Posted on Saturday, 18th July 2009 by CopywritingCat
Clients who are professional service business owners often get frustrated by the challenge of blog topics. I recommend checking the news.
News: Scan headlines and your favorite sections, such as sports or arts. For example, sports sections have been writing about the WNBA player who was cited for a DUI. In looking around lawyer websites, I found that a few blogs mention the story, often just repeating the news blurb.
A few law firms have gone further. One raised the question, “Isn’t she supposed to be innocent till proven guilty?” A few firms incorporated the news item in a blog that informed readers while demonstrating the firm’s philosophy. They identified possible defenses for the player and noted that penalties vary a great deal from one state to another. These are the strategies I would recommend for professional blogs.
Let’s take another example. Health care reform is one of the hottest topics around. A psychotherapist could write a blog about the way mental health professionals can reduce health care costs. Fitness trainers could show that exercise affects health levels in surprising and far-reaching ways. These providers might be able to find statistics showing that lifestyle changes influence the way ordinary people use health care and make decisions. They could show how their clients begin to lose their dependence on any health care system.
Sure, these topics are controversial. But your clients probably have strong ideas about what they need and what they want. You aren’t trying to win a popularity contest…just clients.
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