"Do good work and you'll get more work." True for 20+ years. Now, there's less work for traditional law firms, so even great lawyers have to come up with ways to be relevant, which means being associated with business issues that prospects are talking about and dealing with.

This is a common vestige of the 20-year bull market for legal service when it was enough simply to be a skilled lawyer. "Do good work and you'll get more work." Now, though, there's less work for traditional law firms, so even great lawyers have to come up with ways to be noticeable and memorable. The way to do that is to be relevant to your clients' world, which means being associated with the business issues that they're talking about and dealing with.

The good news is it's not very complicated. Our interactive simulation, "Door Opener": Associating Yourself with Issues That Drive Demand, teaches you how to be relevant by ceasing to identify yourself by legal service labels ("litigator," etc.) in favor of speaking prospects' language about topics that matter to them, so that you'll come to mind when they discuss the problem you've attached yourself to.

First, though, you should watch the free video "Why You Need to Market & Sell Differently: Buyers' Comments." In it, you'll hear from legal service purchasers why they hate legal-service pitches, and why they favor what you'll learn in RainmakerVT.

All RainmakerVT courses are available by request through your firm's Marketing- or Business Development department.

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