Take the time to write a good bio
A few minutes ago, I was reviewing some senior associate biographies on a law firm website. I was pretty surprised. They all said the same thing: where the person went to law school, when they graduated, and any activities they did in law school. Some of the biographies ended with sentences such as, "Jim was involved in the urban housing clinic during his second year of law school."
Despite the fact that many of these associates were 5, 6, or 7 years out of law school, the bios barely discussed their current practice, other than saying "Joe Smith practices in the area of complex commercial litigation." The bios did not mention their strengths as an attorney, what makes them capable of doing a good job, or provide any other information that would make a client feel comfortable that they were hiring somebody that was guaranteed to do a good job. They were extremely bare-bones, and hardly compelling or interesting. It was as if the attorneys didn't care enough to make their biographies interesting.
Attorneys are trained to be persuasive communicators. Especially in terms of persuasive writing. Especially litigators. But why do so many litigators have biographies that are completely unpersuasive about their skills as an attorney? Don't you think it would make sense for attorneys to illustrate and highlight their persuasive skills when it comes to advocating for themselves? If associates can't advocate for themselves or make a compelling case whey they have something to offer their clients, what impression does this leave potential clients who are reviewing the firm's website?
Despite the fact that many of these associates were 5, 6, or 7 years out of law school, the bios barely discussed their current practice, other than saying "Joe Smith practices in the area of complex commercial litigation." The bios did not mention their strengths as an attorney, what makes them capable of doing a good job, or provide any other information that would make a client feel comfortable that they were hiring somebody that was guaranteed to do a good job. They were extremely bare-bones, and hardly compelling or interesting. It was as if the attorneys didn't care enough to make their biographies interesting.
Attorneys are trained to be persuasive communicators. Especially in terms of persuasive writing. Especially litigators. But why do so many litigators have biographies that are completely unpersuasive about their skills as an attorney? Don't you think it would make sense for attorneys to illustrate and highlight their persuasive skills when it comes to advocating for themselves? If associates can't advocate for themselves or make a compelling case whey they have something to offer their clients, what impression does this leave potential clients who are reviewing the firm's website?
posted by Dan Binstock (Washington, D.C. office) at 11:39 PM
6 Comments:
I agree that attorney self-advocacy is often a missing link (it certainly is for me). One thing to consider, however, is the need to protect client confidentiality, particularly in cases where there are no public proceedings or reported decisions. Naming names is often the best way to be convincing. Legal culture and ethics often make that impossible (or so it has often seemed to me).
Good point, Edward. Clients should always agree that it's ok to have their names publicized in marketing materials. Still, though, think of how much can be done without naming names? Thanks for your comment.
Dan makes a good point. There is a lot you can do short of naming names. Try identifying your clients or matters descriptively using strong qualifiers (e.g. "major consumer products company", "multinational conglomerate", "technology company with over $100 million in sales",etc.) By adding this kind of information to your bio, you differentiate yourself from everyone else who does what you do; and that is the goal of marketing. Otherwise, you just sound like every other corporate, real estate or litigation attorney.
Dan, you should have linked to your own bio as an example.
Care to share any other positive examples?
(by the way, you can find mine at wasyliklaw-dot-com )
Sure: http://www.bcgsearch.com/binstock_dan.html
You make a good point about boring professional bios. Many people don't understand the purpose of a bio - to establish your professional credibility so that potential clients will want your services. If all you have in your bio is what you did at law school, then you sound like a novice.
For anyone who wants more help, I have bio templates at my site www.HowToWriteBio.com
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