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A Lawyers Guide to the Business of Blogging
By Gene Quinn, IPWatchdog.com
Copyright 20092
Getting Started with a Plan6 critical questions to consider before you start blogging
Copyright 20093
Getting Started with a Plan
What are you hoping to achieve?Knowing the ultimate object will make it more likely to obtain success, however you define it.
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6 critical questions to consider before you start blogging
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Getting Started with a Plan
What are you hoping to achieve?Knowing the ultimate object will make it more likely to obtain success, however you define it.
Who is your audience?Education level? Are they familiar with topics/concepts? Why are they reading/visiting?
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6 critical questions to consider before you start blogging
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Will your audience be offended?
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Will your audience be offended?
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Getting Started with a Plan
What are you hoping to achieve?Knowing the ultimate object will make it more likely to obtain success, however you define it.
Who is your audience?Education level? Are they familiar with topics/concepts? Why are they reading/visiting?
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3rd What content will you provide?Analysis of cases? Critique legislation/rules? Strategies? MORE LATER
6 critical questions to consider before you start blogging
Copyright 20098
Getting Started with a Plan
What are you hoping to achieve?Knowing the ultimate object will make it more likely to obtain success, however you define it.
Who is your audience?Education level? Are they familiar with topics/concepts? Why are they reading/visiting?
What viewpoint do you plan on providing?Digesting the facts + a little analysis and opinion = good information
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What content will you provide?Analysis of cases? Critique legislation/rules? Strategies? MORE LATER
6 critical questions to consider before you start blogging
Copyright 20099
Getting Started with a Plan
What are you hoping to achieve?Knowing the ultimate object will make it more likely to obtain success, however you define it.
Who is your audience?Education level? Are they familiar with topics/concepts? Why are they reading/visiting?
What viewpoint do you plan on providing?Digesting the facts + a little analysis and opinion = good information
What is your censorship plan?You absolutely need to self-censor! But what about obnoxious comments?
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What content will you provide?Analysis of cases? Critique legislation/rules? Strategies? MORE LATER
6 critical questions to consider before you start blogging
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• Never post something when you are hot under the collar.
• Observe the 3 second rule: if you have to think more than 3 seconds DON’T POST!
Self CensorshipHave a plan in advance!
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• Never post something when you are hot under the collar.
• Observe the 3 second rule: if you have to think more than 3 seconds DON’T POST!
• Talk to people you trust about whether it is appropriate.
• Reflect and consider toning down if there is concern. The Internet is forever!
Self CensorshipHave a plan in advance!
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• Never post something when you are hot under the collar.
• Observe the 3 second rule: if you have to think more than 3 seconds DON’T POST!
• Talk to people you trust about whether it is appropriate.
• Reflect and consider toning down if there is concern. The Internet is forever!
• Make sure you are always forwarding some goal.
• Be yourself, but push the envelope only when it serves a purpose.
Self CensorshipHave a plan in advance!
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Getting Started with a Plan
What are you hoping to achieve?Knowing the ultimate object will make it more likely to obtain success, however you define it.
Who is your audience?Education level? Are they familiar with topics/concepts? Why are they reading/visiting?
What viewpoint do you plan on providing?Digesting the facts + a little analysis and opinion = good information
What is your censorship plan?You absolutely need to self-censor! But what about obnoxious comments?
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2nd
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3rd
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What content will you provide?Analysis of cases? Critique legislation/rules? Strategies? MORE LATER
How will you establish yourself as an authority?Is it better to say you’re an expert or have the reader conclude it?
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6 critical questions to consider before you start blogging
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How will you establish yourself as an authority?Is it better to say you’re an expert or have the reader conclude it?
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Be YOURSELF!
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But, while being yourself, remember…Readers expect you to be knowledgeable and important!
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• Knowledgeable people know things• Resist the temptation: “I didn’t realize”
or “I was surprised to learn” or “It is my understanding” or…
But, while being yourself, remember…Readers expect you to be knowledgeable and important!
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• Knowledgeable people know things• Resist the temptation: “I didn’t realize”
or “I was surprised to learn” or “It is my understanding” or…
• People like to listen to authorities• But if you are truly important you don’t
have to say you are important!
But, while being yourself, remember…Readers expect you to be knowledgeable and important!
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And also remember to CENSOR yourself…
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Time to Write6 keys to finding a niche that you enjoy and can make relevant
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Time to Write
What questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.
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6 keys to finding a niche that you enjoy and can make relevant
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Patent search vs. infringement opinion
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Time to Write
What questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.
Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!
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6 keys to finding a niche that you enjoy and can make relevant
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Time to Write
What questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.
Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!
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3rd Listen for fun and interesting things in the news.Can you somehow tie something topical into an article? Ride the news wave for traffic!
