Last week, Jaimie Field shared her latest rainmaking recommendation, which we missed while I was out on vacation. So I’m bringing it to you this week instead – read what Jaimie has to say about “Enlightened Rainmaking™.”

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No, this is not about sitting down in a lotus position and meditating (although I do advocate the practice if you so choose).

This is about using a technique or tactic for educating your potential clients, referral sources and clients about the work you do in a way that allows them to come to you.

We all know that you, as an attorney, hate the idea of “selling” your services.  But you also know that if you don’t find a way to let others know what you do, you won’t have clients.   No clients, no business. 

The difference between selling and Enlightened Rainmaking™ is that selling pitches, pushes and cajoles people into buying a product or service.  Prior to the internet, it meant that the person who knew about the product or service was the only one with information so they could lead you in the direction THEY wanted you to go in order to get you to buy what THEY wanted you to buy.  This left the consumer feeling like they were goaded into a particular choice.

This method feels sleezy and slimey to many attorneys who believe that “sell” is a 4-letter word.

Now, when a person has a legal issue, a majority will Google that problem and learn about how to solve it.  Some statistics say that the 57% of the buying process is already completed before the prospective clients will contact you.  Some say the stats are more and some less, but regardless, they are going to the internet to find their answers first.

And this is where Enlightened Rainmaking™ comes in – it is about educating.  It is using blogs, white papers, social media, video, seminars and webinars in a precise way that allows prospective clients to determine whether you, the attorney, have the knowledge to solve their problems.  Enlightening them, or education them, without any other agenda but to provide good, interesting and quality information goes a long way to getting prospective clients to know, like and trust you.

And remember, people do business with people they know, like and trust.

Future Rainmaking Recommendations  and blog posts at JaimieField.com will “enlighten” you on the specific methods on how to use these techniques and tactics to use Enlightened Rainmaking™ to your advantage to build a book of business.

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the goals of a global professional services network. She manages all major aspects of the Network, including recruitment, member retention, and providing exceptional client service to an international membership base.

In her role as Executive Director, Griffiths manages a mix of international programs, engages a diverse global community, and develops an international membership base. She leads the development and successful implementation of major organizational initiatives, manages interpersonal relationships, and possesses executive presence with audiences of internal and external stakeholders. Griffiths excels at project management, organization, and planning, writes and speaks with influence and authority, and works independently while demonstrating flexibility in thinking, especially in challenging situations. She also adapts to diverse and dynamic environments with constant assessment and recalibration.

JD Supra Readers Choice Top Author 2019

In 2021, the ILN was honored as Global Law Firm Network of the Year by The Lawyer European Awards, and in 2016 and 2017, they were shortlisted as Global Law Firm Network of the Year. Since 2011, the Network has been listed as a Chambers & Partners Leading Law Firm Network, recently increasing this ranking to be included in the top two percent of law firm networks globally, as well as adding two regional rankings. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry and was included in Clio’s list of “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful, and useful.” Ms. Griffiths was recently chosen as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.