A Brief History of Choosing a Lawyer

Marketing has certainly evolved in 59 years yet some things never change. Below is my take on the evolution of client development in that period of time.

1955: Word of mouth, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1965: Word of mouth, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card. More savvy lawyers would have a folder with recent cases and a biography. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1975: Word of mouth, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card and a folder with recent cases, firm information, and a biography. More savvy firms would have bio's of other team members proposed in matter. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1985: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with a business card and a folder with recent cases, firm information, team biographies. More savvy firms were printing marketing materials in four-color. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

1995: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with team of lawyers, business cards, four-color marketing materials including recent cases and firm capabilities, team biographies. More savvy firms were demonstrating nascent internet and electronic presence . Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

2005: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with team of lawyers, business cards, four-color marketing materials including recent cases and complete firm capabilities, team biographies. More savvy firms were offering electronic marketing materials, web site references and internet based client solutions plus references to internet based rating sites and public domain accolades. Potential client was completely reliant on trusted personal relationships and chemistry of interaction.

2009: Word of mouth, news generated by industry organizations, daily's and specialty publishers, personal introductions, reputation -- lawyer would show up for face-to-face meeting with team of lawyers, business cards, four-color marketing materials including recent cases and complete firm capabilities, team biographies, electronic marketing materials, web site references, internet based client solutions plus references to internet based rating sites and public domain accolades. Savvy firms are exposed through social net via LinkedIn, Facebook, Twitter, etc. Potential client is completely reliant on trusted personal relationships and chemistry of interaction.

While we have found more ways to introduce ourselves to a potential client the one thing that does not change is: "Potential client is completely reliant on trusted personal relationships and chemistry of interaction."

No matter how incredible and savvy you are in all of the new choices for promoting yourself, ultimately you will only win new business by establishing a trusting relationship and working for strong chemistry with your potential client.

Any questions?

Ah-Ha Moments Can Differentiate a Law Firm

In most instances the practice of law is fairly routine. Repetitive tasks performed for a client to satisfy regulatory, business and court requirements. Definitely each lawyer brings his/her unique skills and insight -- yet so much is routine.

Once in a while though we and our clients experience a moment when our cylinders are running at full speed and all of our experience and knowledge produces an undiscovered path. This is the moment you, and/or your client are completely surprised and exclaim, "AH-HA! Why didn't I/we think of that before!"

In these rare moments are the kernels of what CAN differentiate you from all the other firms and lawyers around you. These moments are the birthplace of packaging a legal product.

Recently two lawyers at my firm experienced such a moment -- they accomplished what no other lawyers had yet imagined and the results were nothing less than remarkable. What they did is not as important as recognizing the moment (and if I offered any details... now that would be giving up too much too soon.).

In solving a challenge these two lawyers actually carved out an entirely new "product" that can be marketed to many clients and prospects. This one AH-HA moment could be a gold mine on a map with no current competitors!

The lesson as a marketer here is to diligently listen for exuberant surprise from a client or lawyer. Behind their surprise may be an entirely new product and category for the marketing team to promote.

5 Tips for Personable Headshots

99% of all lawyer bio photos look like mug shots of the rich and kind of famous. Nice attire, tasteful backdrop, deer-in-the-headlights. I would show examples but the defamation law suits for showing what is already out there would be endless. Go to justaboutanylawfirm-dot-com but your own and you will know I am right.

Several years ago I was fortunate to work with a great model photographer -- his simple tips were so good that ever since even my drivers license photo is complimented.

Stand Unnaturally: When we are just standing around (no cameras) talking away we naturally place our weight on one foot. This weight placement shifts our hips, our shoulders and our chin. But put us in front of a camera and suddenly we are straight and stiff. Force yourself to stand on one foot pointed a bit away from the camera. IT WILL FEEL UNNATURAL but it will be a much more genuine pose. Whether standing or seated the key is to never have your hips facing the camera.

Talk to the Camera: Yup, you heard me. Talk to the camera. Say something silly like "I only have eyes for you" or "What are you looking at big-eye!?". Maybe even name the camera... "O.K. Jim. What are YOU looking at!?" If the camera can become a personality your attitude and composure will relax.

Get Close with the Camera: Lean forward, like you are interested in what happens next. Literally. Lean towards the camera. It feels even more awkward but the results are amazing

Smile Like Recalling a Pleasant Memory: No one needs to see ALL your teeth. That's like serial weird crazy. And no one connects to people with tight lips. Think about a pleasant memory and wear the kind of blissful smile we all wear with warm memories. That does mean your cheeks and eyes are involved. If you do not feel the muscles in your face moving upward a bit you can always practice just a bit more....

Focus Your Eyes Above the Camera: Not like at the moon, but not "deer in the headlights" smack on directly into the lens. Look at anything close BUT NOT AT THE LENS!

If you have the presence to remember these few steps when a camera is aimed in your direction I guarantee you will never have to hide from you photos ever again... and at least your law firm web site mug shot will illustrate your personality.

May "The Pause" Be With You

Most conversations are pretty predictable -- I have a bunch of stuff I want to say and he/she has a bunch of stuff to state as well. Both of us are looking for triggers and words so that we can say out loud what we want to state.

By habit we are all socially selfish, want to dominate a conversation and want the other person to agree with us. In a selling or relationship development situation this primal social instinct is so dangerous it is toxic!

Consider using "The Pause".

The Pause is the uncomfortable moment in a conversation when each person is silent and it is my turn to say something.

Instead of formulating your answer WHILE the other person is speaking, wait until he/she has finished, pause while you at look him/her, take a moment to read their face and body language, THEN, consider your next words BEFORE you speak.

If you are skeptical this one conversational behavior can transform your relationships I challenge you to try it one time with someone close to you. This new habit could put you over the top as a rainmaker!