legal marketing – brilliantlegalmind.com

Founder’s Note: I have written here before about how much networking on LinkedIn and creativity have done for me. Even so, I know it’s hard to do at the beginning because you are trying to learn something new and engagement may seem slow. I recently came across Lin Walker on LinkedIn and found her comments to be thoughtful and well crafted. We chatted and I was inspired by her willingness to jump in and get started with content creation to promote herself and her firm. I think you will be inspired by her too, so read on and consider following her for more great content on LinkedIn.

Q. Lin, you are getting started on LinkedIn and with content creation. Tell me why you decided to take that leap to support your firm and practice?

I decided to start marketing on LinkedIn for a number of reasons that centered on accessibility issues for foreign nationals and for female and minority attorneys, like me.

U.S. immigration law is unnecessarily complex, involving at least five different governmental agencies, with policies and procedures guided by statutes, regulations, internal memoranda, administrative case law and executive orders. So much of what is written by attorneys is for other attorneys – the language and terminology is often complicated and relies on terms of art that someone without legal training would struggle to understand and apply, let alone someone whose first language is not English.

I wanted to provide a service for foreign nationals and non-attorneys to make immigration law more accessible, but also for people who are new to the practice, whether they are paralegals, attorneys or human resources managers. My goal is always accessibility–no matter a person’s background or training, I want to make U.S. immigration policies and procedures understandable to remove some of the fear and anxiety in dealing with the various governmental agencies.

I also felt like there was an absence of voices from people like me. I am a first-generation immigrant and first-generation attorney. Most legal publications do not make it easy for someone like me publish an article–they want a pedigree and lived experiences that I do not possess. In addition, in the past, when I was asked to write articles, they were published under the partner’s name (usually male) and I was lucky if I received a byline or footnote with my name. With LinkedIn, I have an equal opportunity to express my opinions and experiences in a way that is authentic to me–where I get credit for my own hard work. LinkedIn = freedom for me.

Q. Isn’t this somewhat scary for you? How are you dealing with that?

Initially it was terrifying – I was never given an opportunity to use my own voice before, so I was out of practice. I worried about posting something that was viewed as awful or unhelpful.

I can’t say I’m over this 100%, but I was able to quiet that fear and make the practice more tenable by focusing on my goal to make immigration law accessible and by sticking to what I knew best (immigration law) and the issues that I was passionate about. If I read an article and it caused a reaction, I knew I had to write about it. Instead of venting to my husband about how terrible an immigration policy, procedure or decision was, I wrote about it.

I have also found a measure of peace in the process by following other attorneys and seeing how they made topics accessible and inspired engagement on LinkedIn. A trusted friend recently offered me great advice: even when a post is authentic and right for you, there is a still a level of discomfort and vulnerability. Part of the process is becoming comfortable with this level of vulnerability.

Q. Is any part of content creation fun for you? What have you liked?

I absolutely love collaborating with other people–attorneys or not–to create accessible content. One project that I love is critiquing the way popular culture (movies and television) portrays the U.S. immigration system and providing guidance on what is real and what is dramatized for entertainment purposes. There is so much misunderstanding of how the immigration system works and so many stereotypes about immigrants – by critiquing these portrayals, it is my hope to educate the general public about the realities of the U.S. immigration system and immigrants.

I have been fortunate enough to work with a Social Media Content Producer who shares my goal of providing educational and accessible content. It was actually his idea to critique how films portray U.S. immigration and immigrants. With his guidance, I was able to combine my love of researching, writing and educating into creating content for LinkedIn.

I’ve also been lucky enough to work with a Digital Marketing expert who introduced me to several attorneys who are doing amazing things on LinkedIn, which is how I was introduced to you.

Q. Part of content creation, especially in the early phases, is feeling like you are screaming into a void. Do you have a dream or goal that is helping you keep moving forward?

