When a Picture (of You) Is Worth a Thousand Words
Get Recognized!
Some months ago, when I was attending a conference, another attendee who I did not know introduced himself and addressed me by name. I asked how he knew who I was and he replied, "I get your weekly electronic newsletter, and the email has your picture at the top - and it actually looks just like you!" What a blinding glimpse of the obvious. Nothing makes a more immediate impression than a personal photo.
Marketing to Differentiate Yourself
The major focus of marketing is to differentiate yourself from others, in a way such that potential customers or clients can remember you, develop a positive view of you and decide to call you. After all, isn't that the purpose of having a photo on your website? And if it works there, why not have your personal photo on your business card? After all, you have a logo on your card; isn't differentiation the purpose of the logo? If you have nothing more than standard white paper stock with black and white ink, there is nothing that sets your card apart from those of all the other lawyers in your community - not a position that is ideal in a competitive world.
Quality Business Cards
Some lawyers (and business people generally) still think a photo makes a card look cheesy. However, it's the nature of the photo, the card stock and the printing that define whether class is present or lacking. Use a professionally taken photo, and use good paper stock ... preferably stock that can be written on if the person wants to make a note about you, rather than a highly coated, glossy or dark stock. And it goes without saying: be sure you have cards with you at ALL times (it still amazes me how many professionals do not).
Use a Current, Engaging Photo
A special warning: if the photo on your card is engaging and current, it can create a strong connection with the viewer. A photo with a smug or hostile expression, or one that is woefully out of date, can do more harm than good. One sees this latter phenomenon on law firm web sites regularly, as male and female lawyers think a decades-old photo conveys a young impression - when in fact it merely shows the lawyer as old fashioned, and potentially out of touch.
Get Noticed
With my photo on my card, I have found that my target market (lawyers) always look at the card a second time. I know from discussions with them that they often initially say to themselves, hmmm, this person is different, I need to pay attention to what he says ... and then I'll decide what to do next. The number one thing is that I get their attention. What happens next, whether I am engaged (hired) or not, is a function of my substance. But, I get the lawyer's ear.
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