It is more difficult than ever to stand out in the crowd. But, many lawyers I coach have found ways to identify a challenge faced by clients, offer a solution and give it away.
Jennifer is a Labor and Employment lawyer I coached a couple of years ago. Her firm gives an annual Labor and Employment workshop, which typically draws over 100 people.
In 2006 just before the workshop, Jennifer called me and said:
Cordell, you always suggest I give something away, what should I give the human resources professionals who attend our workshop?
I told her to think creatively and come up with something HR professionals would value.
Jennifer called me a couple of weeks later and she was very excited. She had gotten an idea from a fast food restaurant that had a laminated book on a ring for young children to read. Jennifer created an Easy Guide to Labor and Employment Laws in a laminated book, put it on a ring with a hook and handed it out to those who attended the workshop.
Shortly after the workshop I received an email from Jennifer. Here is what she told me.
Just wanted to let you know that I took some of those Easy Guides I had told you about out to some of my clients last Thursday afternoon. I ended up with three new matters as a result of those meetings. Sounds strange, but going to them with something in hand really worked!!
Almost two years later, I heard from Jennifer again. Here was her update:
The Easy Guides continue to get me/us out there in new ways. We got a request a few weeks ago from a consultant who speaks to over 1000 people a year. He wanted to buy some Easy Guides to give out at his talks. We’re working out a deal with him that includes mention of the firm (and me hopefully), etc.
I bet your clients would value an easy guide. Give them one and you might be remarkable in their eyes.