Solo Practice

When I talk to new lawyers the first thing they say is, "I've signed up for 1, 2 10 bar associations so I can network, meet other lawyers, get some referrals going."  Right?  Wrong.  Same thing for Chambers of Commerce.

Do you want to try and catch a fish where all the fishermen are, drinking and eating, learning about fishing, socializing, comparing bait and giving awards for the nicest rod and reel?  Or if someone catches one fish and it's too small for them or not what they normally eat, you have ten lawyers fighting for this little fish to be referred out while the referring lawyer may still keep a small piece for themself. Or do you want to go fishing where the fish are big and abundant and the fishermen scarce?  If you are looking for your ideal client you want to go where the clients are many, the attorneys few.

Lisa Landy of Akerman Senterfitt, a 500 lawyer firm states:

Best Practice: Focus on organizations that attract and appeal to your ideal clients.

Rule: Your goal is to land clients, not meet competitors or vendors. If clients and prospective clients are part of the organization, you know there is value for these people.  You want to become expert in the client's business, know their priorities, speak their language, make contact and build relationships. So, for business development purposes, avoid bar associations unless you can get referral business from these other attorneys. Also avoid generic groups such as chambers of commerce.

This article is chock full of valuable advice and a good read.

Also, remember, marketing is also about having fun.  If you are not having fun, if you are biding your time networking in ways which leave you miserable, you will be ineffective.  If you are a surfer, marketing can exist at surfing competition; a gourmet chef, a dog lover, opportunities abound to market in ways you ultimately derive many benefits.  Don't get caught up in mindless cookie-cutter behaviors which leave you drained if you don't enjoy them.

What is the most creative and fun way you have networked?