Personal Branding

October 4, 2017 By Erik Deckers

Personal Branding: Cultivating the Right Relationships

Starla West is an executive presence and business leadership coach, “helping business professionals their interpersonal and leadership effectiveness.” She’s also in the third edition of Branding Yourself (pre-order your copy here), which drops on October 28. The following is the information she provided me for her case study. I wasn’t able to use all of it, so I asked if I could reprint it on my blog. This is what she wrote.

Why Do It?

If we’ve heard it once, we’ve heard it a million times: Effective networking is all about farming, not hunting. The goal is to cultivate relationships and gain trust. If we network only when we have to, we are way behind the game, as the full benefits of networking are most often realized after solid relationships are developed and maintained over time.

I have to admit I never fully understood this until I left the corporate world to pursue my entrepreneurial dreams. Prior to starting my own business, I was a consultant for various financial institutions throughout the United States. My job was twofold: 1) help my clients obtain more than their fair share of new customers (bank executives), and 2) help them keep these customers for as long as they possibly could.

To effectively assist my clients, it was crucial that I quickly gained (and maintained) the trust and support of my clients’ executive teams. Needless to say, day in and day out I called upon my relationship building skills to “win over” these bank executives. Over time, these relationships eventually strengthened. At the end of my eight years as their consultant, these executives were more than just business acquaintances; they were now my friends.

How did I know that? Well, late on a Thursday evening, as I comfortably sat with my feet propped up on the sofa, I sent an email to my clients announcing I was leaving the company and starting my own business. After pressing Send, I closed my laptop, turned, and placed my feet on the floor. No joke, no exaggeration! Within 30 seconds, my phone rang. I thought, “Wow! I just sent that!”

I answered the call. It was the senior vice president and director of marketing for a large client of mine in Florida. I assumed he was calling to wish me good luck, but I couldn’t have been more wrong. He was calling to share his marketing knowledge and advertising expertise with me. He wanted to help catapult my business into full operation as quickly as possible by helping me develop a marketing plan. I couldn’t believe it! This extremely busy man who is next to impossible to catch on the phone was graciously giving me two full hours of his time and expert advice, and I didn’t even ask for it!

Over the next 24 hours, I received phone call after phone call and email after email from clients who wanted to help. This is when it really hit me: Networking is simply relationship building. If cultivated and nurtured correctly, these relationships develop into lifelong friendships that include a healthy balance of giving and receiving that and over time positively impact your professional growth and advancement.

How’s Your ‘I Got a Guy’ Network Looking

Could it use a little tender loving care?

The above lesson was further reinforced when my husband and I learned our friend, Alan, was badly injured in an automobile accident. While visiting Alan in the hospital, we learned our friend, Brad, was taking care of Alan’s personal matters since he didn’t have family living nearby.

During this conversation, Brad mentioned the other driver’s insurance company was calling non-stop. He was avoiding their calls because Alan’s insurance provider mandated, “Do not speak to that insurance company until you’ve hired an attorney.”
Let me pause my story there and ask, “Would you know the type of attorney needed to help your friend through this horrific situation?” If your answer is a personal injury attorney, you are correct.

That said, at this very moment, do you know a personal injury attorney whom you also like and trust?
If your answer is NO, welcome to the situation in which Brad found himself. He said, “I don’t know who to hire, Starla. I don’t want to call those ambulance chasers you see on TV but I also don’t want to pick one from an online search,” to which I replied, “I agree. You shouldn’t do that.”

I stepped out into the hallway and did a mental scan of my personal and professional relationships. Within seconds, I returned to Alan’s room and said to Brad, “Let me reach out to my friend, Amy. She’s a partner at one of the big law firms here in Indianapolis. This isn’t the type of case her firm would take. However, Amy is well-connected and I trust her. She will tell us which attorneys in Indianapolis to work with and which ones to stay away from.”