Initially creating content was really a struggle because I thought, “why post that – everyone knows that!” But in reality, the opposite is true – my lived experiences have given me a different perspective and goal – to make U.S. immigration law accessible to anyone who needs it. Being able to offer guidance, as a first-generation immigrant, and first-generation immigration attorney, outweighs most of the fear that I have about my content.

Q. What resources would you offer to other lawyers who are trying content creation for marketing or networking purposes?

If you are struggling to create content – that’s normal, we’ve all been there. Try starting by addressing questions that clients ask you all the time. It doesn’t matter if other attorneys know the answer – you’re not writing for them. You’re writing for your current or future client(s).

If someone criticizes your content without providing actionable feedback – ignore them. If the feedback isn’t geared towards improving your content, then serves only one purpose–to muzzle you. Your LinkedIn profile is your party – you decide who to let in and how wild it gets.

If you can’t get support within your firm or practice area, collaborate with people outside your firm or practice area. There are so many areas of law that overlap and so many industries impacted by your particular area of practice. And, there are so many amazing people on LinkedIn who can mentor and support you.

Lin Walker is an attorney whose practice has focused on all aspects of employment- and family-based immigration law. As an experienced attorney, Lin has represented diverse corporate and individual clients, focusing on outstanding researchers, individuals of extraordinary ability in the arts, sciences and business, and individuals whose work is in the national interest of the United States. Prior to joining Meyner and Landis, Lin worked at several immigration law firms, where she handled various employment- and family-based immigration cases, including O-1, O-2, H-1B, L-1, TN, EB-1 (Extraordinary Ability, Outstanding Researcher/Professor and Multinational Manager), and National Interest Waiver petitions, as well as adjustment of status applications, naturalization applications, and PERM Labor Certifications. In addition, Lin served as a high school science teacher in New York City for six years, working with at-risk teenagers and young adults, where she received a prestigious Math for America Master Teacher Fellowship in 2015.

Want to learn more about mindfulness and compassion? Check out my new book, How to Be a Badass Lawyer, which is available now.

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This month, I decided to write on the theme of “humanity in the legal profession.” When I settled on this theme, it seemed at first like an easy concept to impart. But, as I sometimes realize when I sit down to write a brief, the writing process quickly reveals the gaps in my understanding. There are lots of things I love about writing but this aspect, humbling as it can be sometimes, is one of my favorites. It forces you to drill down on small things you might have otherwise overlooked.

In this case, the small thing I had overlooked was what does “humanity in the legal profession” really mean? Sure, I’d used the term “human lawyer” many times. I had considered to myself, if not said aloud, that I strived to show what it means to be a human lawyer. Still, I’d never thought about defining the term. When you write about a subject (especially as a lawyer) that’s usually a good starting point.

In this case, though, a dictionary definition was not helpful because I wasn’t trying to understand what the word “humanity” meant. Instead, I was trying to understand what it meant to demonstrate one’s humanity as a lawyer. To be sure, I had witnessed this in several ways in my own life. My family is filled with lawyers and so I was blessed to see regular examples of heartfelt care and concern expressed through legal guidance growing up. As a practicing attorney myself, I’ve benefitted from humanity from my colleagues and opposing counsel. And, on my better days at least, I have employed it too.

But still, the idea of humanity in law implies that it can’t be limited to just one lawyer’s lived experience. Fortunately for me, I happen to have a pretty robust LinkedIn network. So, I asked my lawyer friends there to tell me what being a human lawyer meant to them. Here are some of their answers.

Several respondents told me that humanity as lawyers had to do with how we show up in the world:

I think we are all human lawyers at heart. But we learn to muzzle our humanity to show up as who we think our clients want to see. Ironically, I think this is the exact opposite of what most clients crave. They want real, raw, empathy, humor, relationship. More transparency is the answer.

