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Lawyers competing for clients in today’s cut-throat market know this to be true: It’s noisy out there. Competitors are thumping their chests and shouting “I’m an expert” to anyone who will listen across the internet and social media. At the same time, and likely as a result of all the bravado, clients are becoming increasingly discerning. They’re seeking out real experts, not self-proclaimed ones.
For lawyers willing to put in the work, this set of circumstances shouldn’t raise an alarm — it should be seen as a massive opportunity. Today’s landscape is ripe for thought leadership marketing that can help you stand out amid all the noise.
A lawyer who is a thought leader is an industry expert who shares his or her expertise with a target market (often members of an industry vertical) for the purpose of educating, inspiring and increasing business performance. Thought leaders immerse themselves in industries and learn everything there is to know about how legal solutions align with business challenges. They stay on top of what members of their industry are focused on and, more importantly, they see what’s coming next.
Here’s an important reason to become a thought leader: Clients are looking for them. The first stop for any prospective client in search of an answer to a legal question is online. If you can inject yourself into the conversation with answers to difficult questions, you are more likely to be top of mind when the client’s search for answers turns into a search for counsel.
By writing, speaking and otherwise sharing insights that are tailored and contextualized for a particular audience, you can build authority and influence, and position yourself as someone worth paying attention to.
The alternative is to remain quiet and hope to be picked like the proverbial needle in a haystack. A far better approach is to craft a reputation as the go-to expert in your domain.
If you spend any time online, you’ve undoubtedly noticed that more and more people are claiming the mantle of “thought leader” or “expert” in this or that. These terms have become the new “hero” or “brilliant” or “genius” — overused and increasingly irrelevant epithets that are easy to ignore, especially when they’re self-proclaimed. But that’s OK. Again, when there’s noise and overreach there’s greater opportunity for those who do the hard work to stand out for the right reasons. Accordingly, it’s more important than ever to actually be an expert and to show — not tell — how your expertise solves the problems of those you hope to serve.
“You’re a thought leader only when people follow you. When your articles are cited by others, when your proposals become federal regulations, when what you’ve written has had impact, then you’re a thought leader. Until then, you’re just another guy who has occasionally gotten his name in print. The difference between publishing something and being a thought leader is the difference between trying (which is better than nothing) and succeeding.”
So you want to be a thought leader-lawyer? Here are steps to get started:
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