Do You Look Like an Expert?

• Author: David V. Lorenzo
• Pages: 69-70

Do You Look Like an Expert? §35.

69

§35.

DO YO U LO OK LI KE AN EX PE RT?

Not long ago I met a talented corporate transactional lawyer. Let’s call him Steve (because

that is his name). He is smart, personable and knowledgeable about his area of the law. He has a

terrific reputation and a significant body of work. On paper this guy is one of the top transactional

lawyers in the state.

Unfortunately, law is not practiced on paper. It is practiced in real life.

Steve showed up for his meeting with me in a golf shirt and tan pants. His cell phone was

clipped to his belt and he had a goatee that looked like it had not been trimmed in at least six

months. When we ate lunch he chewed with his mouth open, spoke with his mouth full and used

the wrong fork.

During lunch Steve confessed that he meets with lots of potential clients that never end up

hiring him.

Steve was meeting with me to see if I could help him turn his extensive knowledge into money

in the bank. He was looking for some magic phrase or technique that would help him sign up more

clients. Unfortunately, Steve does not know what his true problem is.

Steve’s problem is something many lawyers face. He just doesn’t look like an expert.

Steve has a problem with his personal brand. To a corporate CEO or General Counsel, Steve

looks like a middle manager. He doesn’t look like a lawyer who specializes in sophisticated merg-

ers. He looks like the guy who is dating their daughter and not the guy who will help them handle

the Securities and Exchange Commission regulations.

To make things clear for Steve, I thought I would share some guidelines that I have developed

to help my clients look like experts. Keep in mind that MOST lawyers will not follow these. That

is because they are AVERAGE. If you want to be perceived as being average then you should

ignore these as well.

How to Look Like an Expert: A Guide for Steve

Shave. Lounge magicians, beatnik poets and high school kids have goatees. Just because you

can grow a beard does not mean you should. Look at the CEOs in the Fortune 500. How many do

you see with goatees? If you insist on having a goatee, trim it daily.

Lose the belt clip. You are not a Christmas tree with ornaments hanging from your appendages.

You should not have a phone hanging from your belt. Put it in your pocket like the rest of the non-

senior citizens. If it is too big to fit in your pocket, leave it in the car or buy a smaller phone.