I love watching a professional do his or her work. When I see a studio musician, a house painter, or gourmet chef doing what they do, I admire their skills and how they deploy them. There is a grace to what they do. It is effortless and efficient.
They look like a professional.
If I was planning to hire them, seeing them work would inspire confidence. I’d know I was getting someone who knew what they were doing. I wouldn’t worry about them making mistakes. I would know they were worth every penny they asked. Once I gave them the job, I’d get out of their way and let them do what they do.
Wouldn’t it be great if our clients could watch us work and have that same confidence about hiring us?
But a lawyer’s work isn’t visual. We work in our heads, mostly, and on paper. When we talk to people, it’s nothing like what lawyers do on TV. What we do looks boring. Watching us work is unlikely to inspire anyone.
You might not want to show people what you do, but you can do the next best thing. You can show them what it looks like after you have done it.
Show people photos of your office, your library, and your staff. Show them photos of you coming out of court, shaking hands with clients, and speaking in front of a crowd. Make sure you’re wearing the uniform (suite and tie) clients expect you to wear.
Make sure your website looks professional. You don’t need fancy (which can actually work against you), just not amateurish.
Let your content do most of the heavy lifting. The quality, depth, and quantity thereof should leave no doubts about your experience and ability to help your clients.
Make sure people see you doing things professionals do. Speaking, writing articles and books. Teach a CLE class (even once), because if you teach other lawyers, you must be good.
Promote the fact that you have forms and systems for everything. The chef has his tools, you have yours.
Don’t hide your light under a bushel. Highlight your awards, honors, and milestones. Post testimonials, endorsements, and positive press.
Clients and prospects are watching you. Show them the professional they want to hire.
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