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This post is not aimed at lawyers whose practice is sailing along exactly as they would hope it would. Who have ample work, quality work, with clients who pay on time or early, and who never, ever argue about a bill. Who find creative pursuits within and among their legal work. Who have found particularly effective ways to differentiate themselves in a field of talented competitors. Whose hair is always just so.

Those folks will benefit not a whit from a recent blog post (not mine) that touting blogging as one of the top three Internet marketing activities.

And why (once again) does blogging matter? Because the definition of business strategy can be summed up in that one word that starts with “D”—differentiation. And blogging may be uniquely suited to convey an attorney’s talents, approach, and world view.

Um, yes, your world view matters to potential clients. Not your take on politics (better left to yourself). But the way you align yourself amidst challenging and thorny legal issues. The way you think through things, convey your position, and remain focused on the client at all times (the most important thing, of course).

Websites can do some of that lifting, but that’s where clients typically find the milquetoast puffery that reminds the world you are “full-service” (whatever that is), or that you were in an Order that had to do with the Coif (I go to Supercuts myself). That kind of stuff? It’s the opposite of differentiation.

So read this helpful post that describes blogging and two other online activities you should consider.

And if you’re still on the cyberspace fence, read this piece to hear how referral networks—via blogging—may be helpful to you.

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