I immediately sent Amy a text and within 30 minutes she responded with a recommendation. I passed it along to Brad and said, “I know Amy very well. I trust her so this is who you should call.” Without hesitation, Brad contacted the recommended attorney the following day.

Let’s take a moment and think about what happened.

Brad needed help and I was able to help him because of the extensive network of relationships I’ve built and nurtured for well over 15 years.
To help Brad, I reached out to my friend, Amy, whom I met at a business event two years prior. I was comfortable asking for help because over the last two years, Amy and I cultivated and nurtured our relationship to a point that we like and trust each other.
But it didn’t stop there. To help me, Amy reached out to her network and confidently referred a personal injury attorney whom she liked and trust.

Let’s recap…

Brad used his network to help Alan.
Starla used her network to help Brad.
Amy used her network to help Starla.
And Amy helped another attorney by referring his services!

THAT is how an ‘I got a guy’ network works!

Networking is about building relationships with people whom you can share your knowledge, expertise, and talents and add value to their lives, and when done correctly, you’ll enhance your visibility and anchor your brand in the minds of others and eventually become a part of their ‘I got a guy’ networks.

As you continuously add to and nurture your ‘I got a guy’ network, it will always be full of individuals you like and trust and can comfortably refer and reach out to whenever you need assistance

May 25, 2017 By Erik Deckers

Outrunning The Little Man: Dealing With Impostor Syndrome

There’s only one person I’ve ever been afraid of my entire life.

He’s average height, and skinny, very skinny. He’s got a bad combover, wears outdated glasses that are too large for his face, and a tie clipped onto a pistachio green short sleeve shirt. He’s an older Kip from Napoleon Dynamite. He’s very officious, and kind of an asshole. The kind of guy who loves wielding his teeny-tiny bit of power over other people’s lives.

I call him “The Little Man.” He’s not little in size, but in spirit and vision.

I live in fear of the day The Little Man knocks on my door. He’ll look at a form on his clipboard and say, “I’m sorry” — except he’s really not — “but there’s been a mistake. You’re not supposed to be a writer. You’re supposed to be a claims adjuster. Sign here, please.” I’m afraid The Little Man is going to show up one day and take everything away because of a clerical error.

I’ve been looking over my shoulder for The Little Man for the better part of 30 years. Ever since I published my first column in my college newspaper, I’ve been trying to outrun him.

It’s like the movies. The hero runs as fast as he or she can, knocking shit over into the bad guy’s path. But the bad guy just steps over everything like it’s not even there.

So I’m amassing evidence to slow him down and prove him wrong. Evidence to show that his form is wrong, and that I’m where I’m supposed to be.

I’ve thrown four books in his path. Twenty-one years of newspaper columns. Thousands of blog articles. Writing awards. Writing residencies. Speaking opportunities. But he won’t stop. I’m throwing it all in his path, and he won’t even look at it. He’s a mindless bureaucrat, a drone who refuses to see evidence in front of him or use common sense. He only believes what the paperwork says, despite what real life is showing him.

I’ve been running for 30 years, and he won’t stop coming.

I thought I escaped him once last year, when I was a writer-in-residence at the Jack Kerouac House in Orlando. It’s a prestigious residency where only four writers are chosen out of over 300 applicants from all over the world. To me, this confirmed that there had been no error, there was no form on a clipboard.

“This will stop him,” I thought. “There’s no way he can find me here. I’m supposed to be here. They said so.”

But when I stepped inside and closed the door on my first day, he was right there on the sidewalk in front of the house, staring up at it. In fact, it was the closest he’d ever gotten.

He chases my other artist friends too. They’ve seen him, following them wherever they go, whatever they do. To a man and woman, they’ve all seen him, no matter how successful they get, no matter how much stuff they throw in his way.

In fact, the more successful they are, the closer he gets. So we all run faster and work harder, and throw more stuff in his way. But he steps over it and continues on.

