It’s often said that clients prefer to hire lawyers they “know, like, and trust,” and that’s true, but something’s missing. The aphorism begins with the statement, “All things being equal…” meaning when the client has a choice of lawyers with the same or similar capabilities, or who offer the same benefits, those clients tend to choose the lawyer they “know, like, and trust”.
You have to be able to solve the client’s problem or help them get something they want. And prospective clients (and the people who refer them) need to believe this.
In other words, you can’t build a practice on good looks alone.
Which is why your marketing must begin by telling people what you do and how you can help them, and offer some proof that you can deliver.
Most lawyers try to do that. Fortunately for you, most don’t do a great job of it. They list their practice areas and note some of their accomplishments, but little else. If you know what you’re doing, you can easily show your target market that you are the better choice.
But at least show them you are a contender.
And then, help them get to “know, like, and trust you” through your speaking, networking, writing, how you comport yourself when you meet them, and through testimonials and reviews from your happy clients.
Let your clients describe how you made them feel safe, what it was like having you by their side, how you were patient, thorough, fair, and honest.
Let the people who know, like, and trust you tell others why they chose you and recommend that others do the same.
There’s a formula for that
