You may hear some senior lawyers say: “Just do great work and the clients will come.”

You may hear other senior lawyers say: “It’s not what you know, but who you know.”

oilers logo.gifThose approaches worked well by themselves when the football team in Houston was called the Oilers, but they are not enough now. Today, there are plenty of fine lawyers doing very good work. Clients are no longer local and no longer loyal. They have more choices and less time to choose.

The net of all these changes is: “You have to become visible and credible to the potential clients who can hire you.” Because lawyers are creating so much content and pushing it at clients, the content you create must be more valuable and must pull clients to you. To create that valuable content, you should constantly read news and business articles in order to anticipate what legal issues your clients and potential clients may face in the future.