Archive for July, 2012
Guest Blog: James Swede, Darlingtons.
The concept of Know Your Client (KYC) is well known to most lawyers in the context of money laundering and other identity and bona fides checks, but lawyers should maybe spend more time, when writing on the web, on Know Your Reader (KYR).
There has been an explosion in legal blogging in the last year, but as with many aspects of legal practice, a sheep mentality is perhaps too apparent.
Reading legal blog posts can be painful – many strike us as attempts by 1 lawyer to prove how clever he or she is or knowledgeable about a very specific niche. Many write on the basis they are writing for other lawyers.
In some cases and on some blogs that is the case, but in the vast majority of cases, readers will be non-lawyers looking for an overview, some practical tips and experience which answers their needs. If the blog post is written in that way, it offers an insight that the lawyer understands the readers needs and may then lead to the reader getting in touch.
As lawyers (on the basis that lawyers may be reading this particular blog post) how many of you check the levels of engagement with your blog posts ? This is very simple to do, just by accessing google analytics or any other web analyticsprogramme.
If you do so, you will find that the average amount of time readers will spend on any legal page or post is around 90 seconds.
Remember the old story that if you can’t explain a new business proposition to a potential investor by writing it down on the back of a cigarette packet, your investor is unlikely to invest ?The same holds true for writing on the web.
For any non-academic writing, we suggest that when writing, lawyers remind themselves of who they are writing for and that, if the post cannot be understood and the main points easily absorbed in 90 seconds, it’s unlikely to have the impact you want from it.
Darlingtons home page, http://www.darlingtons.com
Last Friday was my last blog for a while.
This weekend, I had a real back to basics experience with the family. A weekend together, away from distractions, we camped, built fires, played barefoot football and ate around a camp fire.
I started blogging as a cathartic exercise, as a way to vent frustrations with the pace of change and to rail against “guruitis”. It has lead me to meet (virtually of course) some wonderful people and a small number of cynical windbags – people I hope to stay in touch with.
What I realised this weekend is that it will be far more cathartic for me to enjoy summer evenings playing football or reading with my children and conversing with my wife – free from the commitment I set myself to blog daily.
Being a private blog, I did it all as an extra-ciricular activity giving myself a day job and an evening “job”, if you like.
Taking a look at my big picture, that time is better spent with those I love.
I have loved writing, may blog occasionally or may even get “that book” out.
My priority for now, is to keep pushing the market in my day job and to invest all my spare hours into my lovely little family.
Stay in touch.