Marketing is more art then science but one thing is for sure, if you take the time to define your niche, you will have a lot more success in generating referrals. I always tell my coaching clients to think of legal marketing as if you were aiming at a dart board. The bullseye is your ideal client and the work you like to do for that client.
When it comes to receiving gifts, I freely admit that I’m a tough customer. There aren’t that many things that I want. And when I do want something, I’m usually pretty picky. But this past December, my colleague, Amy Levine, found me the perfect gift. It didn’t cost a lot; but it was truly appreciated and it has been sitting on my desk ever since.
The gift was a small rubber unicorn which now serves as a daily inspiration for me.
For most lawyers, networking is right up there with getting root canal or spending time in a Porta Potty. It’s a necessary and useful activity. But it is not fun.
Attending networking functions can feel uncomfortable to many professionals. What if you don’t know anyone? What should you talk about? How do you find business leads or job opportunities in a large crowd? But networking can help you increase your circle of business relationships. It should be part of your overall marketing and career strategy.
In trying to grow your law practice, the relationships you build today will become the referral sources of tomorrow. In positioning yourself for an in-house opportunity, it will greatly help to have relationships with C suite professionals, general counsel and other contacts in the industry where you want to work.
Barack Obama took a lot of flack for that comment in 2008. On the one hand, he was marketing to his supporters and he struck a chord. At the same time, he managed to alienate a significant part of the electorate. Obama was on the right side of history, but when Hillary came out with her basket of deplorables quote, it hurt her in a significant way.
Good marketing involves good story telling. This is true whether you are marketing yourself as a candidate for a new job, marketing your company to a prospective hire or marketing yourself as a professional looking to generate new business.
Telling a “good” story is not always easy for analytical professionals. Lawyers, for example, are accustomed to “documenting” and being “thorough”. But good storytelling is not about being thorough. If you want to craft a good story, one that will make your point and one that will be memorable, it is important to be selective. Give the details which make your point. Avoid the facts which dilute or potentially contradict the message. It’s okay to be selective as long as you don’t distort the truth.