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Your legal blog fails because it’s boring. Weak words and tired topics sedate your readers. There's a simple cure - be “less” boring.
Transforming yourself into TMZ isn’t the remedy. Less boring simply demands a little color to offset the black and white. Academic, journalistic posts are useful, but without some pizazz now and then, eyes glaze over, and readers wander.
Here’s 3 ways to be more captivating:
The law doesn’t consume you, and it shouldn’t consume your blog. Posts about yourself can be as interesting and engaging as your legal tips.
Read Florida attorney Joseph S. Karp’s blog. He mostly blogs about estate planning, but sometimes, he posts a personal item. He’s blogged about participating in Memory Walks for Alzheimer's, volunteering at Special Olympics and supporting Honor Flights for World War II veterans. Personal photographs are added to humanize his posts, which creates a connection not found with stock images.
Blog outside the box
Writing head-on about the law has its place, but do it too often, and you’ll drone on like a textbook. Fresh angles are vital to curbing a textbook voice.
Hollywood can teach you about fresh angles. In Hollywood, “X meets Y” describes a type of movie pitch, as in Tootsie meets Kramer vs. Kramer = Mrs. Doubtfire or Jaws meets Star Wars = Alien. Novel blogs can be fleshed out using “X meets Y”.
Real estate lawyer, Richard D. Vetstein, creates interesting topics with “X meets Y”. In his blog, The Massachusetts Real Estate Law Blog, baseball meets real estate, creating his blog topic What Baseball & The Red Sox Can Teach Us About Real Estate. In another blog, Halloween meets selling a house to create Who You Gonna Call? Ghostbusters! Selling A Haunted House and Other Tales of the Paranormal.
Craft an engaging title
Your passion might target bankruptcy, but trumpeting secured creditors and Chapter 11 cases can deaden your titles. Titles, even bankruptcy titles, can be made more mouthwatering.
The Motley Fool recently published a bankruptcy article about RadioShack. Boring-alert if the title had been The Implications of RadioShack’s Possible Bankruptcy. Thankfully, the author chose to be less boring and crafted this title, Will Best Buy Rise from RadioShack's Ashes? The title engages by highlighting:
Slow down your title writing because patience and rewrites are essential. Perfection isn’t mandated, but at the very least, spend more than a couple minutes writing your titles. For more tips on title writing, see my blog, Are you ruining your law firm’s social media by writing terrible titles: 3 tips).
Another way of being less boring is you can talk about scenarios to explain the points...i.e. not just giving legal tips, but also explaining its implementation through an example.
Very interesting post! What about pictures or other visuals? I think it very good practice, they make reading even more interesting and the reader has something to rest his eyes on. https://www.ozessay.com.au/ says, that essays and picture are not from the same scenario. But I disagree