1. A Lawyers Guide to the Business of Blogging By Gene Quinn, IPWatchdog.com

2. Copyright 2009 2 Getting Started with a Plan 6 critical questions to consider before you start blogging

3. Copyright 2009 3 Getting Started with a Plan What are you hoping to achieve? Knowing the ultimate object will make it more likely to obtain success, however you define it. 1 st 6 critical questions to consider before you start blogging

4. Copyright 2009 4 Getting Started with a Plan What are you hoping to achieve? Knowing the ultimate object will make it more likely to obtain success, however you define it. Who is your audience? Education level? Are they familiar with topics/concepts? Why are they reading/visiting? 1 st 2 nd 6 critical questions to consider before you start blogging

5. 5 Copyright 2009 Will your audience be offended?

6. 6 Copyright 2009 Will your audience be offended?

7. Copyright 2009 7 Getting Started with a Plan What are you hoping to achieve? Knowing the ultimate object will make it more likely to obtain success, however you define it. Who is your audience? Education level? Are they familiar with topics/concepts? Why are they reading/visiting? 1 st 2 nd 3 rd What content will you provide? Analysis of cases? Critique legislation/rules? Strategies? MORE LATER 6 critical questions to consider before you start blogging

8. Copyright 2009 8 Getting Started with a Plan What are you hoping to achieve? Knowing the ultimate object will make it more likely to obtain success, however you define it. Who is your audience? Education level? Are they familiar with topics/concepts? Why are they reading/visiting? What viewpoint do you plan on providing? Digesting the facts + a little analysis and opinion = good information 1 st 2 nd 3 rd 4 th What content will you provide? Analysis of cases? Critique legislation/rules? Strategies? MORE LATER 6 critical questions to consider before you start blogging

9. Copyright 2009 9 Getting Started with a Plan What are you hoping to achieve? Knowing the ultimate object will make it more likely to obtain success, however you define it. Who is your audience? Education level? Are they familiar with topics/concepts? Why are they reading/visiting? What viewpoint do you plan on providing? Digesting the facts + a little analysis and opinion = good information What is your censorship plan? You absolutely need to self-censor! But what about obnoxious comments? 1 st 2 nd 5 th 3 rd 4 th What content will you provide? Analysis of cases? Critique legislation/rules? Strategies? MORE LATER 6 critical questions to consider before you start blogging

10. Copyright 2009 10 Never post something when you are hot under the collar. Observe the 3 second rule: if you have to think more than 3 seconds DON’T POST! Self Censorship Have a plan in advance!

11. Copyright 2009 11 Never post something when you are hot under the collar. Observe the 3 second rule: if you have to think more than 3 seconds DON’T POST! Talk to people you trust about whether it is appropriate. Reflect and consider toning down if there is concern. The Internet is forever! Self Censorship Have a plan in advance!

12. Copyright 2009 12 Never post something when you are hot under the collar. Observe the 3 second rule: if you have to think more than 3 seconds DON’T POST! Talk to people you trust about whether it is appropriate. Reflect and consider toning down if there is concern. The Internet is forever! Make sure you are always forwarding some goal. Be yourself, but push the envelope only when it serves a purpose. Self Censorship Have a plan in advance!

13. Copyright 2009 13 Getting Started with a Plan What are you hoping to achieve? Knowing the ultimate object will make it more likely to obtain success, however you define it. Who is your audience? Education level? Are they familiar with topics/concepts? Why are they reading/visiting? What viewpoint do you plan on providing? Digesting the facts + a little analysis and opinion = good information What is your censorship plan? You absolutely need to self-censor! But what about obnoxious comments? 1 st 2 nd 5 th 3 rd 4 th What content will you provide? Analysis of cases? Critique legislation/rules? Strategies? MORE LATER How will you establish yourself as an authority? Is it better to say you’re an expert or have the reader conclude it? 6 th 6 critical questions to consider before you start blogging

14. 14 Copyright 2009 How will you establish yourself as an authority? Is it better to say you’re an expert or have the reader conclude it? 6 th Be YOURSELF!

15. Copyright 2009 15 But, while being yourself, remember… Readers expect you to be knowledgeable and important!

16. Copyright 2009 16 Knowledgeable people know things Resist the temptation: “I didn’t realize” or “I was surprised to learn” or “It is my understanding” or… But, while being yourself, remember… Readers expect you to be knowledgeable and important!

17. Copyright 2009 17 Knowledgeable people know things Resist the temptation: “I didn’t realize” or “I was surprised to learn” or “It is my understanding” or… People like to listen to authorities But if you are truly important you don’t have to say you are important! But, while being yourself, remember… Readers expect you to be knowledgeable and important!

18. 18 Copyright 2009 And also remember to CENSOR yourself…

19. Copyright 2009 19 Time to Write 6 keys to finding a niche that you enjoy and can make relevant

20. Copyright 2009 20 Time to Write What questions do you get from clients repeatedly? Clients and potential clients have lots of questions, and they look for answers on the Internet. 1 st 6 keys to finding a niche that you enjoy and can make relevant

21. 21 Copyright 2009 Patent search vs. infringement opinion

22. Copyright 2009 22 Time to Write What questions do you get from clients repeatedly? Clients and potential clients have lots of questions, and they look for answers on the Internet. Motions, memos of law, briefs, form letters, Office Action responses. Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE! 1 st 2 nd 6 keys to finding a niche that you enjoy and can make relevant

23. Copyright 2009 23 Time to Write What questions do you get from clients repeatedly? Clients and potential clients have lots of questions, and they look for answers on the Internet. Motions, memos of law, briefs, form letters, Office Action responses. Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE! 1 st 2 nd 3 rd Listen for fun and interesting things in the news. Can you somehow tie something topical into an article? Ride the news wave for traffic! 6 keys to finding a niche that you enjoy and can make relevant

24. 24 Copyright 2009 Cloaking device patented

25. Copyright 2009 25 Time to Write What questions do you get from clients repeatedly? Clients and potential clients have lots of questions, and they look for answers on the Internet. Motions, memos of law, briefs, form letters, Office Action responses. Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE! Writing to get clients requires ACTIONABLE INTELLIGENCE Wishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers! 1 st 2 nd 3 rd 4 th Listen for fun and interesting things in the news. Can you somehow tie something topical into an article? Ride the news wave for traffic! 6 keys to finding a niche that you enjoy and can make relevant

26. 26 Copyright 2009 DON’T write like a lawyer!

