Most people who read your content aren’t interested in hearing about the law. Not all the time, anyway, and not in as much detail as might interest another lawyer.

Keep that in mind when you fashion your next blog post, article, or video.

Give ‘em a summary, the highlights, the down-and-dirty version, because if you do more, at some point, they’ll tune out.

“Yes, but. . .” you say. “What should I write about if not my area of expertise?“

Write about the reader. Their life, their business, their industry, their niche, their local market. Write about things they are experiencing and talking about and worried about, or might be soon.

Even if there’s nary a legal issue in sight.

If a legal issue applies, mention it. Explain it (briefly). Provide advice and how-to’s, to warn them, protect them, and add value to their life or business.

But your readers are more interested in themselves, so talk mostly about them.

Of course you should also write about your actual clients, since you know them best of all. Tell their stories, their problems, their cases, and how you helped them.

Real people experiencing real problems or seeking to protect themselves from harm.

Again, mention the law if it’s applicable, but sparingly. Your readers are more interested in hearing about what happened to your clients, and what to do if the same thing happens to them.

What else?

Well, your readers also want to hear about you.

Oh yes they do. Especially if they’re thinking about hiring you or referring you. Yes, you, slayer of problems, bestower of benefits, protector of rights, friend to the friendless.

People want to know about what you do and how you do it.

Tell ‘em.

To do that effectively, you might want to start documenting what you do, so you’ll have it on hand when you need it.

Keep a journal or database and, at the end of each day, make a note about what you did, who you helped, the victories, struggles, defeats, and what you think (and feel) about it all.

Then, when you’re looking for something to write about, you can go back to your log and find something worth sharing.

You may think your account would bore your readers, because to you, it’s just another day doing more of the same. You’re too close to it, my friend. Record the days, step back, come back later, and you’ll be surprised at how interesting your days will be to your readers.

The law itself might be boring; you aren’t.

But even if your stories are as boring as dry toast, your readers will still want to hear them. Because as you tell your stories, you’re also telling your clients’ stories, and to someone who is similarly situated, those stories are endlessly fascinating.

How to write interesting stories