Why you should zig when everyone else zags

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You really don’t want to stand out, do you? You’ve heard the reasoning behind it and you get it, but if you have a choice, you’d rather blend in with all the other guys and gals who do this legal thing.

You want to be left alone to do your work. You don’t want people to pay attention to all your typos and blemishes and weird ideas.

And yet, you must. You must put yourself “out there”. You must take the risk.

If you don’t give people reasons to notice you, remember you, and hire you (instead of any other lawyer), you shouldn’t be surprised when nobody does.

So, baby steps. Start with something easy. It almost doesn’t matter what it is so long as its different from what most lawyers do.

I’ll give you one. Email. When every other lawyer (and other professional) sends fancy newsletters, with pretty pictures, stylish formatting and modern layouts, do the opposite.

Plain text.

Go on, I dare you. It is a very simple way to stand out.

Plain, ugly, mono-type. The plainer the better. Like I do. Your newsletter won’t look like everyone else’s. It won’t look like something you bought from a company. It won’t look like a commercial product.

It will look like an email. Which is why it will stand out. And why it gets read.

Make your email look like a personal communication, not an ad. It’s an easy way to stand out and build a relationship with the people on your list.

You do know how to write an email, don’t you? You just put your lips together and. . . okay, nevermind. We’ll talk about that another time.

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