legal marketing

Provide More Value to Build Your Personal Brand

Provide More Value to Build Your Personal Brand

Ever wonder why some writers get all the attention online? Their posts get shared, their personal brands grow, their email lists swell, and their fortunes rise as their content receives an outsized share of eyeballs.

It’s easy to dismiss their success as luck, by concluding that it resulted from a post going viral (as if hitting “Publish” is the same as pulling the lever on a slot machine), or connections with influencers that others don’t have. Meanwhile, we keep publishing but never gain traction. We preach to the choir of a stagnant email list and collect a few random likes and shares on LinkedIn. As our progress stalls so does our output. Before long, we conclude this “content thing” isn’t worth the time and we go back to billing hours and researching the next marketing trend to chase.

If You’re Good at What You Do, and You Know Who You Serve, it’s Your Duty to Sell

If You’re Good at What You Do, and You Know Who You Serve, it’s Your Duty to Sell

Think about the last time there was a serious problem that needed to be fixed at your home – the furnace went out on a cold day or a pipe burst and water was running down your walls. Now imagine if, during this moment of panic, a highly qualified and dependable repair person contacted you out of the blue and said they could be at your front door within 15 minutes to fix the problem. Would you be offended by this sales pitch, or would you be grateful for the offer? My guess is that you – like me – would immediately give the guy your address, and greet him with a hug and an open checkbook when he arrived.

“Selling” has become a dirty word. It connotes sleaze and pushiness, and there’s no doubt that some salespeople are sleazy and pushy. But in most cases, it’s not that salespeople do anything underhanded or aggressive that turns us off, it’s just that they hit us up with something we don’t need or at a time we don’t need it. This is true whether you’re a used car salesman, an Apple store “Genius” or a corporate litigator.