I’m sure you read the story about the blogger in a defamation case who got hit with a $2.5 million judgment because, the judge said, she is not a journalist and was not protected by the state’s shield laws.
Interesting story. Important subject.
You read the story but did you make any money with it?
Attorneys can easily leverage a story like this to get more media attention, more traffic to their web site, more prospects, more referral sources, and more clients. And I’m not talking about the attorneys who handled the case itself, I’m talking about you.
Interested? Here’s all you have to do.
First, write a two or three page report summarizing defamation laws in your jurisdiction. You don’t have to practice in this area to do this, Uncle Google will help you, or you can ask an attorney friend who does (and tell him about this idea so he can do it, too).
In your report, mention the case about the blogger. Offer your opinion. Include a few citations, maybe a few resources.
Now, go back to Uncle Google and ask him to give you a list of bloggers in your target market(s) who are in your state or province.
Next, contact these bloggers (a personal email will do) and tell them you wrote a report for bloggers about how they can protect themselves against lawsuits like the one in the news. Offer to send it to them, free of charge. Tell them they are welcome to send it other bloggers they know and care about. (If you know the blogger, you could just send them the report in your first email).
In one day, you can get your report into the hands of dozens of people who every day write and influence the people you are targeting for your services. You have provided value to the blogger on a personal level, and asked nothing in return.
Where can this lead? Interviews, hosted webinars for their readers, guest posts, referrals, introductions, you name it.
It doesn’t matter if you don’t practice tort law. If you do, that’s an added benefit, but the point of this effort isn’t to show these bloggers you can help them in this particular area of the law, it’s to meet them.
Now, what else could you do with your report? Here are a few ideas:
- Send it to local media with a cover letter letting them know you are available for interviews.
- Call or email your clients and contacts: Who do you know in (your area) who writes a blog? Tell them you have a report that can help them.
- Offer it through social media; post a video on youtube, opining on the story and linking to your report; offer it via forums, chat groups, listserves, and other areas where bloggers and people who know bloggers congregate.
- Contact local blogger groups, business groups (anyone who has a blog), and offer a lunch talk.
- Write about it on your blog or in your newsletter.
- Take out ads and offer the report, as a “public service”.
- Send it to lawyers in your practice area in states or provinces where you don’t practice. Tell them what you’re doing with the report in your area, invite them to do the same in theirs. (If you have to ask how this could help you, forget about this idea.)
- Do a presentation at your bar group’s next function on how you used a news story to market your services.
You get the idea.
Oh, and you don’t need a news story to do this, you can write about anything that affects people in your target market or they people who influence them.
It’s about providing value in a leveraged way. It’s simple and it works. And if your report goes viral, it could help you take a quantum leap in the growth of your practice.
