As a woman who aspires to build a practice, do you need to:
A. Play golf like Jack(ie) Nicholaus
B. Network with prospects while drinking spiked slushies and martinis?
C. Say an enthusiastic “yes!” to joining every bar association and women’s networking organization?
After working with hundreds of successful women partners in law firms, I know the answer is a resounding “none of the above.”
Each of us is bombarded with so many ideas, channels and venues to market, it can be difficult for professionals to decide where to spend their time.
My advice.
Women and men should focus on business development activities that make sense for them as individuals: activities that help further their position in their specific marketplace, bring them closer to their clients, and help enhance their expertise.
Women and other diverse groups of partners at law firms are under intense pressure.
They are often stretched thin by being asked to serve on an abundance of committees at the firm and even thinner by being invited to attend every event. They are the multitasking maestros. While there are generally excellent intentions behind these requests, at most firms, there are still fewer women partners than men, and the math makes for a challenge.
A few things women may want to consider:
Refine your strategy.
By focusing on who you want to market to and knowing what matters most to them, you’ll be better able to address their concerns and develop topics to write about and speak about.
Know your niche.
Know the niche you are trying to fulfill before engaging in marketing on the wild side. You want to be sure you are focused on how you spend your time.
Go deep.
More can be less when it comes to marketing. Rather than just showing up for speaking engagements, get to know the other panellists and recognize who will be in the audience. Take the material you provide in your talk and consider turning it into an article, infographic or LinkedIn post.
If you are interested in this topic (both women and men), I have gathered several articles and also some brand-new thinking on developing a niche that may be helpful. Please use the link in the comments to receive a copy and share your ideas for focusing on the right marketing strategy.
To get a copy of the Business Development Toolkit geared towards women or the more general marketing strategy toolkit, visit my resource link at https://deborahfarone.com/resources/
