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Successful lawyers, regardless of what they lack—money, looks, or social connections—always radiate energy and confidence. Even the most skeptical clients find themselves enamored with these charming personalities. Those lawyers are the ones clients keep returning to for help, advice, and comfort.

So, it is worthwhile to ask these questions:

“What do they have that I don’t?”

“What makes those lawyers irresistible?”

Assumption #1:
Once I land a new client, I don’t need to continue my marketing efforts. All I have to do is produce good legal work and be responsive, and the client will love me and keep coming back.

Assumption #2:
Now that I’ve succeeded in landing this client, I have to continue my marketing because it takes more than being a good lawyer to keep her….