Blogging is an intimate practice.
Your primary goal is to create a personal, one-on-one connection with your readers. You impart your knowledge, and they absorb it to ultimately make a more informed decision regarding their legal situation.
But some legal bloggers get in their own way. Rather than writing for your readers, you end up writing for yourself. Sometimes this only creates a minor rift. Other times you alienate would-be clients entirely.
Here are some tips and best practices to ensure that you’re always writing for your readers and keeping their best interests in mind.
Cut Back on Complex Legal Jargon
Antenuptial agreement, domicile of choice, hereditament, free of encumbrances.
These are legal phrases that may make sense to you but can sound quite foreign to your average person. If your writing is jam-packed with complex legal jargon like this, most readers will find it quite arduous to read.
The solution is to switch out legal jargon for plain English as much as possible. Or if it’s a term that you absolutely have to use, provide clarification so that anyone can quickly grasp the concept.
Kill Any Pretentiousness
You want to position yourself as being knowledgeable and professional in your legal blogging. You want prospects to know that you know your stuff. That’s a given.
But what you don’t want is to come across as being pretentious and using big words just for the sake of sounding intelligent. At the end of the day, it’s all about getting your point across smoothly and succinctly.
But this is hard to do if a reader has to pull out their dictionary every other sentence. Just try to put yourself in your average reader’s shoes and approach your content accordingly.
Write to One Person
Author and content marketing extraodinaire Ann Handley offers some incredibly helpful advice in her book Everybody Writes. It’s actually quite simple. Pretend that you’re writing to only one person. More specifically, pretend that person is someone you like and you are trying to help them solve a problem.
As Amanda Leclair points out in IMPACT Marketing, “Using words like people and they are too general and impersonal. Your audience will feel as though you’re not speaking to them and trying to solve their problem. Create a deeper connection with your audience by speaking to each one on an individual level. Use words like you instead!”
Re-Read From the Reader’s Point of View
Once you’re done with a post and about to publish, go and ahead and re-read it. But rather than using your own point of view, pretend that you’re an actual reader.
- Is the information presented clearly?
- Are your points and arguments backed up with solid evidence?
- Is it interesting enough to read to the end?
Asking yourself questions like these should help you refine and polish your content so that it “pops” for your readers.
Writing for your readers is more important than you might think. Not only is it necessary for getting your point across, it’s essential for warming up leads and moving them through your sales funnel. Following the tips mentioned here should help make your content more reader-centric so that you’re able to build stronger relationships with your audience.
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