How Do You Become the Firm People Think of First?

Being great at what you do and being known for what you do are two very different things.

Over the years, I've met insanely talented attorneys running great firms who still feel like they're missing opportunities.

“Why aren't referrals coming more consistently?”
“Why does another firm always get the publicity?”
“Why do other attorneys become the obvious choice?”

For a while, that didn't make much sense. Shouldn't the best lawyer become the most successful?

But that's not usually how the market works.

The best lawyer doesn't always get the opportunity. The lawyer people know does.

That's an uncomfortable reality because I think a lot of us were taught to believe that great work speaks for itself. And it does, but not until after someone becomes your client. Everyone else has to decide whether they trust you before they've ever experienced your work.

That's usually the moment everyone starts looking for the next marketing tactic.

Should I start a podcast?
Should I post on LinkedIn?
Should I speak more?
Should I write articles?

Those are all important questions. I just think they're easier to answer once you've answered something else first:

How can you consistently give people the opportunity to get to know you?

For me, podcasting became that vehicle.

When we started The Managing Partners Podcast, I wasn't trying to become known as a podcaster. I wanted an excuse to spend an hour talking with business owners and asking questions I was already curious about.

And you know what? The biggest returns have come from the conversations, not the content.

Some became clients.
Some became referral partners.
Some simply changed the way I think about running a business.

None of those things happened because I started a podcast. They happened because I created a consistent reason to stay in conversation with the people I wanted to build relationships with.

Now your vehicle might not be a podcast. It could be:

The platform matters less than having something you can sustain.

I’d encourage you to think about your own practice this week.

If someone needed exactly the type of law you practice tomorrow, would your name come to mind?

If the answer is no, it probably isn't because you're not a great lawyer. It might simply be because not enough people have had the opportunity to get to know you yet.

& one of the easiest ways to change that is by putting yourself in rooms where relationships naturally happen.

That's exactly what our Mastermind is designed to do.

Every month, law firm owners come together to talk openly about what's working, what's not, and the challenges they're trying to solve. We make introductions, share wins, challenge each other's thinking, and leave with ideas we can immediately take back to our firms.

Our next Mastermind is Wednesday, August 12, from 3:00-4:30 PM EST.

We'll kick things off with introductions, spend time roundtabling, and we're excited to welcome Valeria Torres of 8 Figure Firm as this month’s featured speaker.

If that sounds like the kind of room you'd benefit from, send me a message at [email protected] and I'll share the details.

I'd love to have you join us.

Until then,
Kevin

A few other places where we share ideas, conversations, and resources: