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    NevOn is the archive weblog of Neville Hobson, a British business communicator based in Amsterdam, The Netherlands, a record of commentary and conversations from December 2002 until 22 February 2006. This site is no longer updated - please visit www.nevillehobson.com.
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2006 Public Speaking

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« Communicators give top marks to GM | Main | Citizen broadcasting demonstrated »

24 February 2005


Kevin O'Keefe

You discuss not being able to identify a profit model for blogs and how quitting one's jobs to blog may be like one of your brother's quitting his job as a construction defect's lawyer to play with a train set at home (believe it was).

It's ironic that lawyers may have the best profit model for blogs of all professions and business people. Lawyers have for hundreds of years marketed themselves by speaking, writing and getting interviewed as a means to demonstrate their expertise for their target audience.

So blogs focused on a niche area of law read by regular readers in the target audience of the lawyer have huge value. Blogs establish one as a reliable and trusted authority - an expert. It is a small step from seeing someone as a expert to hiring them when you need such a expert.

Lawyers charge hundreds of dollars per hour. Blogs bring them work. Blog publishing is working for customers of my company, LexBlog, which offers a turnkey professional marketing blog solution for lawyers.

The brother who is a lawyer representing insurance companies on construction defects could do a construction defect law blog (heck, I would do it for him to demonstrate the point for you). Content would be news and legal cases on the subject plus his insight and commentary. He will not only be all over the search engines on the subject, he will be read most in house counsel at insurance companies dealing with the subject. He will be contacted by trade magazines, he will be invited to speak on the subject and he will be contacted by people from throughout the country he could have never reached but for the blog.

Identify an area or a locale, learn how to blog and grow your business as a lawyer. Now that's a profit model for blogging.

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