It’s a rare artist who isn’t afraid of him. Every capable creative professional I know keeps one eye on their work, and the other looking over their shoulder.

The ones who aren’t afraid often don’t know enough to be afraid. They’re not committed to their craft and they don’t take it seriously. The Little Man leaves alone those artists who wait for inspiration or think they’re masters of their craft. (Because even the real masters don’t think they’re masters; they’re looking for The Little Man too.)

So we work, because that’s the only thing that lets us outrun him. It doesn’t stop him. He never stops. Because he’s waiting for the day that I stop, when I give up and quit running. That’s when he’ll get me. That’s when I’ll have to take his pen and sign his form, and finally give up on my dreams.

But that’s not today. Today, I still have things to do and dreams to win. I still have the energy and the drive to work, and to outrun him one more day.

Photo credit: Max Pixels (FreeGreatPicture.com, Creative Commons 0)

April 20, 2017 By Erik Deckers

What Are You Best At?

I was at a networking luncheon recently where a sales trainer was giving a talk about how companies often race to the bottom when it comes to their pricing.

“Over 51 percent of customers say they buy on price first,” he said. “So what do salespeople do? They lower their price to grab the sale.” That means more than half your potential customers are not interested in whether you’re the best person for the job, they want you to be the cheapest.

“The problem,” a promotional products salesperson said to me later, “is that those clients will turn around and dump you for a dime.” She told me about a nonprofit she had been working with for five years, and she recently lost them in a carousel of marketing coordinators and the old “you have to get three proposals” shuffle.

Never mind she had given them decent pricing for the past five years. Never mind that she had bent over backward to meet frantic deadlines (thanks to their own bad planning), or made deliveries herself to ensure they had what they needed just in time for some event or other.

There was a new marketing coordinator she didn’t have a relationship with, and she was gone. (My friend is determined to win them back though, without compromising on price.)

That got me to thinking about how I do what I do, and why I charge what I charge. I started thinking about what I’m “best at.” Which of my skills are more defined and developed than any of my others. And which of those skills I can offer to potential clients as a premium and not a “me too” service.

For those of us in the service business, especially freelancers, the one thing we have to offer is our “Best At,” that thing we do better than anyone else.

If you can identify your Best At skills, you can work with the right clients all day, and never have to scrape bone for those price-focused clients. But if you focus on price because you can only offer the same general service as everyone else, you’re going to have a tough time finding lasting success and loyalty.

Freelancers, What’s Your ‘Best At’ Skill?

For some freelancers, their Best At skill is photography, but not just photography. Their forte is art photography, or sports photography, or business headshots. For others, their Best At skill is accounting, but not just regular accounting. They specialize in small business accounting, or forensic accounting, or fast food franchise accounting.

If you can figure out what you’re Best At, you can define your niche. It’s not just your passion or that thing that speaker said at that seminar. It’s the thing that you can do better than anybody else, even if it’s just a tiny small difference from everyone else in your field. It’s the thing you practice and focus on, over and over, until you can do it in your sleep.

I’ve got a photographer friend whose top skill is shooting business headshots. He’s great at other photography, but very few people shoot business headshots as well as he does. As a result, he’s able to get work from area corporations and charge his professional rate. No one is trying to get him to drop his price in exchange for exposure. No one is telling him, “I have a digital camera that’s just as good.” No one is trying to nickel and dime him, asking for discounts in exchange for less work.

He has planted his flag on Headshot Hill and people are willing to pay his rate, because they know he’s the king of that hill.

Another friend specializes in long-form video with lots of visual effects. He’s hired by larger companies with larger budgets to produce long videos that tell their brand story. The companies that want someone to interview talking heads with an iPhone can’t afford him; the companies that can afford him want something more than talking heads and iMovie special effects. He’s planted his flag on his own hill, and people are willing to pay what he asks for, because he’s the king of that hill.

