Lawyers are finding it difficult to let go of the older methods they use to market their services. It’s difficult to change habits we’ve grown comfortable with. I find this is especially relevant to lawyers promoting their services on the web. Again and again, I see lawyers that participate in blatant self-promotion. The effect is not what they desire.

Lawyer marketing on the web is becoming far too self-promoting. This includes websites, blogs, videos, etc.

The content you put out on the web can work for you in many positive ways. However, there is a downside as well. Just because people find your writing, doesn’t mean they have a favorable impression of you.

Make sure you aren’t producing content that is purely self-promoting.

Here is a list of ways to avoid blatant self-promotion:

1. It isn’t all about you. The reality is that by writing about what you know, by being an expert in your field, you are promoting yourself is a good, but more subtle way. Think about the last time you read something you really admired or found interesting. If you didn’t know who the author was previously, chances are you took the time to find out afterward. This is what lawyer marketing in the web 2.0 world is about. Contribute good info and you will be remembered.

2. Attention on the web is fleeting. With lawyer marketing in web 2.0, your time is limited. You need to be helpful but concise. I always tell people to create bullet lists, outlines instead of long essays. Provide a lot of information in a small space.

3. Stay current, but don’t get overwhelmed. In addition to being brief, you need to be current. With web 2.0 lawyer marketing, people don’t want to wait a month for your next blog post. By the same token, you don’t need to produce 3 articles a day to stay current. I would advise planning out a couple of blog posts, perhaps 2-3 a week. Do the same with your social media efforts. This will help you increase the effectiveness of your efforts.

5. Be interesting in your own way. Writing about legal issues can be intense and not always interesting. Make sure you use your own voice and add your personality to your writing. A personal touch goes a long way and can help you to stand out as more and more information is put out into cyberspace.