Say “Yes” to blogging
Lawyers and law firms have always wanted the ability to share their written intellectual capital far and wide as a means of retaining clients and getting new clients.
Articles in journals and trade periodicals, newsletters by mail, white papers, email newsletters and alerts, presentations, and articles on websites.
All based in writing and distribution.
Seth Godin writes this morning that when you are offered precisely what you were looking for you must say “Yes.”
If you’re a musician, that means that when the internet says you can play what you want, record the way you want to, release it when you like, at the length you prefer, to the fans you’d like to share it with… If you’re an actor, that means that when the internet says you can perform what you’d like, film it with the team you’ve chosen and distribute it far and wide…
And if you’re a writer looking to distribute your intellectual capital:
…[T]hat means that when the internet says you can write what you want, when you want to, at any length and subject matter and intensity you prefer, and then send it to five or ten or a million friends and followers… You get the idea. Now, for the first time, you can choose yourself. You can be responsible for what you do and how you do it. You have to do the hard work of finding and pleasing an audience. But you do have to say, “yes.”
Blogs provide you, as a lawyer or law firm, exactly what you’ve been looking for. An easy to use publishing platform enabling you to write at whatever length you’d like, on whatever subject you’d like, and, when done properly, reach your audience via syndication, social media, and search.
You though are responsible for what you do. No one is going to do it for you. No one can do it for you. As Godin says, you have to to do the hard work of finding and pleasing your audience.
Only one thing separates you from what you’re looking for. Saying, “Yes.”