Lots of lawyers say they don’t like to talk about themselves, which is why they struggle in online marketing. Which is odd, because it you look at literally any lawyer’s website bio, it’s a litany of all the things that make them amazing, including all the degrees they have.
But, I think the root of the issue relates back to the consistent and visible posts that a firm would make on the web, including via social media. The torrent of that information, for most attorneys, makes them feel a little uncomfortable, about being spotlighting as this brilliant individual, over and over again.
So, let me introduce you to the humblebrag. A humblebrag is essentially a modernized way of talking about false modesty. Let’s be honest, you’re a good lawyer; you know it. You’re sitting there, kicking ass on the daily. And, you just need to let the public know about it.
The humblebrag is an art form; and, it’s a great way to market yourself, without it seeming like you’re doing so.
Another tactic you can use to split up the self-reflecting marketing is threading in advice and information from other (non-competitive) experts in your space, so you don’t feel like a salesperson or a spammer constantly. A 50-50 ratio between publishing your content, and others’ content tends to work pretty well. (By the way, this is another version of the humblebrag: I’m smart enough to select interesting content from other experts.)
If you’re not marketing yourself or your law firm, because it feels like you’re crowing too much, maybe you and your marketing team just need to master the humblebrag.