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Introverted Rainmaker: Marketing for Lawyers Who Don’t Like to Leave the Office

If you’re an introvert – and a lawyer – you’re not alone. 49% of lawyers are introverts, according to a recent survey. Included in that 49% is the writer of this article.

It may not seem like it because I publish frequently, but the fact of the matter is, I’m not really a people person.

I like helping our members (just got off a coaching session with a great attorney from Seattle an hour ago). But as far as that Bar Association mixer goes? No thank you. Not by a long shot.

Fortunately, I found out a long time ago that you don’t have to be an extrovert to be a rainmaker.

Phew!

Misconceptions About Introverts vs. Extroverts

“The people who are always out there, always on, are more likely to get most of the business.”

False.

An introvert can do just as well, if not better, than an extrovert.

Let’s clarify what an introvert is. Introversion is not chronic shyness. Shyness, as in even after you know someone you're not speaking up, is a different beast.

By introvert, we mean those of us who prefer to be independent, and often needs alone time. Who is fine in the company of people (including clients) you know already. But you also value your time to think. Have a little space.

So why is this predisposition actually an asset? It allows you to reflect and assess what makes sense, and what doesn’t make sense, for a marketing campaign.

Related: How To Become An Authority With Your Law Practice Marketing

We can be planners. We don't need to be "out there" meeting with everyone and anyone. We can save the energy it takes to be social for when it matters. Be efficient, along with being effective.

What's even better? Your natural personality will show clients you’re not just a pretty face or personality. And you have no desire to be. You actually have substance.

How Does An Introverted Lawyer Make It Rain?

Well, what you absolutely cannot do is avoid marketing your practice. That’s a recipe for disaster.

What you can do is use the media, other than face-to-face time, to make your message known. (This approach is the foundation of our Referral Alchemy Program, where we do this for our members)

Think about it for a second: You don’t want to be out there having endless coffee meetings. It saps your energy and fills up your calendar. But you do still have to get in front of people. So use the written word to accomplish the same thing.

Like what I'm doing here. Giving you value every week, knowing that when the time is right, when you're ready to get your marketing under control, you'll know what I do and give my team a ring. Until then, I'll give you as much value as I can.

That's the basis of introvert marketing. And it works. Well.

I do it, and you can do it (with or without us) (but it's much easier if we do it for you, wink wink).

Our entire program has been structured for people who don’t have the time or desire to always be out there. Instead, we use high quality writing to get in front of people on a regular basis.

Click here to get access to my free Law Practice Growth Guide that shows you how to grow your law firm predictably and create freedom for yourself.

Where Do Most Introverts Go Wrong?

Here's the thing with the Introvert Rainmaker strategy. The one thing that trips up most attorneys and leaves them thinking that introverts can't make it rain.

The approach requires no-failure discipline. Unlike constant personal interaction, which can form deep relationships quickly, strategies for introverted rainmaking are long-term investments that require relentless follow-up. Less work overall, less social energy, more hands-off, but if you stop sending your materials - even for a month - you're losing ground.

Suppose you have a monthly newsletter. When you get too busy, it’s the first thing that gets pushed to the backburner. What was supposed to be a monthly newsletter turns into a quarterly newsletter. Or, sorta, kinda, approximately, quarterly. But do you really think you’ll move the needle by dropping a newsletter in someone’s inbox four times a year?

Our experience, and those of many other marketing experts outside the legal field, is pretty clear. Quarterly isn't enough. Less than quarterly is nearly pointless.

You don’t have to be an extrovert, but you do need persistence and consistency.

You need to set up your marketing to go out like clockwork. If you do, and you’re delivering high quality content, you can be a rainmaker without leaving the office.

The business will come to you. Want an example?

One of our members hadn’t been to an in-person networking event in more than two years when he started using our campaigns. In two months, he got more business than any other three-month period in the last decade.

Why? Because we were relentless. We produced quality writing. And we played to his strengths.

Related: How One Attorney Began Charging 11.66 Times His Previous Rate

This particular attorney had been sitting in his office, wondering why he wasn’t getting any business. He had contacts, but he wasn’t doing anything to connect with them. That doesn’t make him a bad lawyer. He’s a fantastic lawyer. But nobody knew how fantastic he was.

Extroverts might feel the need to say, “I’m great.” Or get energy from meeting people, so seek them out. But introverts can play to their strength - show their greatness, in writing, constantly - which is much more effective.

By the way, that attorney still hasn’t gone to an in-person event. The only people he needs to talk to are his new clients and referral partners.

What's your next step?

If you're like me, and have neither the time nor the energy for constant in-person networking, make sure you're using a media strategy to nurture your network instead of doing the coffee circuit.

Decide what kind of content you'll produce. Make sure it's positioned correctly for maximum effectiveness (in our programs we have a "Gold Standard" writing protocol that ensures every piece achieves this, you should too). Make sure it goes out, without fail, at least monthly.

If you're not sure you can get it done, spend ten minutes with our Practice Growth team and we'll let you know your best path forward based on your specific situation. For some, you should do it yourself. For others, you should have experts handle it for you.

But either way, don't think that because you're an introvert - or don't have the time to get marketing done - that you're trapped. You're not.

Raj Jha

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