The 3 Steps for Rainmaking Success: Creating Visibility (Step 1)
In my last article for Legal Ink, Rainmaking Shortcuts Are For Suckers, I told you that there is no shortcut for rainmaking success. I also promised to discuss the 3 step process for becoming a great rainmaker.
To restate, the three steps are:
- Marketing: Creating visibility and becoming known as an authority in the field of law that you practice;
- Networking: Meeting people – whether in person or virtually – who want or need your services or who know people who want or need your services; and
- Rainmaking: Create Relationships in which you become the obvious and only choice to help them.
This article is going to discuss the first step, “Marketing” or creating visibility for your practice and for yourself.
With 1.268 million attorneys in the United States, you need to find a way to distinguish your services from all of those other lawyers. There are two things you need to do first in order to do so:
1. You must define your ideal clients
2. You must become “business famous”
Defining your ideal client is one of the most important first steps you can take. You cannot be all things to all people; the day of the general practitioner is done (unless you are in a small rural town and there are no other attorneys available to help). Instead, you need to find a niche or target that you would like to serve. Defining your ideal clients will allow you to begin to position yourself as an authority in their worlds. In addition, your marketing becomes much easier. Instead of “throwing everything against the wall to see what sticks,” you have the opportunity to address your ideal clientele’s needs, wants and issues.
Once you have determined your ideal clients, now you have to become “Business Famous.” Business fame is about becoming known for your expertise by your ideal client base.
Prior to the internet becoming ubiquitous, it was more difficult to become business famous. It wasn’t impossible, just harder. Now, anyone can create the visibility they would like in the target or niche they want to work.
This is where marketing your services comes into play. While marketing alone will not bring you new clients, it will allow people to know who you are. Think about it this way – marketing is what brings people into the door. The relationships you create thereafter are what will allow you to sign new clients. Remember, people do business with people they know, like and trust. Marketing is the getting to know you part.
So it’s time to let people know who you are and what you do so that when they have a legal issue which you can solve, it is your door that they knock upon. Start marketing your services with the hundreds of different marketing tactics which are available to you including, but not limited to:
- Social media,
- Email marketing,
- Industry associations, and so much more.
Spend the time necessary to become “business famous” and people will knock on your door.
“Rainmakers Are Not Born, They Are Taught sm” is a phrase that Jaimie B. Field, Esq. not only believes, but has proven with almost 15 years of teaching attorneys how to ethically build a book of business. Each and every attorney can learn to bring in new business; and now, more than ever, it is imperative to do so in order to control your career. Contact her for more information on Rainmaking Seminars, Workshops, Group Coaching and Individual Coaching to help you and your law firm bring in more business.