In his most recent blog post Robert Algeri identified eight “market forces” incenting lawyers to generate “more expert” online content.  As I understand Robert’s message, “more expert” online content means much more than a solid list of representative cases, local market Superlawyer status and degrees from the “right” schools.  Each lawyer must also offer fresh, thought-provoking information, opinion and advice that prospective clients can see will be useful in their businesses. 

Why? Because the market so requires.

Luddites

I, for one, will be streaming Robert’s post to those defiantly “old school” clients, colleagues and friends who proudly claim “luddite” status when advised to invest in the social media component of their marketing strategy. 

These are the eye-rollers, the experienced lawyers whose eyes glaze over at even a mention of the professional uses of Twitter or Google+, the skeptics who can’t believe I’m following the best, brightest and most vigilant of the Web’s news curators and commentators, and not Lady Gaga, Fifty Cent or Sally Draper. They are also the sorts of lawyers who, in another generation, delayed answering emails until they could dictate them to their secretaries. And it likely worked fine for the rainmakers.  But if you’re building, not just maintaining, a practice, the “old school” approach, charming as it is, doesn’t cut it.

All to say that if you know a luddite you hold dear, do a mitzvah:  Help him pull himself together by sending along Robert Algeri’s piece, with the following bullet highlighted:

“Increased Meritocracy – The ‘old boys’ club’ is diminishing in importance as the playing field widens and there is increased specialization.  In short, a person with a reputation as the ‘leading authority’ will win out against ‘the familiar’.  Attorneys will be looking for ways to demonstrate that they are a leading authority.”

Put another way:   Charm and charisma, 24/7 service, Ivy bloodlines, a “Diversity” brochure, offices in every conceivable location, free Firm windbreakers and crank-flashlights, even Ryder’s Cup tickets won’t help hold off competitors.

Algeri quotes Ian Brodie, who puts it this way:

“Look at most professional service firm’s websites. What do they have on them? About Us, Our Services, The Way We Work, Our People, Our Values, blah blah blah. Nothing to establish their expertise or authority – other than claims about their great people and leading edge thinking. No proof. And by proof I don’t mean testimonials. They’re 10 a penny.

What I want to see is examples of your expertise…..Get me excited about new insights I’ve not seen before that I can really use in my business.”

Obligatory Glory Days Reminiscence

When my partners and I were building our practice we made it a priority to learn about the industries in which our clients did business, and we applied what we learned to our work.  The documents we drafted, our legal and business advice and our negotiation strategies were informed by an understanding of our client’s business and the market forces facing her and her competitors.

We were one of the very first law practices to self-identify as “expert” transactional counsel to those doing business in the media and communications industries.  Back then we were cutting edge. We didn’t have a website. There was no internet and no one used the terms “brand” and “thought leader”.  The world worked differently. We saw the people in our network on the street, on the job and on the road. They respected our opinions, trusted our judgment, appreciated our sense of shared enterprise and valued our friendship.  

Here’s The Part About The Train

Times have changed. Relationships are looser, communications more diffuse, competition fierce, attention spans shorter and client contact rare.  Your clients and prospects will look for you on Google, Linked In and your Firm’s website, but they may not recall any information located more than 5 or 6 lines beneath your name or profile photo.  However, if this week’s practice group blog shows up on their screens (via email, RSS feed, Twitter stream or Linked In update or JDSupra link) offering insights on a new regulatory or market issue worth worrying about and suggests (or even hints at) a defense or solution, they’ll pay attention. They’ll remember.

Then again — if the firm in the other elevator bank beats you to it, they’ll remember that too, even if those other guys aren’t Chambers-listed.

The key is to demonstrate specialized expertise well before meeting the people who will send you business.   As Brodie and Algeri both know, testimonials won’t do it.  Nor will the traditional website.  Your clients and referral sources want absolute proof.  More troubling, they want it right now.  They may not be willing to wait for your next panel presentation or client alert.  So the proof had better be no more than a click or two away. 

That means consecrating precious time to generate and distribute thoughtful, innovative and attention-getting content for your attorney microsite and practice group blog, your Firm’s twitter handle and, coming soon to every imaginable neighborhood, the Firm’s page on Google+.

You can be a “luddite” if it feels safer.  But you do so at your peril.

Heads Up: The Train Is, Indeed, Leaving the Station