Let’s get something straight: marketing and rainmaking are not the same thing.
This is where a lot of attorneys — especially at midmarket and larger firms — go wrong. They think if they publish a few articles, post on LinkedIn now and then, and maybe sit on a panel or two, clients will magically appear.
Then, when that doesn’t happen, they shrug and say:
“It doesn’t work.”
“I never get clients from this stuff.”
Here’s the truth: marketing is about visibility. Rainmaking is about relationships.
Marketing makes sure people know who you are and what you do. Without it, you’re invisible. But visibility alone doesn’t pay the bills. Rainmaking happens when you take that visibility and turn it into trust.
Clients and referral sources hire and refer the lawyers they know, like, and trust — not just the ones who write smart things online.
So how do you turn visibility into real business?
Here are five tactics that actually work —
1. Show Up Where Your Clients Already Are
You don’t have to post every day, but you do have to be seen. Be present on LinkedIn — not just as a poster, but as an active participant. Comment thoughtfully on your clients’ posts. Congratulate them when their companies make moves. Add insight when the topic overlaps with your world.
You’d be amazed at how much attention you can get by being visible and valuable in other people’s conversations.
? Rainmaker Move: Spend 10 minutes a day on LinkedIn with purpose. Scroll less, engage more.
2. Reconnect with People You Already Know
Your next client or referral probably isn’t a stranger. It’s someone you already have in your orbit — a classmate, a colleague, a client who moved in-house, or even a referral source you haven’t spoken to in a while.
Reach out. Ask how they’re doing. Don’t sell. Just connect. The point isn’t to pitch — it’s to remind them you exist and that you’re still someone they like hearing from.
? Rainmaker Move: Pick three people each week to reconnect with. Make it part of your routine — like brushing your teeth, but for your book of business.
3. Give Value Before You Ask for Anything
Real rainmakers are givers first. Share something useful — an article, a trend, a quick insight. Keep it simple: “Saw this and thought of you.”
When you add value before there’s a reason to, people remember it. They associate you with being helpful — not transactional — and that’s exactly the kind of person they want to work with.
? Rainmaker Move: Create a “shareable ideas” folder on your desktop. Drop articles, reports, or notes you can send out later.
4. Speak Where Your Clients Are Listening
You don’t need to be on every stage — just the right ones. The best opportunities are the ones where your ideal clients are sitting in the audience. That might be an industry association, a panel discussion, or even a private client roundtable.
Stop thinking “speaking equals marketing.” Think “speaking equals connecting.”
? Rainmaker Move: When you accept a speaking engagement, ask: “Who’s in the room?” If the answer isn’t “the people I want to meet,” keep looking.
5. Follow Up — Like You Mean It
Here’s where most attorneys drop the ball. They meet someone, have a great conversation, and then… nothing. Follow-up doesn’t mean pestering. It means staying present.
Send a quick note that says, “I enjoyed our conversation about X — here’s that article I mentioned.” A genuine follow-up shows attention and care, which are the building blocks of trust.
? Rainmaker Move: Keep a simple “touchpoint tracker.” Every 60–90 days, reconnect with your top relationships — even if it’s just to say hello.
Here’s the Bottom Line
Marketing is how you get noticed.
Rainmaking is how you get chosen.
Both matter — but if you stop at marketing, you’ll always wonder why the phone isn’t ringing.
The attorneys who build thriving books of business aren’t just visible.
They’re intentional. They connect. They give. They follow up.
And over time, those actions compound into something that every lawyer wants but few actually earn: a reputation as a true Rainmaker.
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