Washington Lawyer - January/February 2025 - 23

FEATURE
of our humanity and into the worst - where we suspect everyone of ulterior
motives and marinate in thoughts of secretiveness, manipulativeness,
and selfishness.
In other words, the legal profession can strip us of our humanity - our
values and our way of relating to people in trusting, whole ways. Fundamentally,
we can't be our best selves at work, and that is both stressful
and happiness-draining. However, I don't think our practices and our
lives need to be this way. It is possible to be a human - and specifically
the unique human that we are - while doing good work, helping people,
and making money. Here are some ways I suggest it's possible.
IN YOUR MARKETING
Lawyers are trained to think of risk as bad. As a result, we struggle to find
and market our uniqueness. Many lawyers devolve into wondering what
their peers are doing and trying to come up with something similar. In so
doing, they become a cookie-cutter version of themselves.
Four years ago, when I was thinking about starting my firm, I read Seth
Godin's marketing book Purple Cow, which preaches the benefits of discovering
and touting your uniqueness - being a purple cow in a field
of black-and-white ones. Ultimately, I launched my firm with the tagline
" smart + kind trial lawyer " because, at heart, that's who I am, and it represents
my philosophy.
To me, the most effective trial lawyers are not gladiators. Litigation need
not be scorched-earth combat, and lawyers should not be just paid mercenaries
on their client's behalf. Righteous anger or indignation is not
where true power lies. Rather, it is in our capacity to lead from a place of
love, not fear. More than just legal knowledge, I offer my clients emotional
intelligence, warmth, connections, and strength of character. In so doing,
I'm always trying to figure out how to speak - in court, in my writing,
with my clients - in a way that resonates with the human I'm trying
to reach on the other side. Because, fundamentally, when clients hire us,
they are hiring someone to tell their story in a persuasive way.
In marketing myself in this way, I'm sure that I lose out on some clients
who think they want nothing but a shark for a lawyer. However, I also
attract and compel clients who resonate with my approach. As marketers
say, " repel the many and compel the few. " This strategy increases satisfaction
because I'm helping people I really like and connect with, and
who identify with my approach to life and the law.
WITH YOUR CLIENTS
Most people don't trust lawyers and are scared to talk with them. Therefore,
I suggest that in your initial consultation, and as you relate to your
clients thereafter, seek to be a human. Dress in a comfortable way that
speaks to who you are. Instead of sitting behind your huge desk across
from clients - which suggests a power dynamic of the lawyer lecturing
them on what to do - talk with clients while sitting across from them
in chairs, with coffee. Or better yet, go for a walk together
or share a meal.
Think about your attitude when interacting with your clients.
Lawyers are often trained to think negatively; our
work involves hunting for the negative to protect our
clients. We are also skeptical - scoring about 40
percent higher than the general public on the
personality trait of skepticism. But with your clients,
don't be lawyerly (negative and skeptical). Be the
best version of the human that you are - I'm
guessing positive and trusting. Inspire them with
a shared vision of how you can help them. Intellectualize
less and empathize more. Lay out a vision
for how you can solve their problem, incorporating
examples of how you've solved other people's problems.
Another
way to bring a more human touch to your interactions
with clients is to charge them a flat fee for your
Many lawyers devolve into wondering what
their peers are doing and become a cookie-cutter
version of themselves.
services rather than bill hourly. Being billed hourly can be
a foreign - and scary - concept to most; people do not
buy anything without knowing its price. Billing by the
hour can undermine your efforts to build a trusting attorney-client
relationship. For instance, clients
may be reluctant to call or email you for fear of
being billed, or they may question your billing,
which creates a separate problem for you to solve,
in addition to their legal problem. It can put clients in a position where
they're constantly evaluating the value of your services rather than partnering
with you to solve their problem.
JANUARY/FEBRUARY 2025 * WASHINGTON LAWYER 23
Washington Lawyer - January/February 2025

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