A corollary is they cannot refer if they do not know.
I think that attorneys too often take two things for granted. The first is that potential clients and referral sources are going the find you among the thousands of attorneys competing against you just because you hand out a shingle. The second is potential clients and referral sources understand what it is you do, wish to do for them, or exactly how you can help. This is even true in common areas of representation such as divorce, bankruptcy, car accidents and the like. Even in these areas potential clients might think they want your services but they do not understand what this entails.
In short, you have to educate. You have to inform. You have to give them the big picture and the fine details in order to attract the potential client or referral source. This is especially true in the age of specialization.
The truth be told, most potential clients and, for that matter, potential referral sources do not know most of the legal specialties that exist or how they might help. These people and companies do not fully understand your capabilities. They do not understand your expertise and your sub-specialties. And, this is a big problem for those going out on their own, especially. Because, even after you get yourself known among the "competition", how can you expect these potential clients to retain you or referral sources to refer to you if they do not really understand their own problems and needs, much less understand how you might be able to help them.
Both problems you face, becoming known and helping other understand your capabilities, can be overcome in one word -- CONFERENCE.
You can call it education, training, school, a speaking engagement, a talk, the rubber-chicken circuit, or whatever. If your area or niche is collaborative divorces, go out and speak to bar associations, women groups, marriage counselors, Rotary clubs, and all of the so-called animal groups such as the Lions and the Elks. Have your little 30-45 minute talk in the bag. Why what you do is a little different. Maybe, how your approach to a commonly known problem is different. How your system works to benefit the potential client. And, the good part is that these organizations are dying for speakers. You go to one of these meetings and have the issue come up of who the person will be to find the speakers and everybody runs. It is a thankless job that no organization member wants to have. So, go to the Chamber of Commerce, get an initial list of all of these groups from which to work, start calling, and make it a little easier on the program organizer. These groups will help you hand out some literature ahead of the talk, and most of them will even feed you. So, it is free advertising with a free lunch, breakfast or dinner thrown in.
Every major city has a type of learning annex or a private company that offers courses of interest. Teach a course on your subject once or twice a month. They will often let you pay a set small fee so the course is offered for free to its members. YMCA and YWCA organizations often offer speakers and short courses of interest to their members, as do other organizations.
Now these free courses do not often attract a lot of people, but you do not need a lot of people. The people who show up have an interest. Besides, it is like conducting a big initial consultation in which you can walk them through the initial paperwork so that when one does call a set an appointment you can have a shorter consult at your office.
Knowledge is empowerment, and those that you empower will retain you and refer business to you.
The point is that you get out, you get known, you stay known, and you educate the public on exactly what you can do for your clients and referral sources.
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