Blog Playbook for the Legal Profession: Blogging in your law firm

The Blog Playbook for the Legal Profession is out on 1 March 2017

The Blog Playbook for the Legal Profession walks you through the art of blogging from the very beginning. It tells you what to do, step-​by-​step, right from when your blog is just a sparkle in your eye.

Skip this article and go straight to the pre-​order.


Time to read


2 minutes



The Blog Playbook for the Legal Profession hits the internet on 1 March. It is the most comprehensive and useful Playbook that exists. But is it right for you? If you’re going to start blogging ‘just because’, Brutal Pixie suggests you don’t waste your money.

Will be Blog Playbook for the Legal Profession help you?

The answer to this question is, it depends. The bigger question is: Why do you want to create or maintain an effective blog for your law firm?

It’s true that content is what drives the internet. It is also true that if your motivation for blogging is because your competitors are, because it seems like the ‘in’ or ‘right’ thing to do, or because your SEO guy told you to, then the Playbook will be a waste of your valuable time.

That’s why, if you buy the Playbook and then decide that your motivation isn’t right, Brutal Pixie will refund 100% of your funds.

No, that’s not a joke. The playbook is only going to be effective for you if your law firm’s strategy is much more than keeping up with the Joneses. We’ve seen blogs fail so much because they began with the wrong motivation that we are actually putting money on the table.

When your strategy is because they are, or because someone said so, it’s an indication that your firm’s business hasn’t evolved to the point where you can sustain any kind of publishing activity without problems. Such problems include team members moaning about it being difficult, hard work, expensive, or (insert any other complaint here).

The on-​flow effect is that subject-​matter experts delay their reviews, approvals are hard to obtain, and changes are continuous, painful, and annoying. The complaints occur because you don’t have a clear corporate strategy in place, one that has defined and specific customer and communication elements for which blogging is an identified and necessary activity.

In other words, when your team members ask you why you’re doing this, your reason won’t be because we feel like we should or because they are or because our SEO guy told us to.

THAT is why we’re giving full money-​back guarantees (no questions asked) to people to purchase it and then decide that, actually, they’re just trying to do what their neighbours are doing.

What do you imagine could be the result of your blogging?

This isn’t an idle question: Feed your imagination! Really think about this. Visualise it. Feel what it’s like to see it come to life.

Inspirational, isn’t it?

A word of caution is wise here. If you think that by blogging you will get hundreds more people visiting your website, you are more than likely going to be disappointed. A blog is only one element of a successful marketing strategy. Doing it well is going to be more successful for you than doing it badly, but it’s still only one part of a more complex whole.

A blog is not your solution to poor sales. It is not going to solve the fact that you fail to network effectively. It is not your solution to all of Marketing. It’s just one piece.

Now, go back to your vision of your blogging results. This vision gives you an indication as to the purpose of your blogs.

  • If the result is leads, then the purpose is to deliver enough value to someone that they exchange their personal information with you.
  • If the result is to be a thought leader, then perhaps the purpose is to create shareable or provocative material, enough to provoke responses of some kind.
  • If the result is to sell a service, perhaps the purpose is to demonstrate the value of your firm as that service’s provider.

Each purpose yields different topics, different styles, and even different types of content. Here’s how:

  • Leads mean creating fact sheets, downloads, and other giveaways, and a website that is a collection of lead funnels (which means blogs that are also lead funnels)
  • Thought leadership means commentary on topical issues, with a depth of knowledge and research.
  • Demonstrations of value as a service provider mean case studies, examples, and lessons that you can draw from your experience.

So what is blogging done well?

A good blog is one that is consistent, has a purpose and an intention, has a clear reader, and adds value to that reader.

Secondarily, a good blog may also be one that is shared, that generates leads (meaning you also need something to offer people as part of blog-​as-​package idea), and that helps to position your firm as a leader or authority in your discipline. ‘Good’ here equates to ‘success’ and can (and should) be quantified and measured.

The secondary elements are ones that you can measure financially. But if the downloads attached to your blogs are of value to your readers, then you may decide to measure ‘value’ by the number of downloads or leads generated, too.

When your consumers are sensitive to value, so must you be

Your primary goal is to add value to someone else, for free. This apparent reversal of commerce is what trips up so many firms in the legal profession. It has happened because the nature of commerce has changed. Consumers are sensitive to the value they are getting from their vendors, and as a law firm, you are only another vendor.

When your consumers are sensitive to value, so must you be. You must also be prepared to demonstrate up-​front that you are worth their trust. The days of the legal profession being able to rest on its laurels because it is a ‘profession’ are long gone. Happily, adapting is easy if you’re prepared to think about putting your clients and not-​yet-​clients in ahead of your own needs


If you buy the Blog Playbook for the Legal Profession, and decide within 30 days that your firm hasn’t gotten to the point where you can make it work yet, we will refund you 100% of your purchase, no questions asked.

The Blog Playbook for the Legal Profession is just $199

For the low price of just $199, the Blog Playbook for the Legal Profession is an easy-​to-​follow, step-​by-​step guide to blogging strategically.

It includes:

  • All the information you need to put each step in place
  • Template examples
  • Tips
  • Worked demonstrations
  • Links to a full set of templates (so you don’t have to build your own)
  • 10+ chapters.

It gives you the recipe to Brutal Pixie’s secret sauce.

At 10 chapters and more than 30 pages long, the Playbook is the most comprehensive Playbook available. The preliminary stages, which walk you through the strategic setup, will really make you think!

The incredible on-​flow effect is that it will help you think much more clearly about the rest of your business, and can only result in positive change.

The Blog Playbook for the Legal Profession

Using this playbook might be the best thing you do for your law firm all year. Get it and find out what you need to do to make your firm a publishing success.

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