“Stop talking about yourself”. That’s the advice we’re often told about marketing, but I don’t agree with it. Most lawyers need to talk about themself more, not less.
But there is a limit.
If you added a new article to your website or recorded a new video, if you’re writing a book or speaking at an upcoming event, if you were just hired by a well-known client, tell your subscribers and followers about it.
And tell them why they should care.
If they read your article or come to your event, what will they learn? How will they be better off? If you hired a new adminstrative assistant, how will this help you do a better job for your clients?
If there’s a benefit to your reader or follower, talk about it. That’s something they will definitely want to hear.
Why should they care that you were just hired by a well-known client? You may be proud or excited but what’s in it for your other clients?
Sometimes, the benefit is implied. If a well-known company in their niche hired you, it suggests to your other clients that they are in good company. Clients want to hire attorneys that are in demand by other clients, especially when they are well-regarded in their market or industry.
Okay, but what about sharing personal stuff? Nobody cares about what you ate for breakfast or where you went on vacation.
Maybe they do.
Clients and prospects and colleagues–the people who read our newsletter or blog or follow us on social, the people who hire us or refer others to us–want to know that we have a life outside of our work.
But again, there’s a limit.
If you did something or saw something on your vacation you believe will interest readers or followers, tell them about it. But make sure it’s interesting.
Maybe it’s a lesson you learned about how things are done in a different country or culture, something you’ve never experienced or thought about before, and maybe your readers will be interested to hear about that difference.
Why would anyone be interested in what you ate for breakfast?
Well, maybe you tried a high-protein, low-carb meal on the recommendation of a friend who has lost a lot of weight or improved a medical issue by doing that and you’re encouraged. Maybe some of your readers will be interested in trying that because they have a similar challenge, or they simply care about you and want to know that you’re doing well.
Sharing personal stories is fine. But make them interesting. Relevant. Or fun.
And don’t go on an on about it.
People want to know things about you beyond your resume. Tell them something. Just don’t tell them everything.
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