When bike riding and approaching a large hill, the most common way to approach it is to attack the hill on your bike. There is no easy way to bike up a hill. Instead of letting inertia and laziness take over, you must make that Herculean effort to overcome gravity and propel yourself up the hill in an aggressive and confident manner. When you’ve reached the top you glance down at the hill that you just conquered. Even though you may be exhausted from your climb up the mountain, looking back to the bottom of the hill is filled with a great sense of accomplishment. When faced with doing something easy, or doing something hard, you will usually be better off attacking the challenge that is more difficult, rather than taking the easy and lazy way out.

There is a road in Great Neck which forks left and right. The path to the left affords me a straight and level road. The path to the right offers a quick downhill but then an intense and short uphill section of road. Either choice of road gets me to the same exact place. When you arrive at the fork in the road ask yourself “Do I take the easy road, or the more challenging one?”

An attorney called me to review a medical malpractice case, which I quickly rejected. He then asked if I would refer any people who had a problem within his specialized expertise in a little-known field of law.

I asked this attorney to write a blog post, about 350-400 words long, so I could post it on one of my blogs. The purpose? So my readers could learn from his expertise and know that he’s a good source of information for this particular problem. Instead of taking me up on my offer to write a guest post, he said “Why don’t we exchange website links…if that’s actually permissible.”

1. You can educate your viewer
2. Your viewer gets to hear you before ever meeting you
3. Your viewer gets to see you before ever meeting you
4. Your viewer gets to hear your expertise before ever meeting you
5. A viewer is able to make an educated decision about whether you are the right lawyer for them, before they ever meet you

You can’t do that with a yellow pages ad.
You can’t do that with a classified or display ad in a newspaper.
You can’t do that with a static website.
Nor can you do that with photos on your website.

When a potential client comes into your office, isn’t your goal to educate them about how a lawsuit like theirs works, and how you can best guide them through their lawsuit?

Didn’t you ever wish you could simply answer a viewer’s question online but had no real way to do so except for replying in an email?

When you are buying a big-ticket appliance or a large flat-screen TV, don’t you want to read the reviews of what people who have purchased the item said about it…all before you spend your hard-earned money? Of course you do.