Breaking news: Marvel’s new superhero is an attorney.
Well, it should be. After all, attorneys do for their clients the same things Thor does for Asgardians, and we only think we’re gods.
Clients want their attorneys to keep them safe, vanquish the bad guys, and give them peace of mind. They want their attorneys to have amazing strength and skills and always know what to do. And that is the image we must continually portray.
But clients also want to connect with their attorneys on a human level. They want to know that we can relate to their problems and understand how they feel. They want to know that we are invulnerable on the outside, but on the inside, in many ways we’re just like them.
Show your clients that you are vulnerable on the inside and you will endear them to you. Share some of your failures and shortcomings and how you overcame them. Let them know about some of your faults and fears.
In speaking with clients, in your writing and public speaking, in interviews, let people see that there is a real person inside the superhero costume. Give them a glimpse of your personal life. Tell them what you do on weekends, talk about your kids, your vacations, and your outside interests.
Let them know that while you slay dragons during the day, at night you’re a mom or dad, a husband or wife, and a member of your community. Just like them.
