By simply repeating your bio on your firm's website, you offer the bare minimum to get by-it's OK to admit it for now-but that's not enough to differentiate you from the competition. This is not about abridging your resume. It's about adding new explanatory material so the reader of you LinkedIn profile learns more about you than shown on the firm's website bio. This is your self-marketing in the long-term.
That mad dash to catch up with brand marketing, a vital component of the business of law, means you err in branding yourself and the new firm. As a result, lawyers often learn the expensive, hard way that it's time-consuming, arduous work to convince your prospects to pick you over the competition.
Few attorneys can express their 'why' effectively in ways that attract clients; they usually list bulleted factoids about themselves. They misjudge two ways we clients/consumers base our interest in others' brands, as Lois Geller wrote in her May 23, 2012 article 'Why a Brand Matters,' in Forbes Magazine.
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