Published in the July 24, 2018 edition of the Chicago Daily Law Bulletin
Most lawyers didn’t go to law school because they were interested in marketing. In general, lawyers would rather devote 100 percent of their time to client work than spend time trying to bring in new clients, but the nature of the legal services business requires almost all lawyers to be part-time marketers, as well.
Marketing your legal services can take many forms. It can involve hosting clients or potential clients at events such as dinners, sporting events, seminars and charity galas. Or you can share your experiences through speaking engagements at conferences or guest columns in publications such as this one.
It can involve maintaining an online presence so potential clients can find you when looking for a lawyer with specific qualifications. But marketing can also take place during day-to-day interactions when you have the opportunity to explain what area of law you practice to a new acquaintance.
Networking isn’t second nature for most lawyers. According to a 2016 article in the ABA Journal, roughly 60 percent of all lawyers grade out as introverts when given the Myers-Briggs personality test. This isn’t surprising given the academic nature of a legal career. It’s hard to graduate law school if you don’t enjoy spending a lot of time alone surrounded by books.
So how can lawyers step out of their comfort zone and market their services effectively?
This is a dilemma I have personally struggled with throughout my career, and I have developed a few best practices along the way.
Find ways to position yourself as an expert
Whether it’s delivering a speech at a legal or industry conference or contributing an article to a law journal or trade publication, anytime you can present yourself as an authority on a particular area of law, you will have an opportunity to grow your practice.
To find speaking engagements, go through your local bar association chapters or network through your law school’s alumni group. If you are uncomfortable speaking by yourself, a panel discussion may be a better format for you.
Once at the speaking engagement, offer to stick around afterward to answer any questions in-depth. Be sure to have business cards on hand and ask for phone numbers or e-mail addresses of the people you meet at the event so that you can follow up with them later on.
Writing for legal or trade publications is another effective way to show off your expertise. Look for legal developments that would have interest to a broad audience.
Most publications offer you a small space at the end of the piece to include a short biographical blurb. Be sure to take the time to draft that blurb carefully so that readers know how best to reach you.
If you can’t find a legal or trade publication to publish in, consider starting a blog where you can post your thoughts on various topics related to your practice.
Volunteering on the board of charities related to your practice is another effective way for potential clients to find you. I serve on the board of The Lilac Tree, a nonprofit that offers programs, events, support groups, financial advice and information sessions to navigate the divorce process.
Through my work with The Lilac Tree, I have taught classes and attended events, among other things. Each of these events has presented opportunities for me to reach a larger audience of potential clients.
Maintain a strong online presence
The world is becoming increasingly digital and more people are finding their lawyers through web searches. Whether you work at a large law firm or you are a solo practitioner, it is vital that you have a corner of the web where potential clients can learn about your practice and your experience.
Your online biography should explain your practice clearly and concisely. Also, visitors should have an easy way to reach you. Include links to articles you have written that appear online and links to any blogs you might maintain.
Social media can be another effective way to spread the word about your practice. LinkedIn, in particular, offers several marketing opportunities. At a bare minimum, you should maintain an updated resume on LinkedIn, as LinkedIn profiles tend to surface high in search results. You can post links to articles you’ve written and even contribute blog posts directly onto the LinkedIn platform.
In addition, you can create Twitter or Facebook accounts that are specific to your practice where you can share links to articles on interesting legal developments and your thoughts on various topics. Be conversational in tone and try to steer clear from topics — such as politics — that aren’t directly related to your practice and could be controversial.
Social media offers you the opportunity to be — for lack of a better word — social. Be chatty with your followers. Answer questions whenever possible without giving specific legal advice and always be sure to remind followers that they can contact you over the phone or via e-mail with specific legal inquiries.
Work on your elevator pitch
Sometimes the best marketing opportunities are the ones you aren’t expecting. It may come when you are waiting in the drop-off or pick-up line at your child’s school or out with friends when a new couple joins that isn’t familiar with you or your work.
When someone asks what you do for a living, it can be tempting to simply answer: “I’m a lawyer” rather than go into the specifics of your practice. However, you never know when a new acquaintance might need a lawyer in your specific area of expertise — or might need to refer someone.
Think of a short, but descriptive way to explain your practice that you can deliver comfortably to someone you are meeting for the first time.
The explanation shouldn’t be more than one or two sentences, but it should include what area of law you focus in and where you practice. The more often you repeat this “elevator pitch,” the more natural the delivery will become when meeting new people.
Whether it is marketing yourself in a professional setting, online or in a social gathering, remember that potential clients want a lawyer they feel comfortable working with.
Be approachable, friendly and professional in every potential marketing interaction. The more you incorporate marketing into your daily routine, the less it will feel like a burden and the more return you will get on the time you invest in your efforts.
