Over the weekend, a talented young lawyer friend of mine called in frustration after losing a potential client to another attorney.

She needed to vent. She’s good at what he does, but the potential client chose another lawyer over her.

After chatting for a while, our conversation shifted to what she should do next.

I reminded her that being good at your job isn’t enough for success in this profession.

You have to build a reputation and brand of being unique, honest, and someone who always gets the job done. And yes, this takes years of time and effort to accomplish.

From day one, lawyers should consider being good at their job the baseline. You must assume that’s where everyone is when it comes to ability. Whether true or not, most consumers think this is the case.

To take things to the next level, you need to focus on an area of law that’s interesting to you. Something you’re passionate about.

I say this because the law can be grueling—unless you enjoy what you’re doing.

While learning all you can about this specific area, also take time to meet the movers and shakers in this sector. Read their books and blogs. Attend their conferences. Network and become part of their businesses and communities.

Do this every single week.

Add value and, at least for the first year or two, never ask for anything.

Just give, give, and give some more.

Eventually the clients and business will come.

Of course you need to do what you do to bring in everyday business. But adding this new approach to your daily and weekly efforts will, over the course of several years, change your practice and life.

During this journey, be enthusiastic and positive. Be upfront and transparent. Always tell clients what they need to know, whether they want to hear it or not.

Being good is important, but doing these other things will make you great in the minds of others, and separate you from everyone else in town.

My friend, who had only been practicing for a few years, lost the potential client to another friend of mine who’s been doing all of the above for several decades. The lawyer who ended up with the client wasn’t just good, he was great.

The young lawyer will get there. All it’s going to take is a few minor adjustments and a several additional years of time. 

If you're a young lawyer who's just getting started, I hope this helps.

Mitch Jackson, Esq.