Constant Content : Legal Ghostwriting & Content : Janet Raasch : Copy for Lawyers & Attorneys, Law Firm Business Development

Over the years, I have ghostwritten more than 15 comprehensive books on a wide range of legal and business subjects.  I recently persuaded a new client to go the ebook (rather than hard copy) route.  She liked the idea -- and now I must "walk the talk" by familiarizing myself with the process, including ebook compiler software.  Based on preliminary research, it looks like folks write in Word, transfer to PDF and then upload to a compiler.  Is this correct?  Any recommendations on process as well as ebook compiler software would be welcome.  Is there any software that lets you compose and publish in the same package?

Thanks to Mister Thorne of the Set in Style blog, who posted a nice interview regarding my practice.  Questions and answers include:

What does a ghostwriter do?

What are the ethics of ghostwriting for lawyers?

How do you "bridge the gap" between lawyers and readers?

How can attorneys get articles published?

What is it like to work with lawyers and law firms?

How does your journalism and teaching background affect your work?

What is an attorney's "on-line reputation"?

How important is design?

What are the elements of persuasive writing?

How can young attorneys use writing to enhance their careers?  Partners?

Who is your ideal client?  What is your ideal project?

What is the best part of your job?

Professional service providers are in the knowledge business. You have a wealth of information that would be useful to others and that you could write about in order to enhance your reputation – but little time to do it. Or perhaps you find it difficult to translate what you know into language that will be clear and persuasive to a reader.

Working with a ghostwriter saves time and helps you meet deadlines. A good writer can help you choose a topic and an electronic or print publisher. The writer will prepare a draft (to publisher specifications) based on an in-depth interview with the author, a review of source materials provided by the author and additional independent research. The draft goes back and forth between writer and author until the author is completely satisfied that the final product accurately “speaks” with his or her voice and ideas.

Working with a professional ghostwriter can be helpful for those who have something to say, but find writing difficult. A ghostwriter also helps a professional successfully bridge the communications gap that often exists between the jargon and writing style of a professional practice area (like law, medicine, finance, architecture, engineering or software) and the language and style preferred by business and consumer publications and their readers.

Constant content for the Internet

In the Internet age, clients and potential clients (or reporters or program organizers) will put your name or practice area into a search engine as part of their hiring or decision-making process. The first page of search-engine results equals your professional reputation online -- and determines whether or not you get the call.

Janet Ellen Raasch works closely with professional service providers – especially lawyers, law firms, legal organizations and consultants to the legal industry -- to enhance your online reputation by creating informative, keyword-rich content that appears on the Internet under your own name. She writes in a style carefully crafted to appeal to the Internet reader and attract search engines.

This content can be posted on your own Web site and/or electronic newsletter – and syndicated over the Internet via RSS feed. It can be contributed to the social media Web sites where your clients congregate – blogs, content sites, social networks and wikis. 

Constant copy for print 

A well-written, published article with your name at the top is perceived by clients and potential clients (or reporters or program organizers) as a reputable third-party endorsement of your expertise in a particular subject area.

Janet Ellen Raasch works closely with professional service providers – especially lawyers, law firms, legal organizations and consultants to the legal industry -- to successfully bridge the communications gap that often exists between the jargon and writing style of a professional practice area and the language and style preferred by business and consumer publications and their readers.

Raasch uses her journalism education and experience to help you create interesting, informative articles and white papers that will resonate with publishers and readers. In addition, she writes press releases, client letters, newsletters and the full range of print marketing collateral. Most print copy will also be posted as Internet content – so there is value in working with a writer who works in both media.

Constant marketing context

The writing and publication of content for the Internet and copy for print should take place within a comprehensive marketing and business development agenda. Professional service firms “sell” the expertise of their practitioners -- and good published content and copy provide an example as well as a third-party endorsement of this expertise.

Janet Ellen Raasch is an active member of the Legal Marketing Association – and has participated in this organization as both a consultant and as an in-house marketing director. She is widely published (see "Writing Samples") on subjects at the core of legal marketing. Many of these articles are based on presentations by experts to the LMA Rocky Mountain Chapter.

Because of her dual strengths as an experienced journalist and a professional services marketer, Janet Ellen Raasch can help you create the articles, white papers and marketing collateral that enhance your reputation within an overall marketing context.

A constant stream of good content -- with your name on it and appearing in skillfully targeted electronic and print media – is one of the most effective ways to enhance your reputation as a professional -- and get new business.

Janet Ellen Raasch is an experienced independent writer who helps professional service providers reach -- and persuade -- their ideal clients through creation of by-lined content for the Internet, and copy for traditional print media.

In particular, Raasch produces content and copy for lawyers, law firms, consultants to the legal industry and legal organizations (including ABA, CBA, LMA and ALA). Because she has been an in-house legal marketing director as well as a consultant, her content and copy is written with your unique marketing agenda in mind. She is one of the best-known independent writers in this market segment.

Janet Ellen Raasch is an accomplished journalist who has written and ghostwritten more than 1,000 articles for electronic and print publication (see "writing samples"). In addition, she has written and ghostwritten more than a dozen books and numerous white papers (see "writing samples"). She has created keyword-rich content for more than a dozen Web sites.

On a full fellowship, Janet Ellen Raasch earned a graduate degree in journalism from the Marquette University College of Communications. Her undergraduate degree in psychology (with a minor in English) is from the University of Dayton. Following graduation from Marquette, she was recruited by this program to teach persuasive writing and serve as faculty adviser to all Marquette University student publications – a position she held for ten years. Because of her journalism background, her writing style resonates with the electronic and print news media. 

Janet Ellen Raasch lives in Denver, Colorado. Before choosing to focus her practice on marketing communications for the legal industry, she was a speechwriter for the Mayor of Milwaukee, a marketing communications writer for a major healthcare provider, a writer and editor for a high-tech materials magazine, and author of numerous corporate histories. She is married to investment banker Kevin O'Connor and has three adult children.

JD Supra: http://www.jdsupra.com/profile/janetellenraasch