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Are You Blawging, Or Flawging?
Lots of attorneys are being told that they need to start blogging (or “blawging”, as many attorneys refer to it). From a marketing perspective, this advice makes a lot of sense. There's an old advertising adage, credited to David Ogilvy from the pre-”Mad Man” days of advertising, that when it comes to big-ticket purchases, “long copy sells.”
The idea is that anyone who is considering spending a lot of money on something ' be it a luxury car, a private plane or legal services ' is going to be far more influenced by having a ton of information than they are by being presented with nothing more than a pithy tag line or a series of evocative images.
So, the thinking goes, attorneys who blog can create this “long copy”: a wall of content about them, their practice, their approach to the law and legal problems.
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