Are you in a frenzy trying to figure out how to develop a stronger brand and book of business in 2024? You are not alone.
January is when many lawyers, particularly those at law firms, think, “I may have done okay last year, but how do I flourish in the new year? “
A new list of top 10 books for self-improvement is on the market, and personal branding is one of the most googled phrases of the month.
But before buying a book on the topic, consider three methods to jump-start your year.
Talk to your chief.
If you are at a firm with a Chief Marketing Officer (CMOs) or seasoned marketing person, know they are your ally, not your adversary. They appreciate lawyers who are committed to growth and who want to improve their book of business and brand. See what resources and ideas they might have for you or if they will take a look at your revised business plan for 2024.
Collaborate with your partners.
Very often, I’ve seen fellow partners in adjacent practices brainstorm to help one another do things better – working on pitches together, meeting with new clients and encouraging one another to do a better job. Having an accountability partner right down the hall can help immensely.
Hire a coach.
Many of us who consult in business development strategy for law firms also have coaching practices. It helps keep the balance between looking too much at the macro (how a firm can help all of its people with marketing) and continuously focusing on the micro (how the lawyers can develop a robust brand and practice).
Reach out and speak with a coach who focuses on business development and has experience working with lawyers like you. I take on ten personal coaching clients yearly and love that part of my practice. It’s incredibly gratifying to help very smart people and see them grow professionally.
And if you do hire a coach, here are a few things to know.
Know that you are not alone.
Many of my clients are already incredibly successful partners at law firms with significant books of business, while others are just starting. There isn’t a profile of who needs a coach; it’s only a matter of who is motivated to learn or improve.
It doesn’t have to last forever.
Some coaches will work with clients for as few as four or five sessions if there is a specific project. At the same time, a coach wants committed clients. Generally, coaches will work with clients to do what’s best for all involved.
Have a game plan.
Think about what you want a coach to help you achieve before you begin to speak with one. Narrow down your focus by thinking about what you want to learn or where you want to grow. There are great leadership coaches and great business development/personal branding coaches. Be sure you are matching with someone who has the skill set you need and a proven track record.