Know, like, trust, rinse, repeat


You’ve heard it before: “All things being equal, clients prefer to hire attorneys they know, like, and trust”.

You need all three but let’s take a minute and talk about “know”.

In a sense, it is the easiest of the three because it is the simplest. The more people who know you, the more clients you are likely to get. Assuming you are reasonably likable and trustworthy, getting more people to know you is the 20% activity that brings you 80% of your results.

Note that it’s not necessarily how many people you know, it’s how many people know you. How many recognize your name? How many people who go looking for an attorney will find you?

It’s called exposure.

One of the best ways to get more exposure is to leverage the contacts of influential people in your target market.

Centers of interest in your community. Professionals, executives, business owners. People who run blogs and video channels. Authors, consultants, and sales people who write for, sell to, or advise people in your target market.

They can give you direct referrals. They can publish your guest post on their blog or in their newsletter. They can interview you for their podcast or video channel. They can promote your seminar, become an affiliate for your book or course, and promote your free report to their subscribers.

They can give you exposure to a large number of prospective clients. Even better, they can influence them to follow you and hire you. When they promote you, or even just mention you to their clients, readers, and contacts, they are impliedly endorsing you.

That’s the best kind of exposure you can get.

Do yourself a favor and get to know more people like that. Start by asking your existing professional contacts to introduce you to other professionals in their line of work.

You still have work to do with these new contacts but the most important part is done. Thanks to your mutual friend, they now know you. They’ll take your call and reply to your email. You’re on your way to getting their contacts to know, like, and trust you.

How to get referrals and other help from attorneys and other professionals: here