In the process of co-authoring a short book for attorneys called “Market You Must”, I’m sitting in on interviews with attorneys who are giving us their marketing tips and wisdom. Haven’t gotten permission for attribution yet, but I really want to share what we’re hearing so you can get it into your marketing plans immediately.
One comment that came up consistently is “marketing is a 2-way street”- meaning it’s an exchange of value for value. As a University of Chicago MBA, this reminds me of a painful economics course, but it is important advice! In my coaching training, someone put it very well- “choke [prospects] with value”. Always listen and look for ways to help the people you come into contact with- make a connection for them, send them information when you come across something that is relevant, make sure you know what business they are in so you can refer potential clients.
This the flip side of the previous post about making it easy for people to refer business to you- and it’s just as important. Be sure that you’re thinking and talking about helping someone build their business as you ask them to help you build yours.
If you’re an attorney who gives away value, you’ll see it coming back to you in the form of new clients and matters. Not only that- but it’s satisfying and you can’t possibly call it “sales”!
