From Skeptic to Believer: How REAL Marketing Changed My Legal Career

As a lawyer, I used to scoff at "personal branding." It seemed like a popularity contest, far removed from the real work of law. But my journey from skeptic to believer wasn't an easy one. Let me take you through it.

In 2015, I decided to break free from the predictable career path. With about 60k in my bank account after 6 1/2 years of practice in Miami, I packed my bags for NYC to start my own firm. I was 30, full of ambition, and... completely unprepared.

Reality hit hard. Suddenly, I was a business owner with zero business skills and no law firm brand to fall back on. Generating clients while delivering work and doing it profitably? It was harder than passing the bar.

Networking felt awkward. Marketing was a foreign language. Imposter syndrome hit hard. And of course, there were no clients. My bank account was taking a hit, and I found myself more worried about bills than billable hours.

But then, I got serious. I realized I needed to learn the business of law (marketing, business development, client development, pricing, and service delivery). I dove into it all. I studied storytelling, copywriting, and client support. I changed my mindset.

That's when I stumbled upon an epiphany that changed everything: the power of nurturing my network, not just my clients. Out of necessity, I started connecting with entrepreneurs in legal tech, offering my unique perspective on areas where technology could integrate with law.

I took on the role of an analyst, giving away insights for free. I shifted my focus from solely seeking clients to adding value to my network. And I did it all on this incredible platform called LinkedIn.

This pivot in how I approached client development opened doors I never imagined. Today, as a legal tech executive, I see the painful gaps in legal education. We talk a lot about the practice of law, a little more about technology, but not enough about the business of law.

In today's economy, these business skills don't just give you career control – they're creating new opportunities within law firms. There's a trending job that few are seizing: the "lawyer operator." These roles bridge the gap between Business Development and Marketing teams and the lawyers they support. It's perfect for those who want to stay within firms but step away from traditional practice.

But here's the kicker: this way of communicating – through content creation and network nurturing – isn't just about career opportunities. It's what clients want and need in today's fast-paced, information-driven world.

Clients are turning to social platforms for real-time, contextualized insights as the world evolves. They want to do business with people who create content, especially on LinkedIn. Why? Because it allows them to:

1. Get to know you quickly
2. Understand your thinking process
3. See your creative side
4. Grasp your perspective
5. Most importantly, understand how you can help them

For lawyers, content creation is an incredible lever to show clients and prospects who we are and how we can help them. It's not about self-promotion – it's about systematically delivering legal insights in a way that resonates with our audience.

So, here's my advice: start with curation, not creation. Link together content and help people find the signal in the noise. You don't need to be a thought leader – you just need to start.

In the end, embracing the business of law and personal branding isn't just about advancing your career. It's about adapting to the changing landscape of our profession and meeting our clients where they are. And who knows? Like me, you might just find it opens doors you never knew existed.

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?? My name is Ben Chirboga, I'm a lawyer turned business executive on a mission to help lawyers ?? the business of law.

? Follow me on LinkedIn to learn business strategies that give you more control over your practice and career.

?? Listen to my podcast #ThisLegalLife to hear compelling, personal stories about the legal industry and the people behind it.

?? Learn more about how Nexl is uniting lawyers, marketing, and business development to help their law firms grow.