Usually, I like to highlight articles that our audience should read and follow. But here’s one that you really shouldn’t – unless you want to learn what not to do to market a practice. This article from the usually valuable publication, Law Practice Today contains some really poor advice on rainmaking in its monthly Meet the Rainmakers column for the February issue. The article profiles a biglaw attorney who, by her own description, engages in no rainmaking efforts except for an women’s networking retreat every couple of years and just “being the best lawyer” she can be.
Sorry – but being “the best lawyer” you can be isn’t a marketing strategy. It’s a given, a starting point, a professional obligation that all of us have to our clients. How can we compete for business with the numerous other attorneys who are also out there “being the best lawyers” that they can be ?
Moreover, clients are never going to find out that you’re “the best lawyer” you can be if you’re not out there to begin with. This doesn’t necessarily mean schmoozing on the golf course, but it involves writing articles, speaking at seminars and constantly staying in people’s faces so that when it’s time to hire, they’ll remember you.
Personally, I’m leery about attorneys who are passive about marketing. Because after all, if you can’t – or aren’t willing – to step up to the plate and sell yourself, then how can you sell your clients’ cause when you’re working for them?