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Legal Marketing


case outcome benefit both attorneys and the client, who is likely to refer both attorneys to new prospects. Referrals to attorneys with poor reputations may result in guilt by association. Choose wisely when selecting attorneys to include in your person-to-person network.


Types of Person-to-Person Networking Person-to-person networking is not about


schmoozing at cocktail parties, although you can certainly meet and create relationships in these social situations if it suits your own personal style. Networking is not about putting the hard sell on everyone you meet or handing out a stack of cards to every man, woman, and child who will take them but it is about recognizing the potential in every person you meet. Person-to-person networking is a slow, subtle process where you build a one-on-one professional relationship with every individual in that network. Some attorneys engage in shoe-leather networking,


introducing themselves to every attorney in town. This technique is time-intensive and it does expose you as being the new guy in town, but pressing the flesh with established competitors has its advantages, especially in the form of referrals and openings in lucrative practices. While social media sites and the internet help you communicate with an unlimited number of people at one time, traditional methods of person-to-person networking will always be more effective for long-term


relationship building – people are more inclined to remember and trust someone they have met in person. Traditional methods of person-to-person


networking: T Attend attorney gatherings T Make yourself available T Hand out and collect business cards T


T T


Join exclusive clubs where other attorneys are members


Join community groups with few lawyer members


Volunteer with various legal and community groups


Traditional does not mean outdated – you will use


many of these tried-and-true methods in addition to or in combination with virtual networking.


Virtual Networking Virtual networking saves you tremendous amount


of time, energy, and money but it is not a replacement for relationship building. Virtual networking allows you to connect with others via social media sites, such as LinkedIn, Facebook, Google+, Tumblr, and Twitter. There were more than 18 million business pages on Facebook in July 2013 according to Inside Facebook, the leading source of news and analysis on the social


Trial Reporter / Winter 2014 35


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