You know the value of educating prospective clients in your target market about the law in your practice area(s), the risks, the options, and the benefits to be had working with a lawyer who does what you do.
And why that lawyer should be you.
You’re also hip to the value of educating other lawyers who don’t do what you do, because they have clients with problems they don’t handle, but you do. Those lawyers don’t always have someone to refer their client to, which is where you come in.
The easiest way to get on their radar is to provide them with information about your field of expertise. Teach them everything they need to know to spot issues and explain the risks and options. Educate them about the law and procedure and ethics, the way you would if you were teaching a continuing education class.
The more you teach other lawyers about your field, the more you will be seen as the expert they want to refer their clients to when those clients need help.
But you don’t have to create continuing education classes to do that. Create some reports and articles, forms and checklists, and other resources that speak specifically to lawyers.
What do they need to know? What do they need to ask their clients, and tell them? And make sure you tell them that you’re available to answer their questions and to speak to their clients.
Okay, I can see you nodding your head. This makes perfect sense. But there’s something else.
Wait for it. . .
You should also educate other lawyers who do exactly what you do.
What?! Teach my competition what I know? Why would I do that?
Because they can (and will) get this information somewhere and it might as well be from you.
When your competitors have a case they can’t handle, because it’s too big for them or they have a conflict or they’re too busy to take on more work, they will think about the lawyers they know and respect and refer that business to you.
As the go-to expert in your field, you’ll not only get more referrals, you’ll build your reputation and get invited to speak and publish and network with the stars.
Build a bigger practice by helping other lawyers with theirs.