The Other 49%

Earlier, I mentioned that 51% of customers are focused on price first. That means a majority of your potential customers will throw you over just because they found a competitor that will do it for 5% less than you.

You don’t want these customers. Sure, they’re nice, because they’re a source of revenue, and we always need revenue. And if you need the work to feed your family, you should take every cheap client you can until you can find better ones.

But I’ve found that the price-driven customers will eke every little crumb out of your relationship, bleed you dry with feature creep, delayed payments, and demand the most attention while being the smallest portion of your revenue.

So don’t get attached to them, and never, ever try to build a business on being the lowest-priced vendor they’ve got. That just speeds you along the road to failure.

Instead, focus on the other 49% that care about craftsmanship and quality. Focus on the 49% that knows your work is going to be seen by the public, run their company, or make their lives easier.

If you’re an accountant, it’s your work that’s going to keep them out of trouble with the IRS and out of jail.

If you’re a digital marketer, it’s your work that’s going to drive their marketplace exposure and generate their revenue.

If you’re an IT professional, it’s your work that’s going to keep their network running and safe from cyber attacks.

These are jobs that should not be left to the lowest-priced provider. These are the people whose work can make or break a company. If clients buy these services on price, they’re going to get burned badly with damages and recovery costs that run 10 times as much money as they saved.

A couple months ago, a prospective client asked me to justify my pricing, given that some freelancers would write blog articles for only $5. So I shared my 20 year background, detailed my list of publications and the books I’ve co-authored, and explained my various specialties. I also pointed out that the $5 writers typically did not have a mastery of English, probably plagiarized or re-spun a lot of their work, and that she would spend so much time editing and rewriting their work, it would eat up all the money she had saved by buying the cheapest option.

And I stood firm on my price.

Of course, I never heard from her again, which was fine with me. I knew she would never be satisfied with my price unless I charged $4 per article. That’s the kind of customer I don’t need, and the kind I’ll never work for.

That’s because I know my Best At skill, and I work to get better at it every day. I read, I study, and I practice. I hone my Best At skills the same way a professional athlete works to keep in top shape for their job.

I don’t just want to be the best I can be, I want to be one of the best in my industry. That way, when someone comes to me and asks me to lower my price to be more in line with what less experienced writers are charging, I can say no.

Because I don’t want to be driven by price and spend my day chasing down client after client whose only concern is whether my writing is the cheapest they could find, with no concern of quality.

Photo credit: Erik Deckers

March 20, 2017 By Erik Deckers

Do I Have Your Attention?

Jon Barney is an up-and-coming writer in the Orlando, Florida area (originally from Lafayette, LA, and has a lot of big ideas about a lot of things. Jon says he has an amazing wife and two kids, and he “loves the hotel restaurant industry and corny jokes,” which makes him a man after my own heart. Jon is also in Toastmasters, and he wrote an interesting speech about getting and keeping people’s attention.

According to a 2015 Microsoft study, I will only have your attention until about. . .now. Eight measly, little seconds. Then I will have to work real hard to keep you from thinking about the errands you have to run later. Don’t feel bad for your short attention span. We are in good company, our friend the goldfish has an attention span of 9 seconds.

What is attention anyway, and why do we have to pay for it? Is it something we can control and direct or is it like the dog who sees a SQUIRREL!? Since attention is not food, why are people starved for it? I’m here to tell you today that attention is your most valuable resource and you need to control it, and protect it.

Attention is the notice of something we deem interesting or important. Have you ever sat down on the couch and got comfortable? You are about to watch Days of Our Lives or a football game; and your kids start screaming and yelling, fighting with each other? What happened? They were fine a minute ago. Your kids saw that they didn’t have your attention and they knew the fastest way to get it back.

We all need attention, we all want to feel important to someone.

When you receive attention from someone, you will receive the actions that flow from that attention, which could lead to feelings of love. That is why we hear stories of housewives, starved for attention, thrust into the arms of another man, Raul. No attention. No importance. No love.

