Our legal reputation is influenced by what you DO. But words also matter, especially what other people say about you on the Internet. You can influence online dialogue to enhance your professional stature. But you need to use tasteful tools and methods appropriate to lawyers.

1. Trust Building for Lawyers
PaperlessChase

2. Speaker
ABA TechShow - Chicago
Florida Solo & Small Conf
Missouri Bar Solo & Small Conf
Indiana Solo & Small Conf
Clio, MyCase, ARMA, LSBA
Author
Blogging for Lawyers (ABA)
Acrobat in One Hour (ABA)
PDF Essentials for Lawyers
Nuance PowerPDF Essentials
Websites
PaperlessChase.com
LawFirmAutopilot.com
ErnieTheAttorney.net

3. What we’ll discuss
- Getting Better Clients -
(aka “marketing”)
- Your “super power”

6. Big Bang Theory

7. Keller thinks he hears a baby cry.
The sound is just audible over the
muted rotors as the helicopter
comes in low toward the jungle
village.

8. Example #2
We spent a month on Grand
Cayman in 1994.
Looking back, that was a pivotal
moment.

9. Example #3
I spent five years doing
psychoanalysis.
Yes, I did “full Freudian”
psychoanalysis when I was
halfway through college…

10. What happened in your mind?

11. Getting attention

12. Cheesy attention hooks

13. Billboards

14. Paid for Web Traffic

15. But, we’re building trust

16. Back to the examples
Keller thinks he hears a baby cry.
The sound is just audible over the muted
rotors as the helicopter comes in low toward
the jungle village.

17. Example #2
We spent a month on Grand
Cayman in 1994.
Looking back, that was a pivotal
moment.

18. Example #3
I spent five years doing
psychoanalysis.
Yes, I did “full Freudian”
psychoanalysis when I was
halfway through college…

19. The Takeaway?
- Get attention in an appropriate way
- Get attention in an effective way
- Don’t be cute, clever or self-indulgent
- Be tasteful, thoughtful, strategic
- Build trust over time; don’t rush!!!

20. Starting the conversation

21. 1. Create Curiosity

22. 2. Use Words on Steroids

23. Stories = words on steroids

24. Stories = conversations

25. Stories are everywhere

26. Our brains love stories

27. Examples of bad stories

28. Snore…
Our lawyers are passionate - about the
law, our practice areas, our clients. We
understand the complex issues facing our
clients. We build relationships. We
problem-solve. We find solutions.

29. Blah, Blah, Blah…
Our deep roots and client-first philosophy
have made us a top ranked firm by
Canadian Lawyer magazine (2017).
Experience and capacity provide innovative
solutions for our clients’ diverse legal
issues and complex business transactions.

30. Is this interesting?
Maybe you can be all things to all people
“Client Focused, Results Driven”

31. At least they used a nice picture

32. Nothing says “I barely care
about you at all” like a
bunch of cliché-ridden
phrases that 99% of lawyers
are using on their websites

33. To whom it may concern

34. Open Up a Little…

35. Empathy builds trust

36. A personal connection is
crucial to build empathy

37. 2. Use Words on Steroids
“Keller thinks he hears a baby cry…
“We spent a month on Grand
Cayman in 1994….
“I spent five years doing psychoanalysis…

38. 3. Let them get to know you
“We spent a month on Grand Cayman
in 1994….
“I spent five years doing psychoanalysis…

40. Tell Them Your Story
1. What kind of work you do, and why you’re
competent to do it
2. Why you’re a more desirable choice than your
competitors
3. That you’re empathetic, easy to work with, and
trustworthy
It should help them quickly figure out:

41. They want to know…
1. Why did you become a lawyer? Why did you
wind up doing this kind of law that you do?
2. What kind of interesting experiences have
you had (pick ones that help you make an
important point)
3. What do you look like? (website have a pic?)
4. What’s your manifesto? What are your strongly
held beliefs?

42. Bad story examples
The “OurFirm” Law Advantage
Take advantage of a dedicated team with national reach.
Your Firm. Your Way.
We provide affordable legal services tailored to your needs.
We focus on family law, elder law, estate planning, probate
and collaborative law.

43. A GOOD example

44. More detail…

45. “What clients want is a fence at the top of the cliff, rather
than an ambulance at the bottom” - Richard Susskind

46. Even big law firms
can do this…

48. Your Picture
Some basic
personal details

49. Monthly Email Newsletter

50. Use your Super Power

51. 99% of Lawyers Won’t

52. Trust your superpower

53. And you’ll get great clients

55. Summary
✓ Start with a “Bang”
• Create interest, build curiosity
• (It worked for Sherazade)
✓ Hone your story; doesn’t require
perfection
✓ Be open, and slightly vulnerable
✓ You can’t build trust by being
cagey, or aloof—especially via email
or a website

56. Actions to take
✓ No Website?
• Write out why you became a
lawyer (500 words)
• Signup for free Mailchimp service
✓ Website: upload smiling picture of
you; write simple stories and connect
them with hyperlinks
✓ Social Media: Pic + personal info

57. Online Communities/ Social Media

58. Online Communities/ Social Media
Okay
}
Not
Okay
}

59. Online Communities/ Social Media
Great!}

61. In case you’re wondering
“Keller thinks he hears a baby cry.
The sound is just audible over the muted
rotors as the helicopter comes in low toward
the jungle village…

62. Did not unsubscribe
Redacted

63. My response
Redacted
Redacted

64. Tell Your Story

65. PaperlessChase