Join us for this week’s rainmaking recommendation from trainer and coach, Jaimie Field.

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In this very brief Rainmaking Recommendation, I would like to both vent my annoyance as well as tell you how to avoid ticking off your clients and prospects.
During the past 9 months of the pandemic, I have met or reconnected with hundreds of people during virtual networking events.  As a result, I have been creating relationships that I hope will be beneficial to both the people I am meeting as well as for myself.

However, one sure way to annoy the people you have met (including me) – whether it is virtually, via social media, or even in person when the world reopens – is to automatically put them on your email list and begin sending them newsletters or other marketing materials for which they didn’t ask.  And this is happening too often lately.

Forget the fact that there are laws governing the internet, newsletters, SPAM, and how you can market your services to others.  This is about the negative impression that you are making when you do this.  The minute you begin to annoy your prospective clients and referral sources is the same minute you begin to lose any opportunity to work with them at all as they have so many other choices out there.

The term “permission marketing” was coined by Seth Godin in his 1999 book of the same name.  Permission marketing refers to obtaining the agreement of those to whom you want to market to be able to send them information that will be of benefit to them.  There are two things to understand here:

  • You have been told that they want to receive information from you; and
  • It is of benefit to them.

In addition to the negative impression that others will get when you market to them without their opt-in, people do not want a newsletter that is chock full of information just about you and your firm.  I have seen too many law firm newsletters that only serve to boost the egos of the firm and its attorneys.

Yes, it is very nice that the attorneys in the firm have been selected to be on the Best Lawyers or Super Lawyers Lists but what your newsletter readers want is information – information that will help them sleep at night; information that helps them achieve their goals.  Information that is not always about you or your firm.

Provide your newsletter readers with the information that they want and need.

Remember, it’s not about you or your firm.  It’s about them.

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. 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 recently included in Clio’s list for “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 for 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.