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Writing Content

Social Media, Writing, Writing Advice

When to choose Vanilla Ice Cream over Rainbow Sherbet

I had lunch yesterday with Katie Wagner who owns Katie Wagner Social Media in Orange County, California. Our lively conversation over veggie burgers about posting content on social media turned to how creativity in writing can often get in the way of communicating a client’s message. We agreed that there are times when creativity works and other times when it’s better to just be straightforward – even when vanilla does not seem as exciting option. To understand the advantages of straightforward writing, look no further than The Elements of Style, the “writer’s bible” by William Strunk Jr. and E.B. White that was originally published nearly 100 years ago. Strunk and White say: Omit needless words. Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not…

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Client Alerts, Content, Writing, Writing Advice

So What? How to Write Client Alerts That Get Read and Get Results

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…

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Writing, Writing Advice

Words to Write By: Practice Group Descriptions

No one ever hired a law firm solely because of the practice group description, but a poor description can drive a prospective client away. That was the focus of a recent writing webinar hosted by the Legal Marketing Association’s PR SIG and led by John Byrne, an experienced law firm marketing professional at Glencoe Media Group, Inc. John emphasized that excellent practice group descriptions are not lead generators but another key point of contact between a law firm and a prospective client who may already knows about the firm. Accordingly, before sitting down to write, it is important to think about: Who is the audience for these words going to be? Will it be a group of in-house lawyers, or possibly a set of non-lawyers? And then write accordingly. John encouraged professionals to interview attorneys before starting the writing process. Ask them why they think clients hire them. All this…

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Blogging, Blogs, Website Content, Writing, Writing Advice

Would You Draft a Legal Brief as Poorly as You Write a Blog Post?

Since blogs are so valuable, it makes no logical sense for lawyers to author them so sloppily. Blogs are an indispensable tool for any professional who wants to demonstrate it is a leading expert in a particular subject matter. In principle, there is no better method than a blog for getting your message out in an easily accessible forum that you can control, and do so in a timely, straightforward and client-friendly manner. Yet, I continue to see poorly written posts that offer no value to clients or news reporters who are working on articles or matters related to those topics. And, rushing through a post just to write one fails to accomplish the fundamental goal of a blog: demonstrating a firm’s or a lawyer’s expertise to a client. Here are a six tips to making your blog post meaningful to its intended audience and distinguishing it, in a good way,…

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When to choose Vanilla Ice Cream over Rainbow Sherbet
November 29, 2017
So What? How to Write Client Alerts That Get Read and Get Results
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Words to Write By: Practice Group Descriptions
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