Let’s agree on this, legal blogs don’t make it to the top of the New York Times Best Sellers List. Lawyers aren’t interested in creative writing (for the most part) and legal blog readers don’t expect nail-biting, suspense.
A recent article, How Can Storytelling Help You Create Amazing Web Content, caught my eye because I’ve been working with a client who loves telling stories via his blog posts. Each post tells a story and every single post is interesting! His secret? Storytelling.
According to Julie McCoy, “Good copywriting makes you want to work harder for the things you want, but can’t afford at this time; a mere string of words correlated with the right visuals can put you into a trance and make you crave for the strangest items that you didn’t know you needed in your life.”
How Lawyers Should Use Storytelling for Legal Blogging
1. Craft an eye-catching blog title. Trust me, this is very important. I use Feedly and I skim through hundreds of blogs in minutes. I pick the blogs I read based on their titles. I’m sure I miss a lot of great content because of their poorly written titles. HubSpot is a great source of inspiration for blog post titles. Negative blog post titles always get more attention too, it’s odd. For example, writing five ways to fail at “x” will get read more than five ways to succeed at “x”. When you use the negative title, you add solutions for each failure (in the blog post).
2. According to Psychology Today, consumers primarily use personal feelings and experiences rather than information when they have an intent to buy. Additionally, studies have proven that positive emotions towards a brand have far greater influence on consumer loyalty than trust and other judgements. What does this all mean? Your blog needs to entice an emotional response. This can be done by describing a case you handled and how you solved a client’s “problem”. How can you make your reader experience the drama of the issue? Afterwards, how can you make the reader feel that they won as well (because you win all of your cases!)?
3. Hootsuite describes it best, “When you talk about your children, you don’t say they’re four feet tall and 45 pounds; you tell stories about your kids.” The same thing for events you attend – you don’t tell people about the number of beers you drank or the exact number of people, you tell stories. When crafting your legal blog post, make sure there is a beginning, a middle and an end. Who’s the hero (YOU!)? What’s the conflict? How did you save the day?
Overall, storytelling is key when crafting your legal blog posts. Legal blogging isn’t a fad anymore. I don’t get asked why a Lawyer should blog, I get asked what they should blog about and how they can stand out from the competition. Storytelling is a great way to get started.