Law Firm Business Development: Your Bio is Your Product Sheet

by LawVision Group LLC
Contact

I’ve written about bios before and just yesterday was reminded that they still remain one of the most powerful marketing communications tools one has, and yet often seem to be at the bottom of the heap when it comes to important marketing communications resources.  I’ve run across a few firms lately where their marketing teams will not allow the use of the lawyer’s first name. Each paragraph begins with “Mr.” or “Ms.” This formality has long been left behind in business and by using such an old style in a bio, it puts more distance between the reader and the lawyer. Quite simply, it’s just not reader friendly. Nor is it a relationship-builder. While this 1960s approach may have worked at one point, it is best replaced by a less formal approach to the reader.

As a quick aside, the age of the buyers today (we have a great chart on this if you’d like a copy) is lower end of baby boomer and mostly Gen X. The “seller” side is still weighted heavily toward the upper end of the baby boomers and even some silent generation members. So there is already a discrepancy between the buyers and the sellers. Closing some of those gaps in various ways possible is important psychologically.

While I’m on this bio rant, please stop starting every paragraph with your name. This “I” “I” “I” approach also no longer works. Here’s an example of what I’m writing about:

DON’T: Sandra has extensive experience litigating patents in the 9th Circuit Court for the biotech and medical device industries.

DO: Biotech and medical device executives rely on Sandra’s years of experience assisting them with litigating patents…….

In other words, make it reader-oriented to better connect with the reader.

Follow these two simple rules and your bio is already improved quite a lot. Adding representative examples after two brief introductory paragraphs will be important. Few people will take the time to read a long page of background and click the down arrow to get to page two to read about specific experience.

Last, something about what you like to do. E.g., “Passionate about helping start ups, Sandra is a mentor to young technologists at MIT.” OR, “When he’s not helping clients avoid curveballs, he’s teaching kids how to throw one as a Little League coach.”

This type of message is also controversial. Remember, building business is about building relationships and people have to be able to connect with you quickly. Your bio has to sell you when you are not present to sell yourself.  Think about it. It’s worth updating this valuable sales tool as soon as possible.

Written by:

LawVision Group LLC
Contact
more
less

LawVision Group LLC on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.