People buy from people. It’s an adage we’ve heard time and time again. Yet too many brands forget to let their people do the talking. Over the last few years our Linkedinfluencer report has shown it works. Not just in terms of reach, or likes, or the equivalent advertising value, as powerful as that is.
But in real, genuine, authentic connection. That in a non salesy way, actually sells.
Before you even speak, they’ve chosen you
At our Leeds LinkedInfluencer event Charlie Moore, Senior Paralegal at Kingsley Napley made the insightful comment that usually, even before the first phone call, a client has decided to work with a lawyer. Let that set – before they have even had a first phone call, they know that said lawyer is the one. Not because it’s love at first sight, far from it. But because they’ve done their research, read their social media, looked at their blogs, and not only know they’re a brilliant lawyer, but feel like they know them.
A personal relationship
A client lawyer relationship is a deeply personal one, rivalling banks and even hairdressers. They are trusting you with valuable and intimate financial, business, familial and emotional information. These are things that matter to them, and they want to know a lawyer can not only do a good job, but is someone that understands them and they want to be around through what can be some messy lows and stressful times – as well as triumphant highs.
So they need someone they can trust. And by posting that photo of you with a coffee, a deep dive into a news story with a credible take, a personal story of your career, you’re showing you are a real human being with emotional intelligence as well as legal knowledge.
You are my lawyer
It’s something we’ve heard time and time again. Jen Shipley, Senior Associate Solicitor at Irwin Mitchell (and once again crowned number one in the list), said that she has had phone calls where the client has said ‘you are my lawyer’ despite having never met before. Our keynote speaker Jodie Hill of Thrive Law (who speaks very candidly about her career trajectory, mental health difficulties, and ADHD) said she had a video meeting with another key legal influencer Sophie Wardell, People Director at Higgs LLP and they were chatting about new puppies and their days – because they already knew about them from LinkedIn. There were hugs happening across the room – again between people who knew each other from behind a screen and a profile photo.
It’s these deeper connections that are so powerful. And that can actually win business.
LinkedIn to win business – without selling
That’s not to say you should treat LinkedIn like your personal Instagram. It’s still a professional platform. We don’t need to see every brunch. But professional doesn’t have to mean dry, corporate, and lacking in personality. Quite the opposite. If you want your lawyers to be attracting business you need to give them free reign to be real people and real lawyers. Lawyers who need to have relationships with their clients, and are free to show those potential clients the kind of experience and service they will get.
So make sure your client knows you’re their lawyer before you even know they exist. Because they sure know you do, and are making that decision right now.