6 keys to finding a niche that you enjoy and can make relevant
24 Copyright 2009
Cloaking device patented
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Time to Write
What questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.
Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!
Writing to get clients requires ACTIONABLE INTELLIGENCEWishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers!
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Listen for fun and interesting things in the news.Can you somehow tie something topical into an article? Ride the news wave for traffic!
6 keys to finding a niche that you enjoy and can make relevant
26 Copyright 2009
DON’T write like a lawyer!
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Time to Write
What questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.
Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!
Writing to get clients requires ACTIONABLE INTELLIGENCEWishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers!
What are the interests of your audience?Expand your core writing to related topics of interest to your audience.
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Listen for fun and interesting things in the news.Can you somehow tie something topical into an article? Ride the news wave for traffic!
6 keys to finding a niche that you enjoy and can make relevant
28 Copyright 2009
The Colin Cowherd Principle
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Time to Write
What questions do you get from clients repeatedly?Clients and potential clients have lots of questions, and they look for answers on the Internet.
Motions, memos of law, briefs, form letters, Office Action responses.Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE!
Writing to get clients requires ACTIONABLE INTELLIGENCEWishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers!
What are the interests of your audience?Expand your core writing to related topics of interest to your audience.
1st
2nd
5th
3rd
4th
Listen for fun and interesting things in the news.Can you somehow tie something topical into an article? Ride the news wave for traffic!
Write something frequently, but make NO promises.If you set a schedule people will expect you to deliver.
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6 keys to finding a niche that you enjoy and can make relevant
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Gaining an Audience
Guest write for other, more well known blogs.IPWatchdog is always looking for guest articles.
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Gaining an Audience
Guest write for other, more well known blogs.IPWatchdog is always looking for guest articles.
Seek out guest authors.The more people who have an interest in promoting you the better.
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2nd
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Gaining an Audience
Guest write for other, more well known blogs.IPWatchdog is always looking for guest articles.
Seek out guest authors.The more people who have an interest in promoting you the better.
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2nd
3rd Use social media to push your articles.Make it easy for readers to tweet and like and share your articles with others.
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Gaining an Audience
Guest write for other, more well known blogs.IPWatchdog is always looking for guest articles.
Seek out guest authors.The more people who have an interest in promoting you the better.
Push your articles to subscribers.Even a free service like Feedburner will suffice to send your articles out.
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2nd
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Use social media to push your articles.Make it easy for readers to tweet and like and share your articles with others.
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Gaining an Audience
Guest write for other, more well known blogs.IPWatchdog is always looking for guest articles.
Seek out guest authors.The more people who have an interest in promoting you the better.
Push your articles to subscribers.Even a free service like Feedburner will suffice to send your articles out.
Consider advertising using Google Adwords.There is nothing wrong with paying for some traffic legitimately. No black hat.
1st
2nd
5th
3rd
4th
Use social media to push your articles.Make it easy for readers to tweet and like and share your articles with others.
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Gaining an Audience
Guest write for other, more well known blogs.IPWatchdog is always looking for guest articles.
Seek out guest authors.The more people who have an interest in promoting you the better.
Push your articles to subscribers.Even a free service like Feedburner will suffice to send your articles out.
Consider advertising using Google Adwords.There is nothing wrong with paying for some traffic legitimately. No black hat.
1st
2nd
5th
3rd
4th
Use social media to push your articles.Make it easy for readers to tweet and like and share your articles with others.
Alert bloggers of newsworthy items.We can’t write everything. Make it easy to digest.
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Maybe it’s obvious… BUT…
BE ORIGINAL! Original content is KING on the Internet. Cutting and pasting press releases or articles from a service will NOT make your blog a destination for people to return to on the Internet.
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The Internet is WORLDWIDE!
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• The first “W” in “WWW” stands for “World” and the second “W” stands for “Wide.”
The Internet is WORLDWIDE!
39 Copyright 2009
• The first “W” in “WWW” stands for “World” and the second “W” stands for “Wide.”
• In the intellectual property world clients don’t come from your neighborhood, they come from anywhere.
The Internet is WORLDWIDE!
40 Copyright 2009
• The first “W” in “WWW” stands for “World” and the second “W” stands for “Wide.”
• In the intellectual property world clients don’t come from your neighborhood, they come from anywhere.
• I almost never get local clients, but have gotten more than a few from Australia, New Zealand, the UK and all over the United States.
The Internet is WORLDWIDE!
41 Copyright 2009
Gene [email protected]
IPWatchdog, Inc.525-K East Market Street #331Leesburg, VA 20176
Phone: 703-740-9835
Questions? Need More Information?Feel free to contact me.
