Many legal nurse consultants use a legal nurse consulting newsletter (paper or electronic) or a blog as a way to develop a relationship with the attorneys who they want to attract to their website or services. I will use the terms of newsletter or blog interchangeably in this blog post.
Goals of creating a legal nurse consulting newsletter or blog directed to attorneys
You may have heard the expression: “Know, Like, and Trust” – that your potential clients need to know you to understand what your business is about. They should like you, the way that you interact with them, and trust that you have the knowledge to help them. But another component of this expression is “Remember” – “Know, Like, Trust, and Remember”. You should create a memorable legal nurse consulting newsletter with content that will stick in the minds of the people who read it.
Your legal nurse consulting newsletter or blog should be a way of
- generating leads.
- defining your credibility.
- becoming more visible within your field.
- creating content for books and articles.
One of the key components of creating awesome content is knowing who your target audience is. Think of them as you write. Understand their issues, their challenges, their concerns, their problems. Know what keeps them up at night. What’s making them concerned? What’s worrying them?
If you don’t know your audience well you can gain some insight about them by reading blogs that they write. There are many attorneys who have their own blogs on their websites. Do a search to find attorneys in your area that you want to target as clients. Read their sites. Find out what they are focused on.
You can also gain insight about your audience by joining LinkedIn groups and finding those that cater to a medical legal audience. There are, for example, personal injury attorney LinkedIn groups. There are also medical malpractice attorney LinkedIn groups that are open for legal nurse consultants to join.
Ideas for topics for a legal nurse consulting newsletter
There are several sources that you can use to get material. One of them is nursing journals. Subscribe to a couple of print journals or go to websites for online journals. Remember to take the nursing material and reframe it so that an attorney will understand the implications for a case he or she might handle. And always respect copyright laws and do not reuse the material verbatim. Comment on or summarize the material.
You can set up “Google Alerts” so that you get an email whenever there is an article on the web about the subject that you have defined for your “Google Alert.” For example, you can use Google Alerts set for medical malpractice and personal injury. You may receive a Google Alert in your email box once a day or a different frequency if you want.
You may have as many alerts as you wish and then you can go to those links in your “Google Alerts.” What the alert does is give you links to internet sources that fit within the topic of your alert. Click on the link to get to the source. You can also look at news and use that as topics and for identifying what’s hot; what are the issues that are current in your field? Are those issues of interest to attorneys?
Create files with links to or printed copies of articles. I keep stacks of articles to get ideas. You too should build up a supply of articles. Then when you’re ready to sit down and write a newsletter you have raw material to work with.
Your target topic of your legal nurse consulting newsletter should be something that you know well. It should be something that interests you. You shouldn’t be in any danger of running out of topics. It’s something that will hold your attention, but it also needs to hold the attention of your target audience. Use your legal nurse consulting newsletter to write about something attorneys are interested in reading, and you’ll gain the benefits.
Patricia Iyer MSN RN LNCC is president of The Pat Iyer Group.