You get 100, 200, 500 or 1,000 unique visitors to your blog each day.
The result you get is 5 new clients each month.
Something’s wrong. Very, very wrong.
If you’ve got a blog, visitors show up with a problem that they’re looking for you to solve. Given the fact that no bankruptcy lawyer is going to be able to obtain a discharge for someone on the basis of a blog post, chances are good that your visitor is going to leave without only the immediate need fulfilled.
The long-term problem continues even after the visit ends. And if that visit ends without a way for you to connect with your visitor, they’re likely going to look elsewhere when it comes time for a lawyer.
Your job as a blogger is to recognize the purpose behind each post, and then move readers to that desired end result.
Let me explain.
Every blog post has a purpose. It may be to get someone to sign up as a subscriber, contact you for a consultation, or not contact you (in the case of the existing client with a common question).
Fail, and the effort you’ve put into that blog post is wasted. Succeed, and you’ve done your job.
No matter what the purpose of a particular post, you need to formulate that reason before setting your fingers to the keyboard. And recognize that not every blog post should have the same goal.
People come to blogs because they’re informational and, therefore, inherently trustworthy. They convey knowledge without the sales tactics people fear and loathe. A visitor comes to your blog without having to worry that they’re going to be subjected to the “buy now buy now buy now” mentality that overpowers most lawyers’ marketing materials.
If a visitor sees nothing but blatantly self-promotional posts on your blog, they’re likely to be turned off. Remember, nobody likes to be “sold.” Self-promotion is the hard sell that we all hate so much.
On the other hand, if all your visitor sees is pure information then you’re not going to get many people contacting you. In the mind of the visitor, your blog is almost a public service – terrific information with no commercial purpose whatsoever.
Some legal marketing folks will tell you that the sidebar and footer area is where the selling magic happens, and that your content shouldn’t be sullied by crass commercialism. That’s a lovely and pure position to take, but the reality is that most people don’t even see the sidebars of your blog. We’re trained to realize that nothing of value is in the sidebar except ads, so we ignore that area completely.
The issue is not one of commercialism, but rather one of crassness. It’s not a big deal to ask someone to subscribe to your blog updates if they’re interested in learning more about what you’ve got to say. There’s nothing wrong with telling someone you’re available for a consultation and showing them how to get one set up. The problem arises when you spend all your time hammering them.
Frankly, it’s a turn off.
Take some time, figure out the purpose of your blog post, and do everything possible to achieve that purpose without turning off your visitors. In doing so, you’ll multiple your results
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