When you are writing or editing a client alert, have you asked yourself, “So what?” That is the first question you should ask according to Peter Darling of the Repechage Group, a consultancy that advises law firms and others on content strategy. Peter was the featured speaker on a Legal Marketing Association Webinar hosted by the PR SIG on November 29. During the webinar, Peter provided detailed advice and examples to help law firms increase the odds that client alerts do not become a wasted effort. Peter shared the first thing he learned in his writing career: before you write something, you need to ask who is the audience and why the content is important to them. More importantly, the author needs to give the reader a reason to care. As a former practice attorney, Peter said lawyers are trained to ignore the key principles of creating great content, largely because they…