Still, it’s hard to swim upstream against the prevailing norms. I often encounter attorneys who are very reticent to share anything personal in their bio or express their personality in their content. This is a missed opportunity to stand out from the crowd. For the most part, clients choose you because of who you are and what you stand for. Not who you clerked for, your class rank, or the last case you won.
Marie Sotelo, B2B Content Marketing Consultant in Law/Compliance/Risk Management

I actually say this just about every day! Human-first lawyering is a huge part of in-house practice. Lawyers (just like other humans) like jokes, and play fantasy football, and have interests outside of work and listen to punk rock. We’re just humans who went to law school and we learned some things there that can help you.
Stephanie Solera, Deputy GC at Numerator

Still other lawyers told me that humanity in our profession means honoring our own emotions and the emotions of our clients:

Empathy. Empathy for your clients, coworkers, and opposing counsel.
Emmy Klint, General Counsel and Risk Mitigation Manager

I am a human lawyer because I can speak of practical solutions not just legal ones and advise people to take pathways that are less disruptive to their mental health if they can still meet their basic goals.
Lynda Hinkle, Esq., Attorney, Law Firm Owner (Family, Estates, Guardianships), Family and Estate Mediator, and Real Estate Agent

Some lawyers even suggested that our humanity is essential for counseling clients, even when that means admitting to the limitations of the law:

As lawyers, our role involves “counseling” sometimes more than providing legal advice. Talking your client down from the ledge or from pursuing a vendetta or burning bridges or to encouraging the client to cut all ties and have a “divorce” from the opposing party. I handle probate, trust, and fiduciary litigation, which involves blended family situations or sibling discord. I remind people that sometimes, to be there for yourself, you have to “divorce” or disengage from that toxic or opposing party family member and maybe someday you might be able to see each other at Christmas but not this year. I believe in acknowledging our feelings and then, asking what can you do to feel that again or not feel that again. Acknowledge the client is stressed but also encourage them to concentrate on the next step, not the end result.
Andrea Barr, Managing Attorney, Fiduciary Litigation

I think what can set you apart as “human” with clients is to be humble and admit when “the” answer isn’t clear or straightforward. I work in a science heavy area of law, with cases that are often full of unanswered questions of law. It’s hard sometimes for clients to understand that, but I have had many tell me they appreciate my honest and forthright answers… often after having talked to or worked with other attorneys prior. Sometimes a humble attitude is surprising to clients but it’s also earned loyalty and referrals.
Melissa A. H. , Environmental & Construction Attorney

Now, if like me, you have struggled with your humanity at times, don’t worry. A few of the respondents shared that you can remember or relearn your humanity even if, litigation for example, causes you to lose track of it for a while:

I bring humanity compassion and kindness to all my matters. I used to be a litigator and was becoming a jerk I switched to transactional work 17 years ago doing estate planning and business law. I now enjoy helping people set things up for the present and the future. I also perform about 240 hours of pro bono work every year. If there is anything that can be said for wisdom instilled by the elderly, it is treat people how you want to be treated and create memories because they are all you take with you and no one gets out alive.
Rev. Dr. Marc Paquette, Senior Corporate Counsel/General Counsel

I learned to be a human lawyer after experiencing the personal tragedy of one of my clients. I finally saw the true terrible price of a legal malpractice claim and realized that to help my clients (and myself) I needed a more holistic approach. I took a step back from just defending legal mal lawsuits and now attempt to address lawyers’ problems before disaster strikes.

Jeff Cunningham, Esq. Outside General Counsel for Law Firms Partner at Goldberg Segalla

So, there we have it. Humanity in the legal profession is about showing up as ourselves. It’s about honoring our emotions and those of others. It shines through brightest, perhaps, when we counsel with practical as well as legal advice. And it can even serve as our north star to get ourselves back to goodness if we lose our way in the difficulties of law practice.

Maybe there’s no unifying definition of what it means to demonstrate humanity in the legal profession, but it’s good that there are many examples of it. If you want more, check out The Human Lawyer Podcast. I was a guest on this podcast a few years ago and it curates the stories of some fantastic human lawyers across the country.

How do you show your humanity in your life and work?