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How lawyers can win more business – through the power of LIKE part 2/4

How lawyers can win more business – through the power of LIKE

Do YOU think lawyers, doctors and other professionals “selling” their services is unprofessional and undignified?

Here’s how professionals can “sell”, win more clients, and boost their business in an effective yet dignified way.

This is part 2 of 4 on how  lawyers and professional services businesses can increase their LIKE-ability and boost business through daring to break from tradition and harness the power of LIKE.

My original post ended up being very long – so I’ve broken it down into more audience -friendly, bite-sized chunks. If you want to get all the tips in one hit – there is a link at the end of this post.

1. Put images of people LIKE the audience YOU want to attract prominently in your marketing material – including your website.

2. Think of what you have in common with your audience members – how are you LIKE your audience?

3. Dare to share what YOU LIKE – things you are passionate about – especially if your audience is LIKEly to share that passion.

4. More tips on wording, images, and design for your professional website


What have cars and bands got to do with attracting business for professionals? (this will be revealed in part 3/4!)

Eugene & The Egg - trying to look like/sound like  those great British bands Echo & The Bunnymen and The Cure

Young Solicitor of the Supreme Court of Queensland before winning scholarship to study in the US
Young Solicitor of the Supreme Court of Queensland before winning scholarship to study in the US


When I was a  young lawyer I thought it was “undignified” to go looking for business – but these days you can still encourage more business in an effective and yet  professional and dignified way.

You can reach out and attract more business connections AND business through the power of LIKE.

I used to think “selling” was grubby and undignified and I know lots of professionals (not just lawyers) feel the same.  I know it sounds snobby – but I used to think that selling was for people not smart enough to go to university and become professionals.

Clients came to me – I didn’t have to chase them!  

Sure, law IS a profession – but it also a BUSINESS and  in every business you need to “sell” and “market” and connect with potential clients.

I’ve recently been helping professionals (including lawyers) stand out from  their competitors and create extra bonds of connection with their potential clients.

I encourage lawyers (and other professionals) to think of the audience they want to attract and do the following to harness the power of LIKE:

Here is PART 2 of harnessing the power of LIKE

2. Think of what you have in common with your audience members – how are you LIKE them?

Often presentations at conferences and industry events are “really” about increasing your brand awareness and attracting more business.

Even in other presentations – you are often trying to “sell” ideas or encourage change in your audience.

How lawyers can better “sell” ideas and encourage change through adding some LIKEability

I recently helped a very smart lawyer experienced in Wills and Probate connect better with her potential audience. Sure  – she knew the law and the legislation – but her live talks and presentations were dry and without any human connection. THis would be fine is she was speaking with other lawyers – but she saw speaking to non-lawyers. Like a lot of lawyers, she thought that being professionally detached increased her effectiveness and credibility.

She wanted to broaden her presenting skills and she was open to adding more LIKEability to her presentations to non-lawyers.

We added important “connecting” material to her presentations by adding how she was LIKE her audience – what did she have in common with her audience? She spoke about how she was a PARENT, a MOTHER, a SISTER – and also a DAUGHTER of her ageing parents. Now to her her audience, she wasn’t “just a lawyer” – as a parent, mother, sister and daughter she knew the importance of a proper will to take care of family members.

Another lawyer I helped  was visiting rural communities to educate them about the effects of changing laws. We discussed her audience. They were likely to be rural people suspicious of these new laws “from the city” restricting freedoms in rural areas.

We practised her presentation and we went through the same process – adding a sprinkle of how she was LIKE the audience she was trying to persuade. She shared how she was originally from a rural area and how she could understand resistance to the new laws. Then after she made the LIKE connection – she went on to explain how the new  laws would  actually help the rural communities too.

If you are a professional – how are you LIKE your audience? What do you have in common with them? What problems do they have that YOU also have had to face?

Dare to add a dash of LIKE-ability to connect better with your audience, sell them your ideas, and win more business.

Here’s the link to the original post with all the  4 tips in one (rather long) hit!

So who is writing this?

Hi, I’m Tony Biancotti and I can help you win more business, harness your creativity and hook attention with lots of tips from everyday life for  boosting creativity and hooking attention in everyday situations.

I can also help you improve your presentations and business writing.

I can share with you practical and easy-to-apply tips I’ve gathered over many years working as a:

  • TV journalist
  • political speechwriter
  • lawyer
  • blogger
  • musician and performer
  • coach and trainer in persuasionpositive messagespresenting and better e-mail and business writing.

I’m also a very busy dad and husband juggling my work and travel with family life and our two wonderful kids – Orlando and Cleo.

I’m based in Brisbane, Australia – and regularly travel for work throughout Australia and Asia-Pacific.

You can contact me on    or on Linked In or Facebook. Tony is of course short for Anthony .

One comment on “How lawyers can win more business – through the power of LIKE part 2/4

  1. efangelist
    January 21, 2016

    Reblogged this on Likeable Lawyer.

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