Holiday reading: How to connect on #LinkedIn using LWIW

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efangelist

My good friend Bono told me name that  dropping was bad form.

Or was it my good friend Bryan Ferry who told me.?

TB BF

I don’t actually know Bono – but as you can see I have met Bryan Ferry –  briefly – long enough for a quick pic.  Many of my friends and business contacts (of a certain vintage) are impressed that I have a photo with Bryan.

The reason I share the photo is that I’ve noticed on LinkedIn that many people use profile shots of themselves with “more famous” people. I’ve tried to not reveal names – but to illustrate my point with these examples.

Exhibit A:

LI LWIW.jpg

Exhibit B:

LWIM 1.jpg

I must say that I wanted to connect with this next fellow (Exhibit C) – and all  because  his profile pic got my attention. I too am a fan of rugby union. The LWIW (Look Who I’m With) technique

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How to write better lawyer bios for your website. Don’t make the usual “lawyer mistake”

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Did you know that one of the most visited part of a law firm website is the bio section – especially when your “audience” is a general audience for areas such as family law or workers compensation or personal injury.

TB LL mosaic

 

Many lawyer bios are poorly written – because they are filled with what matters to the lawyer rather than what matters to the potential client.

What a client wants to find out fast is:

1.how can this lawyer help me with my problem NOW
2.what makes this lawyer different or “stand out” in this area
3. will this lawyer be easy to work with?
Here are 3 simple ways to make your bio more audience focussed:

1. Start with the present tense – what you do now – don’t tell chronologically starting with the past tense as lawyers often do

2. Get the audience into the bio – through the word YOU or refer to people similar to the audience

3. Work in what makes you different from most other lawyers – or at least why you are extra good to work with.

In family law, clients want expertise – but they are also looking for empathy and understanding and guidance. Work some of those words in.

 

An easy way to write in the present tense

Write what you do NOW (present tense) rather than all the past tense things like when you got admittED (past tense) as a lawyer and what university you attendED.

Sure, a client can be comforted by knowing you have X years experience and some may care where you went to a certain law school – but instead of saying Larry or Lisa Lawyer was admitted in 2001 – say what you do now – and SAY how many years experience you have (in general terms – more than 10 etc – that way you don’t have to update every year)

Also, work in what makes you different. Mention the law school later – but not up front. I understand in the United States, some top prestigious law schools carry a lot of persuasive weight even with everyday clients.

Many lawyers write chronologically – where they went to law school, when they got admitted, when they joined the firm, when they started in a particular area of law etc.

Just remember: a “general” client wants to know you have experience – but they are more interested in how you can help them NOW.

A growing trend in the US (slowly catching on in Australia) is adding more personal and human attributes of lawyers rather than just their qualifications. (compassionate, empathetic, dedicated etc)

 

This following example shows the above 3 tips: (Be aware that in some jurisdictions you may not be permitted to say you specialise, You may have to say something like you practise extensively in or have extensive experience in…) I use italics – just  to draw your attention to key parts.

 

Larry/Lisa Lawyer specialises (see present tense) in helping parents through the confronting divorce and custody process.

Divorce is always difficult and it can be even more challenging when kids are involved. Larry knows the process – he’s been guiding people like you through the process for more than 10 years.

Larry/Lisa always works to resolve matters as quickly and as cost-effectively as possible through settlement and mediation rather than through a long court process. That’s why he/she has worked hard to develop the extra skills in negotiation and mediation.

(then further down the bio you can mention where you went to law school and any other special qualifications)

Now some lawyers may look at this everyday, casual language and cringe – but I ask you to remember that you are writing for an everyday audience.

So, take a look at YOUR lawyer bios.

1. Do you start with what you can do NOW? Rather than past credentials. You can list the law school, admission date etc later

2. Do you work the audience into the bio by referring to what you do for them?

3. Do you work in what makes you different? Or what you offer that’s extra?

Remember these points are specially relevant for when you have a general public audience.

The bio is technically about YOU – but it’s not really just ABOUT YOU – it’s about how YOU can help your clients!

It’s not just about your legal and academic/career PAST – it’s about your FUTURE relationship with your client.

———

IMPORTANT: This post does not create a consultant-client relationship with any reader. For legal marketing advice you can contact a legal marketing consultant in YOUR area – OR (if you are based in Australia or Singapore/South East Asia) you can engage me in a professional relationship.

OR you can just enjoy reading how other law firms are building business and developing relationships through their Legal Marketing. ENJOY!

Slide1

Hi, I’m Tony Biancotti and I help lawyers communicate more effectively with everyday people. I’m a former lawyer turned journalist, communication consultant, and legal marketing maverick.

If you enjoyed this post – Let’s connect:

If you found this post interesting you can follow me and connect with me.

I blog about fun pop culture stuff as well as more serious business communication tips.

Twitter

https://twitter.com/tonybiancotti

tony biancotti

@tonybiancotti

Linked In – under Tony Biancotti

Valuable Social Media lessons from fishing!