It is why men walk around with puffed out chests, peacocking and showboating. It is why women take care in their appearance. We all act and dress in a way that draws. . . attention.

Attention isn’t only about importance and love. It is the very first step in any form of communication. For example: You’re watching the game. You’re leaned forward, hands clasped, staring at the TV. It’s the last 2 minutes and the score is tied. Then you hear, (wom wom wom wom, Charlie Brown teacher voice) and you say ok just to get it to stop. Then once the game is over, you sit down for dinner with your spouse and get, the look. “Did you take out the trash?” “NO” “Well, I asked you to do it 30 minutes ago!!” “What? I don’t remember that.” “You were watching the game and you said ok when I asked you.” We’ve all been there, once or a thousand times. Don’t deliver important messages unless you have their attention first. We need attention to feel importance and to communicate. But how do we get it?

There are many ways to get attention, some positive and some negative. We must first know how attention works. Your body, every part of it, eyes, nose, mouth, ears and skin is gathering information, receiving signals. Then sending them to your brain for processing into two categories: important and unimportant. To illustrate my point, let’s go for a walk in the woods. We are walking and we see a tree. “Ehhh, not important, keep going.” Then as we get closer to that tree we look down and see a massive, coiled rattlesnake, ready to strike. “OMG, I’M GONNA DIE. IMPORTANT!!” Our basic sorting system is for survival and reproduction, those two processes guide most of our attention.

How could we use the eyes to garner attention? Use the color red. Red is a bold color that commands our attention. If you want to get a lot of attention today, head down to the dealership, trade your car in and drive off in Red Corvette. Put the top down and drive slowly. Instant attention.

How could we use the ears to get attention? Have you ever boarded your flight, sat down, book out, ready to relax and then…you hear a baby start crying? “Really?” You can’t focus on anything else. Our human brains are hardwired to divert our attention to the crying infant. We have to stop it from crying. Diaper change, bottle, attention, whatever it takes. What a survival mechanism!

How could we use the nose to attract attention? You could wear a delicious, floral smelling perfume or musky cologne. Or you could fart in an elevator. Both are powerful ways to command attention. Now, I’m not saying to buy a corvette, cry like a baby or pass gas to get attention, but it will work. Which lead us to a more important question, what can you do when you have attention?

This is where things get cloudy. When you have someone’s full attention you are free to influence them any way you please. Sell them on a new product. Manipulate them into a situation. Seduce them from their lover. It is for these reasons, you should control and protect your own attention.

Have you ever heard the phrase “pay attention”? What that means is that for your ability to focus on something, you pay for it by ignoring everything else. It is like a zoomed in picture of a flower, you can see all the detail and its beauty. But everything else is fuzzy and out of focus.

This “Zoom Lens” feature of our brains is a great tool when you are in the pursuit of your dreams. Or realizing a new healthier version of yourself. Maybe you want to reignite a love that had gone cold. On the other hand is can lock us into an 8-hour Netflix binge. It is the reason why we drive staring down at our phones instead of the road. And why we work so much we never see our family.

I know that this speech was just a little longer than eight seconds. I see the goldfish is still paying attention so it couldn’t have been that bad. I hope that you found it interesting and important. We covered a lot, we learned how to love. How to communicate. How to gain attention without embarrassing yourself or buying a new car. But the most important takeaway from this speech is simple: Take control of your attention, or something else will.

Photo credit: Scott Webb (Unsplash.com, Creative Commons 0>

December 9, 2016 By Erik Deckers

How I Helped the Prancercise Lady Hide a News Article on Google

It was summer 2013, and I was driving my kids to one of my wife’s performances when my mobile phone rang. It was a Florida area code.

“Hello?”

“Yes, I was calling to see if you could help me with some search engine optimization.” The woman’s voice sounded awfully familiar. We hadn’t met, but I could almost place her.

