October 7, 2024
Shifting the Narrative: Why Good Lawyers Should Embrace Marketing
BY: Sharif L. Gray
I was totally against it.
I thought it wasn’t for “real” lawyers.
But then I saw this quote: “If you’re a good lawyer and you’re not marketing yourself, shame on you.”
It got me thinking.
Most people have no clue who to call or where to look when in need of a lawyer. So what do they do? They call the lawyer on the billboard, in the commercial, or in the Google ad—they call the lawyer they can find, for better or worse.
I strongly believe that good lawyers have an obligation to market themselves, so those who need them can find them. It's that simple. Failing to do so not only limits your reach, but also does a disservice to those who will end up with less capable representation (and not know it). By making yourself visible and accessible, you are upholding the integrity of our profession by ensuring that quality legal services are available to those who need them most.
Marketing also helps you shape and grow your practice in a more focused way. Instead of relying on word-of-mouth or luck, effective marketing lets you attract the type of work you actually want which you will naturally do better at. It gives you the control to build a practice that plays to your strengths and interests, making sure you're not just busy, but busy with the kinds of clients and cases you want. When you combine solid legal skills with smart marketing, it’s a powerful combination.
So how do you get started?
- Change your mindset: Recognize that marketing isn't about bragging or being “salesy.” It's about educating the public and making sure people can find you when they need your help. The goal is to position yourself as a resource, not just another lawyer looking for clients.
- Identify the type of client you are trying to help: Whether it's families going through divorces, businesses facing contract disputes, or individuals injured in car wrecks, understanding your target audience is key. Tailor your messaging to speak directly to their needs and concerns.
- Build an online presence: It's no surprise that most people will start their search for a lawyer online. So it is essential to make sure that you can be found online. A professional website that clearly communicates who you are, what you do, and how you can help is non-negotiable. And don't be shy about getting active on LinkedIn, Instagram, and other social media platforms. It’s uncomfortable at first, but the more you engage, the easier it gets.
- Leverage social proof: People trust people. Encourage past clients to leave you a review on Google or wherever your potential clients might look. I can't tell you how many times a prospective client reached out to me after reading my reviews. They really do make a difference, so make getting them a priority.
- Be intentional about networking and relationships: Developing relationships with other lawyers, professionals, and your community can not only lead to valuable referrals, but it's also fun. Never eat alone. Make it a point to get lunch with someone each week. If you're in the Richmond area, don't hesitate to reach out to me—I like food.
- Stay consistent: Marketing takes time, and the key is consistency. Whether you're posting weekly blog updates, sharing insights on LinkedIn, or attending local events, showing up regularly builds your reputation and visibility.
If you’re on the fence about marketing, I hope this post makes you reconsider. Don't hesitate to reach out to me if I can be of help to you.
Remember: there are people who need your help. You're not marketing for yourself—you're marketing for them. Because if you can't be found, you can’t help the people who need you most.