It’s not news that articles published in your market’s trusted media legitimize you and establish “thought leadership” that causes prospects to see you as relevant to their business, and potentially helpful. It’s the beginning of an "idea relationship".
Yet many lawyers fail to take advantage of the reputation-making power of editorial media because they feel they don’t have the time to write something worthy of attaching their name to. That’s because they equate article-writing to the rigor and time demands of legal writing.
Nothing could be further from the truth.
Legal writing has no place in marketing, where your purpose is to prove prospects' need to take action, not to trumpet your legal expertise.
Use this simple "PAR" framework to write high-impact articles that open media doors, segment the market and establish your thought leadership.
For what do you want to be known? The process of identifying the source of real opportunity for you, and attracting the attention of the right kind of clients for the right reasons. It’s not who you know, but who knows you -- more importantly, what they know you for. The good news is that it’s completely within your control.