Last week, Jaimie Field talked about what Enlightened Rainmaking™ means, and this week, she’s telling us how to become an Enlightened Rainmaker™.

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In the last Rainmaking Recommendation, I discussed the idea of Enlightened Rainmaking™.  As I explained, this is using tactics or techniques to educate or “enlighten” your prospective clients, referral sources and clients about what you do in a way that allows them to come to you.

Enlightened Rainmaking begins with creating content and information laden blogs and videos, white papers and information packed website, and social media posts which addresses your prospective clients’ and clients’ needs and questions.  You need to find a way to attract your ideal clients to your work. 

This means, as I have always said, that you must decide on whom your target market or what your niche is going to be.  And I am going to say this again – the day of the General Legal Practitioner is dead.   In 1938, when my grandfather first began practicing in New York City, there were about 160,000 attorneys practicing in the United States. You could be a general practitioner because:

  • There was less competition; and
  • The laws were less complicated.

In 2016, according to the American Bar Association’s National Lawyer Population Survey, there are 1,316,561 lawyers in the United States and 175,195 lawyers in New York State alone!  Competition is fierce; the laws are so much more complicated than they used to be.

If you do not have a niche or ideal client, please consider this as the first step to becoming an Enlightened Rainmaker™ and choose an audience to whom you want to “speak”.

The second step is creating content.

But, it’s not just about creating content for the sake of creating and posting information.

There is so much content created and downloaded every day.  This infographic from Domo shows the astounding amount of data consumed and generated every MINUTE of every day.

And, because of the number of lawyers out there who are doing exactly what you do (just Google your practice area to see) you have to find a way to stand out.  You have to find a way to create content that speaks directly to your ideal client audiences and their strategic referral partners.  You have to be intelligent and use their language.  You have to be interesting and authentic.  Stop using legalese.

This means finding out what your ideal client is seeking on search engines and using those words strategically in your content.  And in the next blog, I will be discussing how to find and use these words – also known as “Keywords”  – in a strategic manner to get found.

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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.