Douglas McPherson 
The Visible Lawyer [EPUB ebook] 
How to Raise Your Profile and Generate Work

This book has visibility as its central theme. It will help you to establish where you need to be visible, how to achieve and maintain visibility with clients, and how to convert visibility into new work.

It shares a variety of tried-and-tested approaches to boosting visibility, so you can choose those that suit you best. Every suggestion is designed to be put into practice around fee earning responsibilities.

Features of this book:

Chapters on how to create visibility and stay visible to clients as well as referrers, how to effectively network to get the best results, and intelligent marketing advice that will aid you and your firm in being more visible.

Practical tips to manage your day-to-day marketing activities that can be implemented easily and without a huge requirement for time or budget.

Highly practical advice you can put into immediate action, including a series of mini-masterclasses with step-by-step guidance and various templates that can be adapted for your own use.

قائمة المحتويات

Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi

About the author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xvii

Part 1: The theory of visibility

Chapter 1: Where do you need to be visible? . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Building brand cameos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Building brand cameos into an effective personal visibility plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Choosing the most productive marketing options for you . . . . . . . 11
What do you know now? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Chapter 2: How do you achieve a consistency of visibility? . . . . . . . 15
Little and often . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
The ‘marketing mix’ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
How do you turn visibility into interest? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Creating a solid and attractive client value proposition for your firm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Creating a personal value proposition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
How do you make sure your (firm’s or personal) value proposition is in line with what your clients want? . . . . . . . . . . . . . . . . . 28

Part 2: Visibility in practice – How do you create visibility?

Chapter 3: ‘Intelligent marketing’ – Practical marketing activities that really do create visibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
What is ‘intelligent marketing’? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
What is the difference between ‘intelligent marketing’ and ‘tick-box marketing’? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Ten low-cost/high impact business development strategies that really work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
The proven three-step implementation model – Confidence, focus, action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

Chapter 4: How to stay visible to what you’ve already got . . . . . . . 47
Change your mantra from client management to client development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
10 client development strategies that really work . . . . . . . . . . . . . . . . . 49
How to grow your existing client relationships . . . . . . . . . . . . . . . . . . . . . 56

Chapter 5: Don’t just stay visible to clients, stay visible to referrers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 63
Why referrers are as valuable as clients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
How do you build a referrer relationship model that really works? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
How do you convert your relationships into work? . . . . . . . . . . . . . . . . . 74

Chapter 6: How do you create the visibility that wins new clients? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
Make sure your firm is visible to potential new clients . . . . . . . . . . . . 80
Get your web presence right . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Adopting a sector strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
Choosing the right sectors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
How do you build an effective sector team? . . . . . . . . . . . . . . . . . . . . . . . . 92

Part 3: Mini-masterclasses

Mini-masterclass 1: Networking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Five things to remember so you establish the right mind-set . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Five ways to get the very best return from any networking opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99
Four ways to plan the conversations you’ll have . . . . . . . . . . . . . . . . . . . 101
Five things to remember once you’re in a conversation . . . . . . . . . 103
Ten ways to follow up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Five alternative ways to network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108

Mini-masterclass 2: Presenting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Five facts that will help you get into the right mind-set to present . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Eight ways to make sure your presentations actually deliver a tangible return . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Seven ways to inject more impact into your presentations . . . . 115
Five physical changes you can make to your delivery to immediately improve your presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
Two ways to follow up and make sure your presentations turn into instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Ten ways to avoid ‘death by Power Point’ . . . . . . . . . . . . . . . . . . . . . . . . . . . 122
Eight ways to improve attendance at your firm’s seminar programme . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123

Mini-masterclass 3: Writing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Three reasons you must engage in writing . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Seven potential publishing platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131
Three things to remember when you’re writing . . . . . . . . . . . . . . . . . . . . 134
Three ways to conquer writer’s block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

Mini-masterclass 4: PR – Become an industry expert . . . . . . . . . . . . . . . 141
By Sharon Cain, managing director of Quest PR and former
BBC and Sky TV journalist
Harnessing the tools to become a thought leader across PR and social media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141
Tips on maximising value from the PR tools . . . . . . . . . . . . . . . . . . . . . . . . 144
Harnessing the tools to become a thought leader . . . . . . . . . . . . . . . . 149
Achieving the joined-up formula for success . . . . . . . . . . . . . . . . . . . . . . . 152

Mini-masterclass 5: Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Which seven things do you need to research? . . . . . . . . . . . . . . . . . . . . . . 156
What are the 11 best sources of information? . . . . . . . . . . . . . . . . . . . . . . 160
What are the four golden rules for any researcher? . . . . . . . . . . . . . . . 166
The final word: What gets measured gets done . . . . . . . . . . . . . . . . . . . . . . . 169
How to set objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
Measuring yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
Multiple measuring (and motivating) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174