The Best Way to Market Yourself Is To Be Who You Are

Yesterday’s edition of New York Lawyer contained an article from The Connecticut Law Tribune about a lawyer who broke the amateur record for swimming across the Long Island Sound during the August 5 2006 Swim Across the Sound marathon. The lawyer, Jeremy Virgil, raised $2500 in pledges for a Connecticut cancer charity, finishing first among solo swimmers in the race, and beating all but one of the 31 relay teams.

Marketing is a hot topic among lawyers these days, and I often hear lawyers say they don’t have time for marketing or they don’t know what to do. Young lawyers are frequently marketing to two audiences: clients and employers. Virgil’s story proves that the best way to market yourself is just by being yourself. By getting involved in what you’re passionate about, you’ll make stronger connections with people and present yourself in the best light without even trying.

Not only did Virgil’s cross-sound swim garner him (and his law firm) media attention, but it demonstrated his character and values. He trained seven days a week for several months to prepare for the race. Although the race was grueling and waves sapped his strength early on, Virgil continued the race because, according to the article, there were people counting on him.

The qualities that allowed Virgil to complete this physical challenge show that he’s the kind of person that would be an asset to any firm. He showed he isn’t afraid to work hard and he is capable of putting others’ needs first. He demonstrated dedication, commitment, compassion, selflessness, courage, persistence, and an excellent work ethic. Any client would be happy to have that kind of person on their side, and would feel confident that their interests were being placed first. And Virgil’s accomplishment gained him respect and admiration from others in his law firm, including the partners. There’s no better marketing than that.