In a guest post for Above the Law, LexBlog founder Kevin O’Keefe writes that for lawyers or other professionals, “blogging works because of your ability to establish an intimate relationship with the reader.”
He explains how that bond is formed: “You, by making yourself vulnerable and available to help people. The reader, by discovering someone with passion, experience, and care who can help them.”
Each party must open themselves up to this intimacy. Professionals, entrepreneurs, and solo business owners who blog become a combination of three types of bloggers:
- Passion bloggers who document their journey, share their experience with others, gain support and accountability, evangelize what they’re passionate about, and/or teach and help others.
- Thought leaders who identify and explore the most important research, news, trends and issues in their industry. O’Keefe is a perfect example, and he points out, “You discover new interests and grow as a professional through blogging.” As long as you’re enthusiastic about your work and your industry, he writes, “How can you not find things to blog about?”
- Subject matter experts who explain complex ideas and guide customers to either do a simple task themselves, or feel more confident about working with a service provider.
It may not always be comfortable to be transparent and authentic when you write. You open yourself up to judgment and there will definitely be some people who don’t like what you say and think.
Yet as a business blogger, the truer you are to your personality, the easier it will be for the right clients to find you.
Read Kevin’s post at Above the Law: Blogging Is About You, The Blogger, Not The Copy.