Because It’s About What’s New
You know what fascinates me?
- Star Wars
- My kid’s sense of wonder
- The fact that more people don’t fall into the Grand Canyon considering how they take photos at the edge
But also…
what we talk about.
Not just in this newsletter—but in life.
Think about it:
We could talk about anything.
Yet we all circle back to the same topics, over and over, with different people.
So why?
(I promise this ends up mattering for you and your law firm.)
Why We Talk About What We Talk About
Short answer?
To seem interesting.
To be liked.
To be remembered.
To make people feel something about us.
Hopefully without getting Chris “Rocked.”
(Yes, technically Will Smith’d—but the pun was too good.)
So what makes someone seem interesting?
- Having the latest details on something
→ hence… the NEWS - Sharing something remarkable
→ “I got Wordle in two guesses.” - Being in on a secret
→ that bar behind the pizza shop bathroom where you knock three times and recite the Independence Day speech - Being “in the know”
→ hello, Facebook experts who appear the second a topic trends - Stupid-but-fascinating trivia
→ Bonobos are called bonobos because of a spelling error on a shipping crate
And of course…
The Subtle (and Not-So-Subtle) Brag
You know the type:
“Just hanging out in the Delta lounge—double secret platinum preferred only.”
Or:
“Went to this invite-only restaurant—SPT. The staff chews the food for you and drops it into your mouth like a baby bird.”
Cool stories.
Also… please stop.
(Yes, I fully acknowledge that the guy driving across the country with his wife and kid is now commenting on other people bragging. If I’m your jerk, I accept it. I just hope I’m doing it as proof of concept: if a goofball like me can do this, so can you.)
Okay… What Does This Have to Do With My Law Firm?!?!
Everything.
Because word of mouth matters.
It’s:
- targeted
- believable
- persuasive
You don’t rave about a new restaurant to someone who never eats out.
You don’t brag about a new car to your bike-only friend.
And bad experiences?
Even more powerful—because no one runs ads trashing themselves.
(Although that would be hilarious.)
Whether you like it or not, people are talking about you and your firm.
The question is:
What are they saying?
Why Word of Mouth Is Still King
Reviews.
Social media comments.
Speaking invitations.
Referrals.
Referrals especially:
- convert better
- come in warm
- arrive pre-sold
Even if your office doesn’t smell like rich mahogany and leather-bound books…
to a referred client?
You’re already a big deal.
Yes, referrals aren’t as scalable as ads, social media, or direct mail.
But they are powerful.
So Where Do You Go From Here?
1. Do GREAT Work
This is table stakes.
Skip this step and you’re Sisyphus—pushing the rock uphill every day just to watch it roll back down.
2. Give Clients Something to Talk About
PI lawyers:
- a big check might do it
Criminal lawyers:
- “I didn’t go to jail” isn’t always dinner-table conversation
(unless you represent Florida Man)
So ask yourself:
Where’s the WOW?
3. Make It Easy to Talk About You
If you want reviews (you should):
- simplify the process
- remove friction
- don’t make clients work
4. Don’t Let the Case Be the End of the Relationship
Top of mind.
Tip of tongue.
Ways to stay connected:
- genuine check-in calls
- newsletters
- client appreciation events
- reminders when new services make sense
Show up after the invoice is paid.
5. Follow the Golden R
Want referrals?
- refer business
- support their work
Want connections?
- introduce helpful people
This is how ecosystems grow.
The Real Goal
One day, your favorite client is talking to your future second-favorite client.
And suddenly…
BAM.
Another great lead.
(Lawyer disclaimer: follow your state ethics rules when thanking referral sources. Also—most people will never refer anyone. It’s just not in their DNA. That’s okay.)
When done right, this isn’t even a win-win.
It’s a win-win-win:
- you win
- the referral source wins
- the client wins
Now Let’s Help Each Other
What’s the best way:
- you stay top of mind with people?
- someone else stayed top of mind with you?
Reply and tell me—I’ll share the best ideas in a future newsletter with shoutouts.
Because the best marketing stories…
are the ones people actually talk about.
Keep Reading
For more on turning good ideas into a business that runs consistently, read Your Firm Is Growing. Your Systems Are Not., or browse the Law Firm Operations newsletter archive.