The Most Inefficient Way to Find Clients (And What Actually Works Instead)
Okay, so funny story time—a few weeks ago, I had lunch with someone I met at a BNI event—one of those networking things. At the end of lunch, she hugged me and said, "I'm so excited to refer clients to you!"
And I straight up laughed!
I said, "Oh my gosh, please don't worry about referring clients! I'm just really happy to make friends!" Because honestly, friends are way more valuable than networking contacts. She seemed pretty surprised, but that's genuinely how I feel!
Stop Using Networking Events to Find Clients
Someone once described networking events as "rooms full of vampires trying to suck money out of each other," and I cannot unsee it. 🙃
That's why it drives me bananas when other lawyers tell me, "Just network and get referrals!"
I hate going to networking events, and trying to find clients.
It’s not my vibe at all; I'm so awkward if I try to be all salesy (believe me, I’ve tried 🤢).
And it's honestly super inefficient? Think about it - between getting ready, driving there, the actual event, driving back... that's hours for maybe one lead.
Instead, networking events are amazing opportunities to build genuine friendships and connect with potential mentors. Thinking about these events like this takes the pressure off, letting me focus on what really matters—building real relationships that last way longer than any client engagement.
I’m much more interested in going to networking events when I approach them this way! Give me all the seminars, learning opportunities, dressing up (hello, excuse to wear my nice blazers!), and meeting new colleagues. But the minute I feel pressure to walk out with a "lead"? Ugh.
Digital Marketing > Networking: Scale Your Impact Without the Small Talk
So here's my two-step approach to marketing any business:
Choose an online strategy that puts you in front of hundreds (maybe thousands!) of potential clients at once. Think blog posts, social media content, or podcast guesting.
Pick a strategy that you like doing. Maybe you're great on camera or love having conversations - then video content or podcasting might be your thing!
You know what I do instead to find clients? Go all in on my digital presence! One blog post about 3 steps to trademark registration takes me 1-2 hours and can reach hundreds (maybe thousands!) of people. I love building my brand through thought leadership and this feels like a way better use of time, right?
Not sure what all your options are for smart marketing or what would work best for you? Check out this super helpful resource from brilliant online marketer Paige Brunton which breaks down different marketing strategies. She's created this amazing guide that helps you figure out exactly which approach fits your style and goals! Plus, there's a super helpful freebie to help you pick your strategy!
My 2025 game plan involves picking one marketing strategy per quarter and actually sticking to it. I'm focusing on scalable strategies like consistent blog posts and podcast guesting because I like doing these things, and each post or podcast can reach hundreds of people.
What about you? How are you planning to grow your business in 2025? Drop a comment and let me know!
By the way this blog post is actually a form of attorney advertising. While I'm here to share some helpful info, please remember it's not personalized legal advice. For anything specific to your situation, schedule a free consult call here. And, reading this blog post doesn't mean we've got an attorney-client relationship going. To team up officially, we'd need to sign a written agreement. Hope that's clear, and feel free to reach out with any questions!
