Prospective clients hire lawyers they trust. If they hired you in the past, or been referred to you by someone who knows and trusts you, they’re more likely to choose you to represent them because of that trust.
What if they don’t know you? Or been referred to you? What can you do to gain their trust?
Yes, show them testimonials, describe your successes in the courtroom, list your publishing and speaking credits–the usual indicia of authority go a long way towards building trust. But what if you don’t have those tools in your toolbox, or what if they aren’t enough?
The answer? Leadership. Show them you’re not like other lawyers, you are a leader.
A simple way to do that is through your marketing messages (ads, articles, social posts, website, etc.). When they convey confidence, when you sound successful and have a positive outlook, people are more likely to trust you.
Because you appear to be a leader and people are attracted to leaders.
Nobody wants to hire a lawyer who sounds unsure of their abilities or their future. They want to be represented (protected) by someone who is very good at what they do, and knows it, and is optimistic about the future, because they playing a role in creating it.
Clients are attracted to lawyers who are confident, enthusiastic, and forward-looking. Lawyer who talk about ideas and opportunities, growth and positivity, a better world for himself and his clients.
They aren’t attracted to lawyers who dwell on doom and gloom. That kind of drama may get some attention on social media, but long term, nobody wants to follow someone with that kind of message.
People want to work with a lawyer who knows where they are going and is excited about going there.
Show people your optimism and belief in a better future.
In your posts, your messages, your articles and interviews, talk about the future you are building.
Talk about projects you’re working on, other leaders you are aligned with, great causes you support and are helping to gain traction.
Show them your belief in a better future and they will want to join you.
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