For practicing lawyers, the purpose of writing articles is to develop business. By writing authoritatively, you can establish your knowledge of the subject you’re writing on. And with any luck, your article will be read by someone in a position to send you business.
So how do you get your articles read by people who can send you business? Mark Herrmann has some thoughts on that. For instance:
- Do not write for publications aimed at lawyers. If you do, your audience will consist of your competitors, not potential clients.
- Write for on-line publications. Print is becoming passe, especially among people who don’t have time to page through a magazine.
- Whatever else you do, don’t say anything like “aforesaid” in the first paragraph. If you do, you’ll make an impression, but it won’t be a good one.