A law consultant's take on blogging and client development
In today's economy, everyone is trying to find ways to develop business while keeping an eye on the bottom line. That includes lawyers, of course, and new LexBlog client Cordell Parvin has a recent post on his business development and law career planning blog about just that.
Parvin, a long-time construction lawyer who now serves as a consultant, coach and motivational speaker, has been successfully blogging for sometime, but just joined the LexBlog network.
On his blog, he lists 16 Ideas for Rainmaking in the Recession. Some particularly resonate as ways the Internet can help cut costs, like using webinars in presentations to reduce a budget while simultaneously reaching a larger audience.
One of Parvin's ideas is focusing on the importance of relationships to build a network of clients.
At least 60% of the legal work available is based in large part on relationships. I believe 10% of legal work is by the company and whoever is perceived to be the best will be hired. I believe 30% is commodity work that goes to whomever is willing to do it most cheaply. That leaves 60%. Go after that work.
This is exactly what LexBlog encourages our clients and other bloggers and legal professionals to do via social networking. I asked Parvin in an email what he tells lawyers about blogging and social networking.
"I tell them to do it," Parvin says, "and to work on creating networks of clients, prospective clients and referral sources by being a leader and innovator."
Parvin tells lawyers that blogs give them an opportunity to offer solutions before clients even know there is a problem.
"It is the lawyer and the firm's opportunity to differentiate themselves by figuring things out and sharing helpful information before anyone else," Parvin says.
He cited as an example Kevin O'Neill, a partner at Patton Boggs law firm in Washington D.C., who Parvin coaches. O'Neill started a public policy podcast at Parvin's suggestion, and eventually that podcast turned into an Internet radio show on the Voice America Business network that attracts several thousand listeners.
Parvin says that the way client development works is different now from when he first started out as a lawyer.
"When I first started practicing law I was told, 'client development, you just do good work, get a Martindale AV rating, become active in the Bar or community and wait for the phone to ring'," he says. "I was also told: 'It's not what you know, but who you know.' In those days clients were local, loyal and there were far fewer lawyers.
"Now is it not what you know or who you know, it is who knows what you know," Parvin adds. "Blogging for a lawyer is the best way to show he/she is the expert. It is one of the best ways to connect your target market. To use a Seth Godin book title: It is the way to lead your 'Tribe'."
Parvin believes the future of lawyers blogging will include web site bios with videos of lawyers speaking, as well as video podcasts. In short, the relationship building can begin as soon as a potential client clicks to a lawyer's blog or website and can actually see and hear the lawyer.
"I like video podcasts because it is a way to connect regularly with your target market," Parvin says, "and they get to know you and see you and hopefully find a connection and rapport with you. It is also a way to start building trust before the potential client has even met you."
