Thank you for sharing!

Your article was successfully shared with the contacts you provided.
Philadelphia. Credit: mandritoiu/Shutterstock.com

There’s tremendous competition among Philadelphia lawyers to attract new clients. What separates one litigator from another? What separates one real estate lawyer from another? What separates one matrimonial lawyer from another? How about medical malpractice lawyers, trusts and estates lawyers or criminal defense lawyers. Each of them wants to attract new clients and increase earnings. They may join clubs, donate time to public charities, support political leaders, speak at trade association meetings, and write articles they hope will cause their phones to ring and emails to flow into their computers. Yet, what if all those efforts fall short. What to do?

How to Stand Apart

Too many lawyers run with the herd and are indistinguishable from their colleagues. They don’t position themselves as independent experts. Yet, no one will hire a lawyer who is interchangeable with another lawyer. Every client wants to hire only the best ­lawyers, just as all patients want to be treated by the best doctors. To stand apart from the herd, one must begin by building a reputation, step by step, from the ground up. To begin, one should publish bylined articles in prestigious journals, especially those read by prospective clients. For example, if one is a labor relations lawyer who represents a corporation, one should publish in periodicals read by CEOs and presidents, as well as by senior human resource executives. Those articles should be sent with a cover letter to targeted executives, inviting each of them to contact the lawyer with any questions they may have. The next step is to be the subject of news stories that should also be marketed through email and direct mail. The news stories should position the lawyer as an expert who has just won an important case, or negotiated a valuable deal or offered expert commentary on a topical issue. Those news stories and bylined articles can be reinforced by putting on seminars, webinars and conferences. A series of ongoing press releases are ­essential. Too many attorneys do not effectively market their accomplishments, neither to spheres of influence nor to prospective clients. They may not hide their victories under a barrel, but they don’t sell the sizzle. 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. For example, years ago, one of my clients, a prominent Philadelphia labor relations lawyer appeared on “PBS NewsHour,” where he offered an explanation of management’s position on a UPS strike. He did not represent UPS, but his expertise resulted in his being retained by other trucking companies.

This content has been archived. It is available exclusively through our partner LexisNexis®.

To view this content, please continue to Lexis Advance®.

Not a Lexis Advance® Subscriber? Subscribe Now

Why am I seeing this?

LexisNexis® is now the exclusive third party online distributor of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® customers will be able to access and use ALM's content by subscribing to the LexisNexis® services via Lexis Advance®. This includes content from the National Law Journal®, The American Lawyer®, Law Technology News®, The New York Law Journal® and Corporate Counsel®, as well as ALM's other newspapers, directories, legal treatises, published and unpublished court opinions, and other sources of legal information.

ALM's content plays a significant role in your work and research, and now through this alliance LexisNexis® will bring you access to an even more comprehensive collection of legal content.

For questions call 1-877-256-2472 or contact us at customercare@alm.com


ALM Legal Publication Newsletters

Sign Up Today and Never Miss Another Story.

As part of your digital membership, you can sign up for an unlimited number of a wide range of complimentary newsletters. Visit your My Account page to make your selections. Get the timely legal news and critical analysis you cannot afford to miss. Tailored just for you. In your inbox. Every day.

Copyright © 2019 ALM Media Properties, LLC. All Rights Reserved.