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ICYMI
The lawyers doing their best work right now aren't necessarily the most experienced ones in the room. They're the most intentional. They've thought harder about how they show up online, what kind of practice they're building and who they're building it for. This month's Q&As are worth a few minutes if any of that sounds familiar.
- Bianca Prieto, Editor
Your LinkedIn posts aren't failing because of the algorithm
Tony Albrecht, attorney and founder, CONTENDER
Albrecht left practice and built a following of more than 23,000 on LinkedIn by doing one thing differently: telling stories instead of sharing information. His case is blunt. Potential clients don't care about your subject matter area until they have the problem, so posts full of facts reach no one. What the algorithm rewards, and more importantly, what people actually read, is a specific point of view told through a story only you could write. The opportunities that follow aren't just client inquiries. They're referrals, lateral hires and speaking invitations.
This firm's biggest traffic driver isn't ads. It's a teacher contest.
Michael D. Ponce, chief executive officer, Ponce Law
Every spring for eight years, Ponce Law has given away thousands of dollars to Tennessee teachers, no strings attached. The contest drives more website visits than any other month, grows their email list and generates referrals. But Ponce is clear that's not why they do it. The real return is goodwill that traditional advertising can't manufacture. A small firm has a community advantage, a large one doesn't. This is what leaning into it looks like.
QUICK HITS:
An IP attorney who came to law through accounting is now pursuing a master's in Industrial Design to add design patents to her practice. She explains why going deep in a niche means going wider on credentials. → "What Building a True Niche Practice Actually Looks Like"
Rural prosecutors handle homicides and DUIs on the same docket with no backup. A lawyer who lived it says that breadth is a feature, not a flaw. → "Rural Practice Is a Better Training Ground Than Big Firms"
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