How to Be King or Queen of Your Legal Practice, not a Jack (of All Trades)
There is an old phrase about being a jack of all trades, but a master of none. That's not always meant as a compliment. While there is a great deal to be said for possessing a wide base of knowledge and experience, being a generalist, or at least being perceived that way, can hamper your ability to convince potential clients that you can handle their specific matter.
This can be a particular challenge when you work for a general practice firm that handles a wide variety of matters. Even if your practice hones in on one area, you may still have to work to make people believe that you understand their situation and have the experience to achieve a good result. Even if you don't think you have this image problem, it's always a good idea to take some time to market yourself. Enhancing your credentials as a thought leader in your practice area will give clients and colleagues even more confidence in your background and skills. Here are a few ways you can do that:
> Figure out what kind of a thought leader you want to be.
Being a thought leader can encompass many things. Do you want to be the go-to person for media quotes? Do you want an extremely active social media presence? Do you want to be known as the attorney who wins the hard-to-win cases or gets the big awards?
Decide what you want your main message to be. Think about your short-term, mid-range and long-term goals, then focus your efforts to get there.
> Get your name out there.
Your social media presence will help set you apart as a thought leader. In fact, some potential clients will never find you if you aren't active on LinkedIn, Twitter and Facebook. If your approach so far has been haphazard, develop a concrete plan. Maybe you want to blog three times a month, or have a certain number of your posts shared on LinkedIn. Whatever you decide, commit to doing it, then track your progress.
You can also establish your credentials offline. Depending on your goals, you may want to start publishing more articles in popular media or the trade press. Perhaps you want to take on more speaking engagements with bar and trade association groups.
> Back it up with concrete examples.
Don't be afraid to toot your own horn. Be sure to include case results, speaking engagements and links to your social media presences on the firm's website and in other marketing materials.
To learn more about establishing yourself as a thought leader, contact a LexisNexis Law Firm Marketing Specialist or call 866-799-3717.
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