Every lawyer wants to attract new clients and increase revenues. They may try a variety of tactics, but the results often fall short of expectations. What to do?
To attract new clients, one must be positioned as a leading expert. No one wants to retain the services of mediocrities. One begins to be perceived as an expert by publishing bylined articles in appropriately prestigious journals, being the subject of news stories that may be marketed through email and direct mail, as well as by putting on seminars and webinars. Too many attorneys do not let the world know of important cases they have won, of successful deals they have negotiated, or challenges to judicial decisions that may result in new precedents. Such accomplishments should be touted not just to the legal community, but also to spheres of influence that can enhance one’s professional reputation. News stories that are the subject of one’s accomplishments can also highlight one’s overall legal skills and creativity in formulating winning strategies and tactics. In addition, after one is recognized as a leading authority on certain legal issues, one can be called upon to offer commentary on topical legal subjects, even though one may not have direct involvement in the subject under discussion.
