I was struck reading a piece by veteran marketing consultant and previous major law firm CMO, Deborah Farone identifying the traits of a successful law firm rainmaker.
The traits Farone identified for rainmakers closely align with the traits of a successful legal blogger. This makes sense, as blogging is not just about content, search rankings, or traffic. It’s about building a book of business through meaningful networking and relationship-building.
1. Competence
Rainmakers: Expertise is non-negotiable. They constantly learn and stay at the forefront of their field to earn trust and credibility.
Bloggers: Blogging is a platform for showcasing thoughtleadership, staying updated on trends, and proving expertise. Sharing actionable insights demonstrates competence, building trust with readers.
2. Authenticity
Rainmakers: They embrace their own style, whether socializing or focusing on the work itself, and connect with people in a way that feels natural.
Bloggers: Authenticity is key to a successful blog. Whether the tone is conversational, technical, or storytelling-driven, professionals who write in their genuine voice resonate more with their audience.
3. Relationship Builders
Rainmakers: They nurture both internal (firm-based) and external networks to create lasting professional connections.
Bloggers: Blogging fosters relationships by engaging readers, starting conversations, referencing influencers and their writing and collaborating with other professionals. Blogging, as much as reputation building, is about building relationships with clients, prospective clients, referral sources, influencers, the media and peers.
4. Trusted Advisors
Rainmakers: They earn trust through competence, empathy, and honesty, becoming go-to advisors for their clients.
Bloggers: Bloggers become trusted advisors by addressing readers’ real concerns, offering insights, and providing solutions. Transparency and thoughtful engagement reinforce this trust.
5. Generosity
Rainmakers: They go the extra mile, offering unexpected value (like advice or help outside a formal engagement). There gestures of generosity and care set rainmakers apart, building loyalty and goodwill.
Bloggers: Good bloggers, many having written hundreds or even a thousand posts, are generous with their knowledge, providing detailed explanations, a free resource, and serve as a trusted friend without expecting immediate returns.
6. Long-Term Perspective
Rainmakers: They invest in relationships over decades, understanding that trust and loyalty take time to build.
Bloggers: Blogging is not about quick wins. Professionals who succeed know it’s a marathon, not a sprint. Regular, high-quality posts over time build a strong reputation, lasting connections and a strong book of business.
Rainmaking and blogging are about creating value, building trust, and fostering relationships.
Blogging and the success lawyers have found with it serves as a modern tool for rainmaking, allowing professionals to showcase expertise, build authentic connections, and deliver long-term value to their audience.
A tip of the hat to Deborah Farone for her leadership in legal marketing and business development. Her insights on what makes a great rainmaker here got me thinking about how those same traits apply to legal bloggers.
I’’ve learned a lot from her over the years – as have LexBlog network bloggers..