Kate Micucci appeared on seasons 6 and 7 of The Big Bang Theory, and is one half of Garfunkel & Oates

“Sure, I can help you with that? What’s the problem?”

“Someone wrote a negative article about me, and it keeps appearing at the top of Google whenever I search for it. I’m worried other people are going to see it and it’s going to harm my reputation.”

Lucy! It was Lucy from Big Bang Theory! Who would be mean to Lucy? I love Lucy!

Well, it was Kate Micucci, the woman who played Lucy, Raj’s love interest from Season 6, but I was so excited!

Except it wasn’t.

“Who is this?” I asked, hoping she’d say “Kate Micucci.”

“My name is Joanna Rohrback. I’m the Prancercise lady.”

Dammit!

It seems Joanna had been a big Internet rage in 2013, because her original Prancercise video on YouTube had garnered millions of views. She went on to appear on the Today Show, in John Mayer’s “Paper Doll” video, and was named MSNBC’s Surprise Star of the Year for 2013. Richard Simmons was also a fan, and shed a few tears describing her journey to make Prancercise a viable form of exercise.

Joanna told me about her problem. A young journalist had signed up for one of her classes, never said she was a journalist, and then wrote a blog article for a major newspaper making fun of Joanna and the class, and called it a ripoff.

Joanna was worried people would see the piece and refuse to take her class.

So we talked for a while, and I reassured her that the article wouldn’t be that damaging for a few reasons:

Nobody is liked by everybody, and while this may not be a favorable article, if people really liked her, then they would take her class anyway. And it sounded like millions of people already liked her, so I was sure they would be on her side.
She could always get more positive attention and press for her work, and eventually bury that negative article under an avalanche of good stuff. I could certainly help her with it, but it was going to take a lot of effort and would be pretty costly, and would probably require a PR professional as well. She was famous, but she was not making “I have my own PR person” money.
Most importantly, she was actually creating her own problem! The thing people don’t realize is that the Google search engine wants you to have an excellent experience so you’ll continue to use it. That means it will show you the results it thinks you want to see, including articles you’ve already read several times, because Google thinks you want to see it again. That article may actually be 347th in actual rank, but because you’re clicking on it, it appears first to you.

She didn’t quite believe me, so I walked her through doing a private/incognito search on her web browser. The article disappeared from the first few pages.

“How did you do that?!” she asked.

“That’s what I was saying,” I said. “Google is showing you that article because you keep looking for it. In the incognito version, Google can’t tell it’s you doing the search, so the article doesn’t show up anymore. You’re seeing a more accurate representation of the true results, and this is what a stranger will see if they search for you.”

I told her I could help her further if she needed it, but that it probably wasn’t a wise use of her money, especially in light of the “disappearance” of this negative article.

She thanked me, and said she was going to be in the Irvington Halloween parade that year, if we would like to get together sometime that week. Sadly, I was never able to make that happen, so I never got to meet the woman who invented Prancercise. But I helped “hide” a negative article from Google, and made her a little happier.

Photo credit: Kafziel (Wikimedia Commons, Creative Commons 3.0)

October 5, 2016 By Erik Deckers

Content Marketing: Winning Google Searches for Lawyers

A lawyer friend told me once, “No one likes lawyers until they need one.”

It was a good reminder about the function lawyers play in today’s society, solving problems, or preventing them. And that people don’t want to think about them, until their problem becomes all-consuming, and they can’t think about anything else.

I saw an interesting article recently on content marketing for lawyers that reminded me of my friend’s statement. I especially was struck by the headline, “People Search for Lawyers, Not Law Firms.” It reminded me that people look for lawyers the same way they look for any other service provider: they want a solution to a problem.

If you have a leaky faucet, you call a plumber. If your car isn’t working, you call a mechanic. Maybe you worked with one in the past, maybe you have a friend who recommends one. But chances are, unless that mechanic or plumber put a lot of money into marketing, you’re basing your decision on a relationship you/a friend have with a particular plumber or mechanic.