27. Copyright 2009 27 Time to Write What questions do you get from clients repeatedly? Clients and potential clients have lots of questions, and they look for answers on the Internet. Motions, memos of law, briefs, form letters, Office Action responses. Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE! Writing to get clients requires ACTIONABLE INTELLIGENCE Wishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers! What are the interests of your audience? Expand your core writing to related topics of interest to your audience. 1 st 2 nd 5 th 3 rd 4 th Listen for fun and interesting things in the news. Can you somehow tie something topical into an article? Ride the news wave for traffic! 6 keys to finding a niche that you enjoy and can make relevant

28. 28 Copyright 2009 The Colin Cowherd Principle

29. Copyright 2009 29 Time to Write What questions do you get from clients repeatedly? Clients and potential clients have lots of questions, and they look for answers on the Internet. Motions, memos of law, briefs, form letters, Office Action responses. Much of the writing lawyers do is generic explanation, which is then applied. TRANSLATE! Writing to get clients requires ACTIONABLE INTELLIGENCE Wishy-washy, down the middle, 2-handed, isn’t useful. Clients want answers! What are the interests of your audience? Expand your core writing to related topics of interest to your audience. 1 st 2 nd 5 th 3 rd 4 th Listen for fun and interesting things in the news. Can you somehow tie something topical into an article? Ride the news wave for traffic! Write something frequently, but make NO promises. If you set a schedule people will expect you to deliver. 6 th 6 keys to finding a niche that you enjoy and can make relevant

30. Copyright 2009 30 Gaining an Audience Guest write for other, more well known blogs. IPWatchdog is always looking for guest articles. 1 st

31. Copyright 2009 31 Gaining an Audience Guest write for other, more well known blogs. IPWatchdog is always looking for guest articles. Seek out guest authors. The more people who have an interest in promoting you the better. 1 st 2 nd

32. Copyright 2009 32 Gaining an Audience Guest write for other, more well known blogs. IPWatchdog is always looking for guest articles. Seek out guest authors. The more people who have an interest in promoting you the better. 1 st 2 nd 3 rd Use social media to push your articles. Make it easy for readers to tweet and like and share your articles with others.

33. Copyright 2009 33 Gaining an Audience Guest write for other, more well known blogs. IPWatchdog is always looking for guest articles. Seek out guest authors. The more people who have an interest in promoting you the better. Push your articles to subscribers. Even a free service like Feedburner will suffice to send your articles out. 1 st 2 nd 3 rd 4 th Use social media to push your articles. Make it easy for readers to tweet and like and share your articles with others.

34. Copyright 2009 34 Gaining an Audience Guest write for other, more well known blogs. IPWatchdog is always looking for guest articles. Seek out guest authors. The more people who have an interest in promoting you the better. Push your articles to subscribers. Even a free service like Feedburner will suffice to send your articles out. Consider advertising using Google Adwords. There is nothing wrong with paying for some traffic legitimately. No black hat. 1 st 2 nd 5 th 3 rd 4 th Use social media to push your articles. Make it easy for readers to tweet and like and share your articles with others.

35. Copyright 2009 35 Gaining an Audience Guest write for other, more well known blogs. IPWatchdog is always looking for guest articles. Seek out guest authors. The more people who have an interest in promoting you the better. Push your articles to subscribers. Even a free service like Feedburner will suffice to send your articles out. Consider advertising using Google Adwords. There is nothing wrong with paying for some traffic legitimately. No black hat. 1 st 2 nd 5 th 3 rd 4 th Use social media to push your articles. Make it easy for readers to tweet and like and share your articles with others. Alert bloggers of newsworthy items. We can’t write everything. Make it easy to digest. 6 th

36. Copyright 2009 36 Maybe it’s obvious… BUT… BE ORIGINAL! Original content is KING on the Internet. Cutting and pasting press releases or articles from a service will NOT make your blog a destination for people to return to on the Internet.

37. 37 Copyright 2009 The Internet is WORLDWIDE!

38. The first “W” in “WWW” stands for “World” and the second “W” stands for “Wide.” 38 Copyright 2009 The Internet is WORLDWIDE!

39. The first “W” in “WWW” stands for “World” and the second “W” stands for “Wide.” In the intellectual property world clients don’t come from your neighborhood, they come from anywhere. 39 Copyright 2009 The Internet is WORLDWIDE!

40. The first “W” in “WWW” stands for “World” and the second “W” stands for “Wide.” In the intellectual property world clients don’t come from your neighborhood, they come from anywhere. I almost never get local clients, but have gotten more than a few from Australia, New Zealand, the UK and all over the United States. 40 Copyright 2009 The Internet is WORLDWIDE!

41. Gene Quinn gquinn@ipwatchdog.com IPWatchdog, Inc. 525-K East Market Street #331 Leesburg, VA 20176 Phone: 703-740-9835 41 Copyright 2009 Questions? Need More Information? Feel free to contact me.