Rainmaking Recommendation #82: Building Visibility v. Building Relationships

Image Courtesy of stockimages/freedigitalphotos.net

Image Courtesy of stockimages/freedigitalphotos.net


I had an interesting conversation with an attorney who doesn’t believe that blogs, answering legal questions online ala AVVO, websites, social media or online marketing at all brings clients to the door.  Instead, he believes in networking:  meeting people everywhere and telling them what he does for a living and creating real life relationships with people who can refer him business.

Now, he has been practicing law for a while and learned that being out and about, networking with referral sources, current and potential clients, does create a book of business – something that I have been teaching for years.   And he is very successful at what he does – he also has a great personality.

He is absolutely correct (and will get a big head when he recognizes himself in this recommendation); meeting people in real life will create a book a book of business as people get to know you, your services and your personality – remember, people do business with people they know like and trust.

However, online marketing is one way that people can get to know about you.  Blogs, articles, websites, social media, are tools to let people know about you, your knowledge and services.   Statistics say that 3 in 4 people will go directly to the internet to look you up even after they have gotten a direct referral from a friend or colleague.  You want to be as visible as possible when they do.

Unfortunate, but true – visibility is currently more important than ability.

You need to understand that both create visibility – one is just more “old school” than the other.

But, visibility alone without relationships will not bring in the quantity or quality of business that you are seeking.  In fact it’s not about building visibility v. building relationships, it’s about doing both.

There is nothing wrong with either tactic.  In fact, you should be doing everything in your power to make yourself, your services and your personality  visible to people in everything you do – both on and offline.

Create a Rainmaking Plan that allows you do to both.

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Rainmaking Recommendations are sent the first and third Wednesdays of the month.  They are bite size tips that when implemented will cause you to make rain. To learn more about Rainmaking, Goal Setting and Achieving the Life you want as an Attorney please contact Jaimie B. Field, Esq.  If you have missed any of the previous Rainmaking Recommendations you can find them at www.jaimiefield.com The Enlightened Rainmaker Blog.

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