How Digital Disruption has Resulted in the Age of the Vanishing Rainmaker

In Ep. 57, Senior Attorney Match’s Jeremy E. Poock, Esq. explains how digital marketing disruption has resulted in the Age of the Vanishing Rainmaker.

As Poock points out, “[D]igital marketing disruption is here. That is, clients today are searching for lawyers online. They are by-passing yester-year's Rainmaker Attorneys . . . Today's and tomorrow's clients will go straight to Uncle Google and other social media, multi-channel digital platforms to be searching for lawyers and law firms . . . It is disrupting client origination. And, we are absolutely seeing that Senior Attorneys that remain in that pre-Google age . . . are just generating less new clients during this Digital Marketing disruption era that we are in here in the mid-2020s.”

 

As Poock also states, “[W]e say that Uncle Google is America's greatest referral source for lawyers and law firms. Uncle Google is also America's greatest rainmaker for lawyers and law firms. And, if clients are literally by-passing yester-year’s Rainmaker, then, what we're seeing before our eyes is that Vanishing Rainmaker from the Word of Mouth pre-Google era because if you're not going to be found, you're not going to be hired.”

 

Poock then shares the following 2 choices for Senior Attorneys in the Mid-2020s with respect to today’s 3.0 Digital Era for the legal industry:

 

1. Adopt Multi-Channel Digital Marketing to attract the attention of potential clients and continue replenishing their firm’s Book of Business; or

 

2. Consider selling or merging with a Growing Law Firm that wants the following 3 resources that Senior Attorney-led firms offer: (a) Instant client growth via Books of Business developed during the pre-Google Word-of-Mouth Era; (b) Talented lawyer and non-lawyer staff whom Growing Law Firms need to produce sophisticated legal work; and (c) Untapped treasure chests of digital content by converting the subject matter knowledge of Senior Attorneys and additional attorneys at Senior Attorney-led firms into digital content to publish via Multi-Channel Digital Marketing to attract the attention of new clients.

 

Even though the Age of the Vanishing Rainmaker will result in Senior Attorney-led firms having less value due to not replenishing their Books of Business, Poock shares the following:

 

“[A]t this point in the mid-2020s, we highly recommend to Senior Attorney-led firms that this is the best time for you to consider selling or merging your practice because it has the most value and presents the best value to Growing Law Firms that want and need what you have.”