In this week’s episode of The Law Practice Doctor, Sam Gaylord interviews Jaimie B. Field, Esq., who has been involved in the legal industry since the age of twelve. Jaimie became an attorney as a result of having a behind the scenes preview of law. After graduating law school, Jaimie landed a job as an in-house associate for a startup entertainment company owned by the Jackson family. She opened Marketing Field in 2002 when she recognized the business opportunity to help law firms grow by using ethical solutions for getting new clients and marketing their firms. Marketing Field shifted its focus to include marketing, training, and coaching. During the show, Sam and Jaimie discuss the three steps of rainmaking, networking, common problems, and ethics and rules.
Main Questions Asked:
- How did you get to be The Rainmaker?
- What is involved in group coaching, and what are you trying to coach?
- Is there a resistance to people coming to you but not wanting to sell themselves?
- What is enlightened rainmaking?
- What prompted you to want to stay working with attorneys with regards to rainmaking?
- Give us a description of holistic marketing.
- What are the common tips for attorneys to improve?
- Is the first step creating a USP?
Key Lessons Learned:
- The Rainmaker is a rainmaking training and coaching company that provides continuing legal education credits in New Jersey and New York for ethics CLEs in conjunction with rainmaking tactics and techniques.
- Jaimie offers workshops and one-on-one coaching, group coaching, and group public coaching.
Networking For Lawyers
- You don’t have to go to a networking event to network as networking is done one-on-one.
- Marketing, networking, and rainmaking is about getting out of your chair and getting out and being proactive.
- There are plenty of things every attorney can do that will fit in to your individual personality.
- There are 1.281M attorneys in the USA that are practicing law. Being a good lawyer is no longer enough.
- The USA has two thirds of the world’s attorneys. You have to be able to differentiate yourself as a lawyer in order to get business
- You can’t have a practice if you don’t have clients. You can’t have clients if you don’t meet people.
- For high-level law, people need lawyers not a computer screen.
The Three Steps of Rainmaking
1) Creating visibility (marketing).
2) Creating relationships (networking).
3) Creating trust (turns into business) this is the rainmaking part.
- People have to know, like, and trust you.
Enlightened Rainmaking & Holistic Marketing
- Enlightened is not in the self-help sense but rather to mean showing a rational and well-informed outlook.
- Jaimie works with each attorney to teach how to grow his or her own book of business.
- Holistic marketing talks about the firm and how to brand and market the firm.
- The ‘whole’ comes into play by looking at all the systems in place including training the staff in client services.
- Virtual receptionists aren’t expensive with regards to the return they can bring solo businesses.
Common Problems With Lawyers & Rainmaking
- The biggest problem with attorneys in marketing is the ‘follow the leader’ syndrome.
- Attorneys are used to mitigating risk, which is an inherent need to not be entrepreneurial.
- ‘Excusitis’ is the biggest problem with regards to rainmaking at law firms.
- People often follow ‘weapons of mass distraction’ and get lost in trying to do everything instead of doing one thing on a consistent and constant basis.
- Law is a business that is done with people despite the wanting for commodification.
Ethics & Rules
- There are ethical considerations of online and offline marketing.
- Read the rules of professional conduct, then look at your firm’s advertising.
- Rule 7.0-7.5 are the advertising rules that most states have.
- A lot of other rules come into play including confidentiality, conflict of interest, trial publicity, and referral fees.
- Most ethics complaints on advertising don’t come from clients but rather from other attorneys.
- Stop trying to be all things to all people and start to find a niche so you can coherently market your services.
- Just saying “I’m an attorney” in marketing doesn’t mean much. It doesn’t say what you do, and people will jump to their own conclusions.
- You need to figure out how to answer the question, “How can I solve your problem?”
- Develop a list of what your ideal client looks like.
- Giving referrals to other attorneys is one of the greatest things you can do as those attorneys will find a way to pay you back.
- The more you give without expecting anything in return, the more you’ll get back.
Thank you for listening! If you enjoyed this podcast, please subscribe and leave a 5 star rating and review in iTunes!
Links to Resources Mentioned
Click To Tweet