I run into lawyers who still believe client development is about talking about them, their law firm and what they do. Clients hear that sales pitch all the time. If you want to be more successful, change your approach. It is not about you, it is about your clients and potential clients.

It is not about what you do, it is about what your clients and potential clients do and how you can help them do it more effectively.

It is not about what you know or who you know, it is about who knows what you know.

It is not about being unfocused and random in your marketing efforts, it is about planning, staying focused and purposeful.

It is not about selling, it is about finding ways to be more valuable to your clients.

It is not about marketing to everyone, it is about marketing to a narrow targeted market.

It is not about coming across as needy or greedy, it is about coming across as caring and helpful.

It is not about obsessing over your weaknesses, it is about finding your strengths and using them effectively.

It is not about using social media to market, it is about using social media to listen and build relationships.

It is not about work-life balance, it is about planning and living based on your priorities.

It is not about getting comfortable with what you already know, it is about continually striving to learn what you don’t know.