“Let’s be honest — handing out business cards at your kid’s Little League game isn’t a marketing strategy. People won’t refer you just because they know you. They refer you because they value you.
To stand out, attorneys need to be known for contributing something meaningful. That could be sharing helpful insights, making smart introductions, supporting local causes, or simply showing up consistently as a trusted resource.
There’s a concept from the book Giftology that says it best: you want to become a “giverpreneur.” That means giving in a way that’s memorable, authentic, and relationship-driven — not transactional.
Whether you’re gifting a book that helped you, forwarding an article that’s relevant to someone’s business, or simply taking the time to check in, it all adds up. It activates a sense of reciprocity and deepens trust.
Legal marketers: this is the mindset shift many firms need. BD isn’t just about pushing services — it’s about earning mindshare through generosity and relevance.
So ask yourself: What are you giving to your network today that reminds them why you’re worth referring?”
– Hugo E. Gomez, Founder (Abogados NOW)