February 2007

By Gina Pirozzi

One of the best ways for a lawyer to show clients and prospects that he or she has “the right stuff” is to write stuff — for legal trades, B2B publications, consumer magazines and, of course, all those content-hungry Web sites. Every legal marketer knows this — a nd so do most lawyers. The problem is that many attorneys are too busy doing paid work to perform this marketing must, while others may be phobic about writing for a publication (a fear similar to that of public speaking), or simply lack a talent for writing or the know-how to structure an article that motivates businesspeople or consumers to pick up the phone. While partners with associates at their beck and call may be able to palm off the task, all too often associates are too busy trying to meet their quota of billable hours, or pro bono work, or too wet behind the ears to produce something that a partner would want to put under his or her name. So what to do?

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