Mastery

WHY DIGITAL MARKETING IS AN ESSENTIAL SKILL FOR ANY LAWYER’S SUCCESS?

WHY DIGITAL MARKETING IS AN ESSENTIAL SKILL FOR ANY LAWYER’S SUCCESS?

That’s right! I assert it’s a digital marketing skill, not just a tool! Let me elaborate on this distinction:

A tool is an instrument that you use to perform a specific task. Say, if you want to promote yourself in the digital space, then you use certain tools, which are specific to digital marketing, such as Social Media, Email Marketing, Podcasts etc. You set certain targets, you create a budget, and you hire someone to use specific tools for your legal business to be successful i.e. achieve the results you want.

However, I cannot stress enough the importance of Being a Digital Marketing Expert. Not as an instrument that you pass on or delegate to others to handle for you, but as a way of being for your own success as a Legal Professional. When you are a Digital Marketing Expert yourself, then beyond understanding the tools and what you can do with them, you become extremely Powerful with:

  • (i) what is Important to you in practising your profession, your Expertise;
  • (ii) where you want to Make a Difference through being a lawyer;
  • (iii) the way you communicate – what is important to you, your projects, the results you produced with your clients, your peers, and other stakeholders;
  • (iv) building a community around you, far beyond your immediate contacts, of like-minded people. 

Promoting ourselves as lawyers and our legal business is not something we learned in Law School. And that is a fact. We’re all “illiterate” in this respect, coming out of Law School. So, we have to acquire this through our own experience or by learning from others.

When my father started practising as an attorney-at-law in Romania back in the late seventies, there was no social media, internet, or even mobile phones! He had a landline at home, he met his clients in our living room in the afternoons, in our two-interconnected-bedroom apartment (meanwhile, we would have to sit quietly in our bedroom or kitchen and not interrupt). The only channel available for promotion for lawyers back in the day was a room within the courthouse where people would come and… smoke. It was there where he met potential clients, typically upset or disgruntled people who would come to complain at the courthouse. The onboarding was done there and then. Later, being successful with a client’s case would attract more clients and in time he would build his reputation and so on. It took years of hard work, commitment, relentlessness in the fight for human rights in Romanian society.

But those days are gone, and we now live in a Digital World, where anything is possible. And that is why I am sharing this story with you; to make you aware of how far we have come in the promotion of our legal practice. And even though in some ways or forms the “fumoir” experience may still take place, there is so much more out there available for us to meet our clients, promote ourselves and build a reputation. 

Provided always that our Core Principles of practising the legal profession are observed, the information we provide to the public is accurate and not misleading, with Integrity, Authenticity and Alacrity. I strongly believe that we, as legal professionals, have come a long way in promoting ourselves and our legal business. In fact, I see Digital Legal Marketing as an Essential Skill to Promote and Ensure Civil Society’s Access to Justice.

If you want to learn how You can Make a Difference through your Legal Practice, by becoming a Digital Marketing Expert yourself, contact me for a free 45-minute coaching session!

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7 TIPS ON HOW TO HANDLE TOUGH LEGAL QUESTIONS. ON THE SPOT.

I asked myself how to handle tough legal questions several times and I know it’s on your mind too because it’s one of the questions which came up from the participants in my workshops. In fact, their question sounded more like this: “why don’t clients get that, as a lawyer, you cannot have an answer to everything, all the time, especially in that specific moment when they are calling you?”

Before taking the personal growth path, in my profession, I was confronted with this type of situation on a regular basis. In fact, if I look closely, I can say that most of my clients’ questions were about stuff I DID NOT know or, better said, did not have an answer to on the spot. I would, typically, do one or more of the following things:

  • be nice and helpful;
  • try to look smart;
  • take any request out of fear of closing the door on future requests and eventually end up swamped with work.

In school, if we didn’t know the answer, we wouldn’t pass the test or we’d get a poor mark. In practising our profession as lawyers, if we don’t know the answer i.e. cannot express a legal opinion on the spot, what do we do?

Here are a few tips about what you could do, right there on the spot, with your client:

1. Summarize

Summarize your client’s question to make sure you’ve captured correctly and entirely the facts and dilemma. You don’t need to repeat everything like a parrot, but you do need to make sure you’ve gotten their question fully. You can also (and I strongly advise you do this!) write the summary in an email, after your initial conversation, to confirm the agreement on your mandate and what it is that you need to address in your legal opinion.

2. Clarify

Clarify the context! Ask questions: factual questions, detail-oriented questions, but also open-ended questions. These are essential! You can also revert via email with more clarification questions, or schedule a further clarification call, or meeting.

3. Define

Define the framework! e.g. “this is a question of corporate law, specifically about limited liability companies’ formation”, or “… director’s mandate”, or “… in principle…”/ “the rule of thumb is…”. State the framework and inform them about what you would have to review or look into, in order to have the specific answer they’re looking for. It gives your client a clear sense of “you know what you’re doing”, and “they’re in good hands”.

4. Identify

Identify any stakeholders – is the opinion or answer your client’s looking for a mere question of law or is it something that depends on or might be impacted by stakeholders: business partners, public authorities, various departments within their company etc.? While your client may want to know what the law says, it is important to consider all other (decision) factors. In other words, how does the law apply in their case?

5. Be straight!

Be straight! If it’s not your field or expertise, be straight about it. It’s gonna cost your client time and money for you to look into it. Instead, you could be straight with them about it and propose you take the lead (after all, it is you whom they called, and, thus, trust), and partner up with a colleague who does already know and have experience in the field.

6. Don’t be afraid

Don’t be afraid to just say “I Don’t’ Know”. Nobody expects you to know everything on the spot. In fact, look at their question with an inquisitive and truly interested mindset, curiously. This is an opportunity to train and develop yourself professionally, your business acumen, which is essential to understanding your clients and their needs and getting what it is they want to achieve. Let them know how much time you need to look into it and by when you’ll get back to them.

7. Laugh

Finally, my favorite one: have a laugh about what you don’t know! – I always say we get too serious sometimes. Not to diminish the importance of the client’s case, or be inappropriate in a business meeting or call, but I can see how declaring that I need a software upgrade 😊 to deal with all the ideas storming through my brain, can take the pressure away from the whole situation I find myself in.  

Try these on, and let me know how it went, what you discovered?
What are some techniques you are using to handle tough legal questions on the spot?

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