As a bankruptcy attorney, I am a big fan of telling my clients that social media is not real. People share what they want you to know or think about them and that’s it. However, social media is a very effective tool for lawyers who at least attempt to appear like real people. We tend to get stuck in “professional” mode and our brands could use a bit of getting real.
The Real Deal on Authenticity
So, what's the big fuss about authenticity? It’s about ditching the scripted jargon for a second and connecting as you. Toss out the legalese, and speak human-to-human. Let clients see the person who gets excited about Star Wars premieres or loves spicy taco Tuesdays. Or, maybe you want to be a celebrity chef and make fantastic creations in the kitchen.
Why the Genuine You is Pure Branding Gold
With everything moving online, clients are becoming digital detectives. They're not just hunting for a lawyer; they're scouting for a trusty sidekick. By unmasking the real you:
- Clients Dig Deeper – They aren’t just hiring an attorney; they're investing in a person. Be that person. With so many of our interactions occurring by phone or Zoom these days, even business clients are looking for something to make a connection.
- Stand Out or Step Aside – In a market flooded with carbon-copy lawyers all doing the same thing because that is how it’s always been done, being genuine and real automatically makes you stand out from the rest.
- Attract Your Kind of Client – The practice of law is more fun when you like your clients. The way to attract clients you like is to bring your kind of people to you. That does not mean you only want a single kind of client (because that would be boring), but clients who appreciate who you are tend to be better clients.