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Likeable Lawyer

Do you love fishing?   Do you love social media? Maybe you love both!

I don’t claim to be an exceptional fisherman – but I’m lucky to have mates who are very clever and effective  fishermen.

I just love the “experience of fishing”.  I don’t have to catch a fish to be happy.

Yet with social media and in particular legal marketing – I like to be more “purposeful” and strategic!

marlin fishing

(Instead of Salmon Fishing in the Yemen – this is Marlin Fishing in Mauritius)

I’ve been lucky to have  enjoyed Hemingway-esque marlin fishing adventures in Mauritius – for TV travel reporting assignments of course! This was work!

I’m not one of those wealthy, globe-trotting marlin fishermen!

Marlin fishing1

Most of all, I love to go out fishing in a river or a  creek –  or an estuary – in a “tinny” with my mates – and my son.

Fishing can…

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Why you often get sick when you finish work to go on vacation – and what you can do to help prevent it

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These tips are very important this time of year. Not about marketing – but still worth a quick read to help you avoid getting ill when you transition from work to Christmas break!

efangelist

Have you noticed that people often get sick on the first days of their transition from work to holidays (holidaysvacation for US readers)?

Around this time of year, millions of people wind up their work to take a Christmas break – and many of them get sick, just in time for their holiday.

work vacation

Has this happened to you? It’s certainly happened to me and not just around Christmas vacation – much to my annoyance! It seems that as soon as I slow down and take a break, I get ill.

But there are things you can do to reduce the chance of getting ill.

I asked Julia Tyack* from Tyack Health – why we often get ill when we go on holidays (vacation) – and, more importantly, what we can do about it.

If you know anyone else who can benefit from Julia’s tips – please feel…

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Why it’s so important to claim good names for social media – LinkedIn Lawyer!

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Do you ever have those moments where you think you are ” oh so clever and creative”? You get that mental surge of satisfaction from being “creative”.

I’d been watching the movie The Lincoln Lawyer after a day helping legal clients in Australia with social media – including how to effectively use LinkedIN.

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I woke up with what I thought was a brilliant business name – The LinkedIn Lawyer.

Anyway, I did an internet search and found a US lawyer/social media specialist already had claimed this name! – An Attorney from Boston. I imagine HE probably thought he was very clever when he came up with the name too!!

I admired this guy’s creativity and boldness to not go with a “safe and conservative name” I connected with him on social media and I follow and learn from his advice from helping clients in the US.

I found out we had lots “in common” – we liked similar music. – like The Smiths.

He had very “English” music tastes (for an American).

He was also into using his communication and legal skills to help good causes – like education in developing regions!

I liked his “attitude” and imagined that he was probably one of those “80s optimists” inspired by “We are The World”/ “Feed the World” etc.

linked in lawyer

Anyway, all this thinking about the benefits of a great name for social media inspired another idea – to explore as well as Social Media for The Law – also How the Law effects Social Media.

All sorts of “issues”

How do you claim a name? – with an Australian perspective

There are so many different social media platforms! – Is there an easy way to claim a name/identity across several platforms?

What if a great name is taken – but in a different “jurisdiction”? Blogs and social media is often international. Which laws apply?

What if you are not in competition – you service different markets?

So many questions!

I’ll consult my lawyer friends who are experts in Intellectual Property and Copyright.

Even though the great name The LinkedIn Lawyer was taken – I DID enjoy the brief euphoria in creatively finding the LINK between the movie/book AND the business of helping lawyers with social media!

Here’s a Link to the LinkedIn lawyer. I don’t “know” him – but though his social media presence – I feel like I KNOW him!

That’s the power of social media to connect with like-minded people.

Linked In Lawyer

If you enjoyed this post – Let’s connect:

If you found this post interesting, you can follow and connect. I blog about fun pop culture stuff as well as more serious business communication tips.

Twitter https://twitter.com/tonybiancotti tony biancotti

@tonybiancotti
Linked In – under Tony Biancotti

Or you can click to follow this blog.
Cheers, Tony

So, why do lawyers need to be likeable anyway?
Lawyers often get a bad rap ( perceived as dry, detached and dispassionate) – yet they can change their image and be more likeable. In these competitive times – to attract and retain clients, lawyers need to show more than just their legal expertise.

They need to create greater connections with existing and potential clients. Lawyers need to be more likeable. 1. by showing what they have in common with their audience ( how they are LIKE their audience). 2. by revealing just a bit of their human and private side – what things in life they LIKE. Lawyers in the US now list things (outside of work) that they LIKE and are passionate about. Social Media Savvy law firms are creating more shareable and likeable content.

Legal websites are more audience-focussed and dare to stand out from the old stodgy legal image.

So who is writing this?

TB LL mosaic

Hi, I’m Tony Biancotti. When I was a Solicitor of the Supreme Court of Queensland – I found the working as a lawyer too dull, so I “escaped” for an adventure-filled career as a TV reporter and Defence Correspondent – and even a political speechwriter and media adviser.

