By Bonnie Buol Ruszczyk

by Bonnie Buol Ruszczyk, president

Anyone that has worked with us at bbr marketing, or even heard me speak, knows that our mantra is “What makes you different?” To the outside observer, most CPA and law firms look the same. You work in fancy offices and charge a lot of money for what you do. Your clients are often in dire straits and know they need your services, but feel unsure about how to choose the right firm or individual within that firm to take care of them. Even your more savvy corporate clients are often challenged to decide between multiple firms, particularly if they are working from a list of referrals. So how do you rise above the rest?

One of the ways we recommend that firms set themselves apart is by showing a bit of personality, particularly in their bios or in how they present their firm information on their website. So when I read this article, I was pleased that others are singing from the same songbook. While the main part of the article is about Chipotle’s viral video campaign (and well worth a look), buried at the bottom is mention of a Chicago law firm,  Levenfeld Pearlstein and how they are using video on their website. Rather than ask each partner to talk about a practice area, they asked more personal questions. You can learn about Mitchell Weinstein‘s most treasured possession, where Pam Sandborg would go if she could time travel, how David Blum explains what he does to his kids and what Jamie Burns would do if she weren’t an attorney. While I was reading about their qualifications and why I should hire them, I also got a look at who they are as people. And I really like that.

We get a lot of skeptical looks and pushback when we present the idea of sharing some unique and personal details in partner and staff bios. Some are not willing to take this step because they are convinced no one cares about them as people, they are uncomfortable showing their human side or the firm down the street isn’t doing it. But keep in mind that bio pages are the most-read on a professional services website, so more people are reading about YOU than are reading about the FIRM.

All things being equal, most people will choose to work with someone that they feel a connection with and like on a personal level. It’s human nature. Though true in all kinds of arenas, making that connection can be particularly important when it comes to professional services. Because many folks are so uncomfortable with choosing a financial or legal professional – with the very idea of needing one and with their own real or imagined lack of financial or legal literacy – feeling the spark of humanity and ability to relate to you as an individual can be a critical element, letting them overcome their natural resistance and take the plunge. So why not show that human side a little bit and cut down on the intimidation factor?

Although it’s easy to forget when you are in the industry, discussing finances makes people uncomfortable for a whole host of cultural reasons. We are raised to avoid talking about money. Our personal finances are considered secret, as a matter of etiquette as well as safety. Truth be told, there is often also a sense of shame around money, whether we consider it embarrassing that we have too much or too little by some social or religious standard, or simply because we don’t feel adequate to make all the financial decisions we know we should. Interestingly, this holds true for legal issues as well, and even the need for basic legal support as we go through life.

In this context, the personal insights you offer in your bio and firm website are a gift that potential clients appreciate deeply. You’re helping to put them at ease and in some almost imperceptible but meaningful way, making the equation more equal. I’m not as wealthy as my zip code would indicate; you always wanted a garden but consistently kill seedlings. Quid pro quo. By removing your mask just a little, you make it easier for your clients to do the same.

I’d love to hear what your firm is doing to communicate personality and make your people more approachable. Do you agree with this strategy or think I’m way off base?