Barring that, you’re basing it on a Google search.

Chris Grant wrote on Passle.net about how lawyers can ensure they’re more easily found online, by using LinkedIn, blogging, videos, and Twitter to promote their personal brand.

. . .[P]eople are interested in people, and [this] hammers home the importance for lawyers (and other professionals) of having a really good online presence! Your potential clients are out there, searching for an individual that can help with the problem they have

Did you catch that last bit? Your potential clients are searching for those who can help with the problem they have.

When You Don’t Have Large Advertising Budgets

Of course, there are some law firms you’ve heard of. The giant ones in your city or state that spend a bunch of money on TV advertising, and coughed up several thousand bucks just to be on the back cover of the phone book. We’ve all heard of those firms.

But what if you don’t have back-of-the-phone-book money? Don’t worry about it. Instead, ask yourself:

When is the last time you reached for the phone book? And if you did, did you look at the back cover? And did you look at the back cover at the exact moment you needed a lawyer?
When’s the last time you watched TV commercials? When’s the last time you did it without fast forwarding or running off to the kitchen? And when is the last time you watched a TV commercial at the exact moment you needed a lawyer?

That’s not to say advertising is ineffective. It creates awareness. People will remember who you are when they do need you. But I’ll bet that many people who used the phone book and watched the commercials didn’t remember the name or phone number right off the bat.

I’m more willing to bet they Googled it until they found the right name.

Content Marketing: Providing Solutions to Problems

Write down your blog post ideas whenever you think of them, and write them later.

I’ve done content marketing for three different law firms, in three different cities and states, and covered three different practice areas.

One was for a general small-town attorney, who wanted people to find his firm when they were in trouble. We wrote blog posts about “what to do after you have an accident” and “should I represent myself in court?”

Another was for an employment law attorney. He wanted people to find his firm when they had been wrongfully terminated. So we wrote articles about “how to tell if I was wrongfully terminated” and “my supervisor is sexually harassing me.”

The third was for a major medical malpractice and personal injury attorney. He wanted to be found if someone had been seriously injured during a medical procedure or major accident. We wrote about what to do after a surgical procedure went wrong, or if an insurance company wanted to give a small settlement.

For all three clients, we had three goals in mind:

To win local Google searches. Google looks at where a particular search is taking place, and then shows the results closest to the searcher. Try this as an experiment: pull out your phone and do a search for a plumber. I’ll bet the plumbers that come up are all in your city. Google provides those kinds of local search results, but only the best optimized websites — and those with a Google Business listing — will show up first on those local results.
To demonstrate their expertise in their field. Once people find you, they need to know you know your stuff. It’s already assumed you do, since you graduated from law school. But what if you work in a highly specialized field? Or a very competitive field?
To solve people’s problems People don’t just go searching for attorneys willy-nilly. It’s not like their three favorite online time wasters is Facebook, Candy Crush, and searching for law firms. No, people only search for lawyers when they need a lawyer. If you go back and look at the attorney examples I used above, you’ll see these are all questions or issues people have at a particular moment. And they’re searching for the answers online, not the phone book, not late-night TV commercials. So if you can demonstrate that you know the answer, at the time people need the answer, you’re the one they’re going to call.

I knew an attorney who specialized in intellectual property, and he often wrote about IP issues, partly to educate the inventors he wanted to appeal to, but also to show them that he knew more than the other IP attorneys they might be checking out.

Another attorney specialized in large-scale alternative energy issues. She was sought after by investors and utility companies for her expertise in that field. And she was able to demonstrate that by writing repeatedly about different local and national alternative energy issues that were happening around the country.

Attorneys who don’t have a lot of money to spend on advertising can reap great benefits from content marketing. You can boost your search performance and personal branding if you can write one or two blog posts per week. It gives you some great exposure and gets your ideas out there for your potential clients to see.