Pull ideas from unrelated fields… and tie concepts back to your core message

Author Sufia Tippu put it this way: blogging is hard because of the grind required to stay interesting and relevant.

So true.

A blog (or Linked In article) is something of a chemistry set: It’s a place for you to play and experiment and smash things together. It’s okay to make a mess. That’s how you discover awesome new ideas.

Years ago, I ghostwrote a workers’ compensation blog for a client who wanted me to pump out 20 posts a month. That’s a lot of copy on a narrow subject, so I needed to look far beyond the topic at hand to keep things fresh.

At the time I was doing this, the spaceship Voyager 1 was on the verge of breaking out of the solar system into interstellar space, and I was obsessively following every related news item. My passion for the topic led me to want to write about it in a blog post… but how would I tie it into workers’ compensation?

Well, it didn’t take that much thinking.

Voyager 1 leaving the solar system was a perfect example of the broad idea that good things come to those who wait. It took NASA 35+ years to get a spacecraft into interstellar space. Likewise, it can take months, even years, to win workers’ comp benefits. There was the connection. Find that, and you’ve got an unexpected angle and a whole new perspective on a timeworn topic.

The point is this. Don’t let yourself be limited by the four corners of a legal issue. Examine what you’re naturally drawn to—what you’re reading or sharing or watching or playing. What’s gripping your interest right now? Figure out why it’s got ahold of you. Draw a deeper lesson from it, then relate it creatively to your law firm’s marketing message.

You’ll come up with far more authentic, shareable posts, and your personality will flow through them.

This strategy will also give you a durable advantage over the firms using AI.

Learn more about Adam Kosloff and Virtuoso Content here: https://lp.virtuosocontent.com/