“How do I become an expert in my field?” Good news. In the eyes of most prospective clients, you already are.
You have the license, the big leather chair, and you wear a suit and tie. With most consumers, it doesn’t take more than that. With many business clients, it doesn’t take a lot more.
But what about other lawyers? Do they see you as an expert? If they do, you probably get lots of referrals from them, and not just any referrals but big cases and valuable clients. You may also be sought after for interviews and speaking engagements that further enhance your reputation.
Being an expert has it’s privileges, yes? So, how do you develop an expert reputation?
Winning big cases and having prestigious clients, that’s how. But. . . how do you get the big cases and prestigious clients if you don’t have the reputation?
It is a “Catch 22”. But fortunately, in marketing, perception is everything. You are an expert if people perceive you to be one and there are things you can do to enhance that perception.
One of the best things you can do to be seen as an expert is to associate with experts. Identify people who are already acknowledged as successful in your field or market and associate with them. Go to the events they go to and meet them. Get your picture taken with them. Introduce them to other people you know at the event (even if you just met them that day).
Mention their name on your blog. Congratulate them on their recent victory. Link to their website. Quote them in your writing and speaking.
Contact them and ask to interview them for your blog, article, or newsletter. Suggest their name as a guest speaker at other events you attend. Send them some business.
You start where you are. Eventually, you’re having lunch with acknowledged experts, being seen with them, learning from them, and being introduced by them to other experts, on your way to being seen as an expert in your own right.
We are judged by the company we keep. If you associate with successful people, others will assume that you have their seal of approval and accept you into their circles. Then, someone hires you or give you a referral and you’re on your way.
I love it when a plan comes together, don’t you?
Your clients and contacts can help you quickly get a lot of business. Here’s how.