Since 2004 I’ve been an international presentation and writing coach and consultant helping leading Australian and global businesses. I use my media and social media skills to help professionals (including lawyers) communicate and persuade more effectively by “connecting” with their audience.

Twitter for long-winded lawyers – Pt 2 – how to write an engaging profile

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Are you making the most of your twitter profile?

Are you encouraging people to want to follow you – by describing what you do, what makes you different, and a bit about your interests?

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Many lawyers don’t use their profile effectively – to describe more precisely how they can help – what they offer that’s different.

It’s often too general – lawyer or partner or just the law firm name.

And…very, very few lawyers dare to share any passions or interests that make them seem more human and interesting and likeable.

I hear some readers saying to themselves: How can you possibly achieve all that in a brief profile – 160 characters?

Check out how this Canadian Legal Marketing expert, Jordan Furlong, says so much in such little space.

jordan furlong

Jordan was a law student who loved to write and he perfected his writing style working as a legal journalist.

He understands lawyers AND how to write well!

Here are some easy-to-use twitter tips and twitter writing tricks that can help YOU improve the way you write for twitter.

You don’t have much space in your tweets or in how you describe yourself in your profile – so these little “Twicks” help.

Here’s what we all can borrow from Jordan’s style. (I’m not saying you have to do this! It can help if you also use twitter for business.)

Jordan Furlong
@jordan_law21
Forecasts legal market’s future ° Creates lawyer publishing strategies ° Reads CS Lewis ° Watches Doctor Who ° Listens to ’80s music ° Plays Settlers of Catan

1. Use verbs that end in S. Many twitter profiles say what people are – nouns

e.g. creator of on-line content strategy strategies or on-line content strategy creator

Jordan says what he does: he uses verbs – showing what he can do for you

Forecasts legal market’s future

Creates lawyer publishing strategies

In saying what is does, he also says “who is IS” = in his job sense.

Verbs are often shorter than nouns and verbs that end in –s are close to the shortest verbs of all.

The shortest verb is the imperative: Create Forecast (But you use these when you are telling someone else what to DO)

The verb creates (ending in s) is the shortest way to describe what YOU do.

You could say I create, I forecast – but you need to add the I and a space – and this style is YOU-focussed rather than suggesting what you can do for your audience.

Creates works better in my opinion.

These Twicks (Little twitter writing tricks) are vital important where you have little space! Journalists are used to having to write engaging and concise headlines

Compare:

Developer – develops

Forecaster – forecasts

Sure, creator (noun) and creates (verb) are the same length, but in general verbs areshorter and more active.

Also, in business this style suggests what you can do for your audience!

“Nerdy” detail note:

Jordan writes in parallel structure – every “point” starts with an action verb – starting with S

Forecasts

creates

reads

watches

listens

plays

Concise – AND with strong structure!

I reckon Jordan’s background as a legal journalist taught him these concise and active writing habits.

2.Even if you mainly use twitter professionally for business – add a dash of the personal – include your outside interests – things you are passionate about.

Interests help you stand out from other people who may offer the same thing. Interests also help you connect with people with similar interests.

To borrow from Guy Kawasaki’s idea:

“Showing your interests – can make you more interesting.”

In his great book Enchantment, Guy says people who show their passion/passions are more “enchanting”

After Jordan reveals his more serious business offerings/professional identity he reveals he likes:

80s music, C.S. Lewis, Doctor Who, and Settlers of Catan.

Now, I have no idea the last thing is – but I’m sure it’s relevant to Jordan’s main audience. Sounds like a Canadian folk band! I’ll have to research!

Anyway, here’s a summary of how YOU can improve your Twitter profile description – especially if you use twitter for business:

  1. study and learn from the twitter writing style of top people in your line of work – just as I did by studying Jordan’s example
  2.  consider using verbs that end with S to describe what you can do for your audience. In business people mainly need to know what you can DO for them.
  3. dare to share some of your private interests. This makes you more memorable and can help you connect with people with similar interests                                                                                                                       I have no business connection with Jordan – I’m just a big fan of his social media writing style. He’s in Canada – I’m in Australia – yet we “chat” on twitter.

 

IMPORTANT: This post does not create a consultant-client relationship with any reader. For legal marketing advice you can contact a legal marketing consultant in YOUR area – OR (if you are based in Australia or Singapore/South East Asia) you can engage me in a professional relationship.

OR you can just enjoy reading how other law firms are building business and developing relationships through their Legal Marketing. ENJOY!

TB LL mosaic

Hi, I’m Tony Biancotti and I help lawyers communicate more effectively with everyday people. I’m a former lawyer turned journalist, communication consultant, and legal marketing maverick.

If you enjoyed this post – Let’s connect:

If you found this post interesting you can follow me and connect with me.

I blog about fun pop culture stuff as well as more serious business communication tips.

Twitter

https://twitter.com/tonybiancotti

tony biancotti

@tonybiancotti

Linked In – under Tony Biancotti

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