Blogging Is About You, The Blogger, Not The Copy

Legal blogging, at its finest, is giving of yourself. Rather than providing summaries of the law or the news without any soul, blogging is being authentic.

You cannot tell it today, but one of the first books I bought when I started blogging back in 2003 was “On Writing Well” by William Zinsser (affiliate link).

Zissner died earlier this month at age 92. Douglas Martin of The New York Times explained in his obituary that Zinsser went far beyond writerly dos and donts in the book. Zissner used his personal experience to immerse readers in the trials and tribulations of authorship.

“Ultimately, the product any writer has to sell is not the subject being written about, but who he or she is,” Mr. Zinsser wrote in “On Writing Well.” He added: “I often find myself reading with interest about a topic I never thought would interest me — some scientific quest, perhaps. What holds me is the enthusiasm of the writer for his field.”

Per Martin, in “Writing About Your Life: A Journey Into the Past” (2004; affiliate link), Mr. Zinsser said he did not find his writer’s voice until he was in his 50s, when he wrote “On Writing Well.”

Now, whatever I write about, I make myself available. No hiding.

Whatever I write, I make myself available. What a line.

What a refreshing concept in this day and age of content marketing, native advertising, SEO, and having others write blog copy for you because you cannot make the time.

Sponsored

As a lawyer or other professional, blogging works because of your ability to establish an intimate relationship with the reader. You, by making yourself vulnerable and available to help people. The reader, by discovering someone with passion, experience, and care who can help them.

The product when it comes to legal services is you, the blogger. The product is not the subject being blogged about, it’s who you really are.

You discover new interests and grow as a professional through blogging. As Zinsser tells it, what’ll hold you is “the enthusiasm of the writer for his field” — a field perhaps focused on a niche for which your enthusiasm is unequaled.

People ask me how I find things to blog about. How can you not find things to blog about?

Blogging, as Zinsser might describe it, is “reading with interest about a topic,” sharing what you’ve discovered, and offering your take. Blogging is discovery and learning.

Sponsored

Legal blogging, at its finest, is giving of yourself. Rather than providing summaries of the law or the news without any soul, blogging is being authentic. Sharing your thoughts. People will connect with you, not the copy.

Make yourself available in your blogging. No kidding.


Kevin O’Keefe (@kevinokeefe) is the CEO and founder ofLexBlog, which empowers lawyers to increase their visibility and accelerate business relationships online. With LexBlog’s help, legal professionals use their subject matter expertise to drive powerful business development through blogging and social media. VisitLexBlog.com.

LexBlog also hosts LXBN, the world’s largest network of professional blogs. With more than 8,000 authors, LXBN is the only media source featuring the latest lawyer-generated commentary on news and issues from around the globe. Visit lxbn.com now.