Many lawyers think they must demonstrate how smart they are with their legal marketing. They use lots of jargon and they write and speak at a level that only (some) other lawyers can understand. This is a mistake. Your clients will relate to you if you speak their language. This video describes what I mean.
As we have discussed many times, legal marketing is about building relationships. If you want to build a good relationship quickly you should speak the language your client speaks. This means writing like a normal person when you post articles on line or in print.