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Expertise Marketing: The Value of Credentials

Recently, I was talking with a lawyer who had been referred a very nice piece of business right in her practice sweet spot. She said to me, “I don’t even know how they heard of me.” Putting aside the suggestion that she ask to find out, it got me thinking about how important credentials are in attracting legal work. Sure, we all talk about the importance of relationships in business development, including building our networks and cultivating contacts. But the fact is that the world is changing and, with it, the ways that clients select counsel. Clients have new ways of finding information and like to do their own research. Why Your Credentials Matter ... READ THE REST

Originally published September 24, 2015
Last updated April 24, 2018
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