One of the first rules of public speaking is to know your audience. If you’re speaking to a religious congregation, you’ll speak differently than when you speak at trial (I hope at least).
This is because different audiences create different spaces. To be successful, you must read and react to the differences in those spaces. If you speak to a judge like you speak to your congregation, you probably won’t be altogether successful. And if you speak to your congregation like you speak to a judge, you probably won’t be speaking on Sundays very often.
This know-your-audience principle translates directly to blogging.
Your audience will dictate your blogging style, your sentence length, your word choice, your blog post topics, everything.
Blogging to attorneys
If your target audience is other attorneys, then you will choose topics interesting to attorneys, e.g.: case law updates, practice tips, judge profiles. When you write about the newest case law, you may use legal terms of art, longer sentences, and more complex paragraphs. All of this is completely appropriate because you are speaking to your peers who share a common legal vernacular and way of thinking. In fact, if you did not speak to attorneys like an attorney, you may well lose your audience’s trust.
Blogging to potential clients
If your audience is a potential client, you’ll talk about things relevant to them.
Maybe you write about questions clients have asked you during meetings. Or maybe you talk about how the legal process works. Tips about how to pick an attorney is always popular.
You will also want to write shorter paragraphs. Potential client are more likely to read your blog on a phone.
Be self-aware and adjust your style
In the end, you have to identify your audience and cater your message to that audience. If you don’t, you run the real risk of alienating those with whom you wish to engage. Or you may just bore them to tears, which isn’t good either.
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