Throughout my long career in legal marketing, I cannot count the number of times that I heard, “Joe” is such a good lawyer, how come he cannot get any clients? These “Joes” are truly excellent at their craft. They produce first-rate work products and are respected by their peers. The Joes I know are thoughtful, smart, good listeners and impressive in the right setting. They are just not rainmakers. At larger firms, they may be referred to as service partners. I hate that term – service partner – so I will keep referring to them as Joes.
As a marketer of lawyers, the Joes can be challenging. It is hard to package “a good lawyer” until a client has direct experience working with a Joe. I compare it to a good meal at a supposedly great restaurant. You have no idea until you go to the restaurant and taste your meal. How did you find this restaurant to even have the experience? Did you come across a website? See an ad? Just drive by it? All of these things could happen but, more than likely, somebody told you about the great meal they had at a fantastic restaurant. Then, you may have verified on Yelp or some other rating thingy. So, simply writing a bio saying that Joe is a brilliant lawyer probably will not cut the muster.
Of course, every Joe is different. Each one has unique skills, talents, strengths and personality. It is my job to put Joe in situations where he can succeed. Here are some ideas that I may recommend to Joe once I get to know him a little better.
Marketing Tips for Joe
- Talk to those who have experienced your services – both inside and outside of your firm. Ask them to make introductions to people who need the type of lawyer you are. Because you are respected by those who know your abilities, they will be happy to make these introductions.
- Get testimonials from clients who have tasted your skills. It is one thing for you to say what a great lawyer you are. However, it makes a bigger impact when others say it.
- Impress your adversaries – whether in litigation or in a deal. I know one Joe who has the unique ability to get hired from people he sat across the table from during transactions. The other parties were impressed with his lawyer-ing and style.
- Become a moderator on a panel. The moderator gets to ask thoughtful questions, listen to responses from the panelist and really show his or her stuff by responding.
- Join groups where you get a seat at the table. There are groups out there like TAB and EO that will give you a platform where decision-makers can get a little taste of your awesomeness.
Again, these are just a few general ideas.
If you are a great lawyer but are having a hard time building a book, maybe it is time for a different approach. Let’s talk, figure out the right strategy for you to land clients. Don’t be a regular Joe, be a successful Joe. Get people to the table and let them taste what a terrific lawyer you are. Contact us at ed@ESQuisitemarketing.com or cady@ESQuisitemarketing.com.