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Blog to the passionate minority

Having an effective blog may not mean appealing to the masses. You’re not trying to get elected per Seth Godin.

If I were a marketer, I’d forget about getting elected. I’d ignore the dissidents, even if they are in the majority. You don’t need the most popular blog, the consulting firm with every single company as a client or the flavor of ice cream that almost every single person loves. What you need instead is a passionate minority, a minority so passionate that they spread the word. Jackie and Ben call these people the 1% and they exist in just about every community……….Who have you offended today? You’re not running for anything except perhaps Mayor of the Edges.

Offending people is not an option for many law firms, especially large ones. However taking a position can be sound marketing for blogging lawyers.

People like lawyers who are not afraid to say what they think. That includes other bloggers who will cite you, and in turn spread your message to more people. If your message is aligned with what you do in your practice, that’s word of mouth marketing at its best.

  • http://www.HowToMakeItRain.com RJON@HowToMakeItRain.com

    This is an EXCELLENT point that has application way beyond blogging. So many lawyers refuse to take a position on their websites and in other marketing materials too. They think they are avoiding offending anyone, but in fact they end up just being boring most of the time.
    Should law firm marketing be done strictly for its entertainment value? Of course not. But if your marketing isn’t a true reflection of who you are, and if it’s not in alignment with your values and personality it will become a chore instead of a simple extension of yourself. Chores are hard to do and get neglected when things get busy which is why so many law firms have wild swings in cash flow as the pipeline runs dry and then the lawyers have to scramble to get more work, which is never the best time to look for new work because you end up accepting anything that comes along. But when your marketing is just an extension of who you are you never forget to do it because it’s easy. That’s not to say you can’t learn how to do it better, but it has to be honest.
    Respectfully,
    RJON ROBINS
    http://www.HowToMakeItRain.com
    Helping Lawyers In Small Firms Make ALOT More Money