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“But what should I write about?”
It’s the most common question I hear from lawyers who are trying to develop a content strategy.
Here’s the second most common:
“How do I know if what I’m writing is any good?”
Both questions make sense. Most lawyers weren’t trained to write content that clients actually want to read. They were trained to write for other lawyers—for briefs, memos, law review articles, and internal emails. And most legal writing is optimized for risk mitigation and precision, not clarity, connection, or engagement.
But when it comes to thought leadership, the rules are different. You're not writing to impress. You're writing to help.
In a world where people’s feeds and inboxes are flooded with noise, the ability to clearly explain ideas, connect dots, and guide decision-making is a serious advantage. It builds trust, opens doors, and drives business.
So, how do you do it well?
Here are ten principles I believe every lawyer should understand to write more effective, high-impact thought leadership:
1. Clients don’t want to be impressed.
They want to be informed in a way that helps them make better decisions. It’s not about dazzling them with intellect. It’s about giving them clarity and confidence.
2. They don’t want you to summarize the rules.
They want to know what those rules mean for them. Your job is to interpret and translate—not regurgitate the statute or case law.
3. Sure, they want to know what happened.
But what they really want is to understand why it matters—and what to do next. That’s where the value lies.
4. You don’t need a “call to action” in every post.
If your content educates and inspires, readers will know what to do. Trust that good content will pull the right people toward you.
5. Don’t fixate on impressions or likes.
Those are vanity metrics. Focus instead on the business signals: client emails, LinkedIn messages, and conversations sparked by your ideas. That’s where momentum is built.
6. Write for someone, not everyone.
Don’t chase a broad audience. Speak directly to the clients, industries, and decision-makers you serve best.
7. Clarity beats cleverness.
Avoid legalese, jargon, or cute phrasing. Clients want your thinking, not your wordplay.
8. Brevity builds trust.
You don’t get points for writing more. In fact, the ability to explain complex issues simply and briefly signals expertise.
9. Being loud isn’t the same as being respected.
Authority doesn’t come from volume—it comes from showing up with useful, relevant substance on a consistent basis.
10. The best content doesn’t make the lawyer look smart.
It makes the reader feel smart and more confident in what to do next. That’s the kind of content people come back to.
This is what clients are looking for: not a law review article, but a guide, a signal, a source of clarity.
If you write with that in mind, you'll build more trust, more visibility, and—ultimately—more business.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.