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Branding and Business Development Advice for Lawyers ______________________________________________________________ Marketing Pros ' Top 10 tips for getting started on your new brand .
MEGAN T . HODGKISS , JD , PhD Hodgkiss Consulting LLC megan @ hodgkissconsulting . com
EJ STERN , MA , CPC Novateur Partners ejstern @ novateurpartners . com
Where do I start ?” “ How do I find the time ?” “ What should I focus on ?” Those were the top questions at the recent Atlanta Bar presentation Leveraging Your Brand to Grow Your Business . The event , co-hosted by the ACYL , Dispute Resolution , and Women in the Profession Sections took place on May 4 , 2022 at Nelson Mullins . Dispute Resolution Section Chair Doug Witten ( Bay Mediation & Arbitration Services ) moderated the program . Speakers EJ Stern ( Novateur Partners ) and Megan T . Hodgkiss ( Hodgkiss Consulting LLC ) shared their expertise on business development , branding , and content marketing for attorneys . They discussed tools for defining your brand , tips for growing your network , techniques for cultivating your digital presence , and strategies to convert your contacts into clients .
Here are some of the key pieces of advice : 1 . Why is a professional brand important ? In a saturated market , your brand helps
14 June / July 2022 differentiate you from your competitors . It is also an effective tool to tell your story in an approachable and engaging manner .
2 . What should I say in my elevator pitch ?
As you start putting together your elevator pitch , consider this simple question : What problem are you solving and for whom ? Keep your response succinct and aim to create curiosity .
A good way to think about your elevator pitch is to consider it as your opening statement . It is simply a starting point that should lead to additional inquiries .
3 . What types of organizations should I get involved with ?
The State Bar of Georgia and Atlanta Bar Association websites offer a number of networking groups and opportunities to get involved . In addition , consider organizations and activities that speak to your personal interests . Perhaps you are an avid tennis player , enjoy whiskey , or foster pets . By getting involved in a passion project , you are likely to meet others who share your interests . Finding common ground is the foundation for creating a strong personal or professional relationship .
4 . I want to grow my professional network online , but I am not sure where to start .
Social media is an excellent resource . On Facebook , you can search for groups specific to your practice area , region , or experience level . On LinkedIn , there are countless legal groups and networks available , and most of them are free to join . If you are stuck for ideas , visit a colleague ’ s profile or account and see which groups they are a part of . Be sure to cast a wide net as you look to grow your online network . Consider former colleagues , classmates , and friends . Connect with them and be sure to actively engage with them on and offline . Afterall , you never know where they will end up in the next five to 10 years .