business development chore that you add to your "To Do" list.

If you are passionate about the topic of your blog... the 200 - 500 words needed for a blog post will come easily. I recommend that you:

1. Write several posts at one sitting. Pick a theme and it will flow easily.

2. "Chunk it out"... If a post gets longer than 500 words or so... break it into smaller posts and spread it over a week or two. But, make sure each post can stand-alone.

3. Set a time limit... and stick to it! I give myself 1.5 hours to write 2-3 posts, and when I have 15 minutes left on the clock, I put the finishing touches on the posts and call it DONE. If I don't the perfectionist in me will massage and edit until next Christmas. Don't let perfection get in the way of progress! For lawyers I know that isn't easy.

How do you find topics to write about? Listen... to yourself! Yes, listen to the things you tell clients and colleagues. Chances are if this person is interested in what you have to say there will be others. Blogging can be fun if you blog about your passion.

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Whether you devote one hour a day or one hour a week, making time for blogging is an integral part of your business development success.

This week we asked: How often do you post or plan to post on your blog?

1. At least 1-2 posts a week - 75%

2. At least 3-4 posts a week - 15%

3. 5 or more posts a week - 10%

My Thoughts: It seems most of you (about 75%) seem to hover around 1-2 posts a week, a respectable goal for any good blogger. 15% of you post 3-4 times per week, which is very good.  5 or more posts a week is reserved for the truly dedicated (10% of you).  If you're posting less than once a week, you need to either step up your blogging or don’t bother.
 
It may sound harsh, but if you’re not willing to dedicate your time and your focus you may as well not embark on the journey. While once or twice a month is often seen as a bare minimum, to truly reap results from the blog you should plan on posting at least once a week. It will help you build a following and get readers on board to follow you and keep up with your posts. If it’s impossible to find time during the day, think outside the office. Keep a voice recorder in your car and dictate ideas during your commute; give up 2 hours of your weekend to work on posts, or even use part of your lunchtime to do research and jot down ideas.

As my colleague Juan Antunez of Stokes McMilan Maracini & Antunez (and FLProbateLitigation.com) says:

“I spend about 2 to 4 hours a week on the blog. Most of that time is at home, writing on my laptop while the kids run around me. I’m the only obsessive compulsive at my office, so the blog is a solo affair.”

Black Pearl: Here is a great post from Cordell Parvin on the importance of making time for blogging, with input from one of his actual (overworked!) clients.

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The first question out of most of my client’s mouths when I suggest a blog is the following: How much time will it take? The answer is simple. As much as you want it to. There are many ways to think about time when it comes to blogging but the most important thing to recognize is how much of it you want to devote.

Question of the week: How much time do you devote (or plan to devote) to blogging?