Let’s be honest, building a successful business (especially one where the stakes are as high as law!) can feel like trekking through waist-deep mud.
Clients are hard to find, every competitor seems to scream louder, and sometimes the whole thing just makes you want to crawl under your desk and take a nap. Trust me, I’ve been there.
But what if I told you there’s an easier way? A path where people seek you out, where trust is already established, and heck, maybe you even have a bit of fun along the way? The secret sauce is this: becoming a known expert in your field.
Wait, Isn’t That Just Ego-Boosting Fluff?
Let’s get one thing straight: this isn’t about bragging rights or becoming an industry celebrity (though hey, if that happens, I won’t complain). Being an expert, truly deserving of the title, is about having deep knowledge and the willingness to share it freely with the people who need it most.
Here’s why it’s the key to unlocking “business easy mode”:
- You Become the Obvious Choice: Think about it – when you need a plumber to fix a burst pipe at 2 AM, do you a) Google, scroll endlessly, and agonize over Yelp reviews, or b) remember that one plumber whose advice videos you saw, who was funny, and seemed to actually know their stuff? Expertise builds the shortcut to decision-making.
- Trust = Closed Deals: People buy from those they know, like, and trust. Every helpful article you write, every time you answer a question thoughtfully on a forum – it’s building a virtual handshake long before they ever book a consult. You’re not just some random lawyer; you’re the lawyer that gets it.
- Premium Pricing Power: Ever seen those “gurus” charging eye-watering rates? It’s not just hype (well, for some). When you’re the known expert, clients understand the value you bring. They’re willing to pay for the results they expect because you’ve already built a reputation for delivering them.
Why Personal Brand Matters (Even for the Introverts Among Us)
Now, “personal brand” might sound like a cringey influencer word, and for many lawyers, the idea of self-promotion feels icky. But here’s the deal: your brand isn’t just a logo or a tagline. It’s the way you communicate, the problems you solve, and the way you make people feel.
We’re humans doing business with humans. Even in the most serious of professions, people want to connect with someone they understand and who understands them. That’s where your personality, your story, and your unique perspective become your advantage.
The Millennial Paradox
Here’s a bit of irony for ya: Millennials will argue tooth and nail with their best friend over the tastiest burrito joint in town, but will happily book a surgeon based on some 15-year-old TikToker’s review.
Why? Because that kid has built a following. They’re seen as “in the know,” even if their credentials are non-existent.
Imagine harnessing that kind of influence, but with real expertise backing it up. That’s the power of being a known expert.
But Casey, I Don’t Have Time for All That!
I hear you. Here’s the thing: building your expert status is an investment, not an overnight miracle. But every bit of effort compounds over time. Here’s how to work smarter, not harder:
- Repurpose the Heck Out of Content: One in-depth blog post can be ten social media posts, an email newsletter, and a podcast episode. Squeeze every bit of value out of your knowledge.
- Focus on Your Niche: Trying to be an expert in everything means you’re an expert in nothing. Pick your lane, then dominate it.
- Collaborate, Don’t Compete: Partner with other experts, write guest posts, show up on podcasts… rising tides lift all boats.
- Consistency is Key: Don’t disappear for months, then try to cram it all in. Show up regularly, even if it’s just a small bit of valuable content.
Building your brand as an expert isn’t optional anymore; it’s the way to stand out, attract the right kind of clients, and finally make this whole “running a business” thing way more enjoyable.
So, what are you waiting for?
If you need help going from zero to hero, reach out to me and let’s schedule a strategy planning session.
Casey Meraz is the founder of Juris Digital, Casey Meraz Consulting, Local SEO Experts and the author of How To Perform The Ultimate Local SEO Audit. He has written two books on SEO and has spoken at many digital marketing conferences. Casey is widely recognized as a Local SEO Expert.