- Who & Why?
Category Archive for: ‘Self-promotion’
There are many days when I’m so proud of myself. I pinch myself at the thought that I get to do such great work and be of service to so many awesome professionals.
Yet, I’m careful not to be too over the top about it. I don’t want to make others feel bad or seem snooty. And that’s coming from me- the one who teaches this stuff!
After all, it’s important to be humble. Or is it?
In the world of brand development, it is important to self-promote in a healthy way so others notice you. The problem is that human nature and our egos dictate that we stay humble and not “bragg” too much.
However, we end up being the best kept secret, our self-confidence low and our dreams, just a little bit out of reach- always. This is all because we couldn’t self promote well.
On the passing of Muhammad Ali, I kept going back to one thing: his phrase, “I’m the greatest”.
Who do you think was the first person to say Ali was the greatest? Do you really think it was someone other than him?
It was often said that Ali started that phrase, “owned” it and then others believed him, too. The rest is history.
What does this mean for you?
- Do you own your greatness? If not, why?
- How will you self-promote in a healthy way and stay humble?
After all, perception is reality. If you believe it, utter it, it will become your reality and others will believe it, too.
As a former securities lawyer turned personal branding expert, I can tell you I get the pain of practicing law, juggling family and having to be seen and heard in an effort to market your practice. It’s not so easy being good at all things, all the time.
Over the years, here’s what I’ve discovered are the top three mistakes lawyers make in marketing themselves.
- We don’t think we need to market ourselves
This is a very common problem. Often we feel that because we are professionals and rely on our intelligence, we don’t feel we should have to “sell” ourselves. How tacky, right? The hidden problem is that we often don’t know how to, or are uncomfortable to, market ourselves.
Here’s how I distinguish the two concepts for lawyers. There is healthy self-promotion and then there is bragging.
Healthy self-promotion is always about the other person. How are you a stand for them being better?
Self-promotion is fine if it means you are explaining your uniqueness, raising awareness and thereby, explaining how you can help your target market. How else will you let people know what you do and how you can help them live a better life and run a better business?
Bragging is when you no longer care about helping others, but looking to gain praise and be better than others. Bragging is what makes us feel nauseous and uncomfortable when we are the victims of it.
If you have a strong personal branding strategy and self-promote with the intent of helping others, then you can never be accused of bragging or boasting because you have kind, compassionate intent behind your self-promotion strategy. In other words, you are working towards a cause bigger than yourself.
- We don’t spend enough money, or the right kind of money, on marketing
Oftentimes in law firms, we are given an annual marketing budget. We are also given free reign to spend it as we see fit. I often see lawyers taking their, say $5000, marketing budget and going to a conference with it. Sometimes it just so happens to be a conference with lots of golf involved.
Don’t get me wrong- I go to lots of conferences and I love playing golf. The two concepts work well together.
However, they only work well when they are part of a deliberate, marketing plan that is based on your well-developed personal brand. This means you know who you are, what your story is, how you will share your story and where your target audience is found. Maybe all this means that you go to a conference and play golf. Maybe it doesn’t.
- We give up too soon
So here’s the saddest part of it all. This is the part that should never have to happen. What do you suppose happens when the marketing budget is gone, and we find that the conference and golf did not net any new clients- year after year?
Or maybe you’ve seen situations where associates have spent eight years doing great billable, substantive work. They have not spent much time on business or personal development. Then one day it happens- they are made partner. Oh happy day! Right? Not always. Oftentimes, they end up sitting in front of me in tears (men or women). They are panicking because they don’t know how to bring in revenue and clients, as is often encouraged and/or required of new partners.
This is when many lawyers throw up their hands in the air and “give up”. They claim in exasperation that marketing themselves “just doesn’t work”. Or maybe they say that they will never be good at it because they are introverts.
I say that doesn’t have to be the case. Step back and spend time and effort on knowing yourself, your brand and what drives you to be a contribution as a lawyer.
To start, ask yourself:
a) Why did I become a lawyer?
b) At the end of the day what emotional value do I bring my clients?
c) What am I all about (hobbies, passions, and community service) as a PERSON, not as a lawyer?
I realize that time is a precious resource. However, this is one area you don’t want to short-change yourself by not giving it proper time. This is true whether you are an associate or a partner, solo or in a larger firm.
Until you can say that you have done so, then you won’t be able to say with any degree of certainty that your marketing efforts did not work.