Legal Marketing Blog

There was a small firm client of mine that I visited twice a month for more than two years. One partner, except on court appearance days, wore jeans (faded jeans) every day, and the other usually was in what best can be described as African Safari shorts with a Bahamian shirt. You can imagine what the staff looked like. Unfortunately, my appearance in a suit, at least a sport coat and tie, did little to influence them. Okay, to be fair, clients rarely visited the firm, but most of the firm went out for lunch and did encounter other, more professionally dressed lawyers on the street – I was with them many times.

How does your firm look? John Remsen in this monthly e-newsletter has an article entitled “Enough is Enough: Lawyers Should Look Like Lawers!” I couldn’t agree with John more.

First, he tells us about his reader survey. Of the 233 respondents, only 23% reported always wearing a suit; and 71% stated that the trend over the past five years has been toward more casual dress. It is true that image matters. How you dress REALLY does matter – among colleagues, clients, referral sources AND prospective clients. I agree with John that the “vast majority of clients want lawyers who look like lawyers – crisp, polished, authoritative and professional.”

Second, he has comments from several professional marketers which are interesting and quite telling; and offers 10 practical tips for lawyers and other professionals that are definitely worth reading. Finally, John refers to 3 books he recommends in addition to John Molloy’s Dress for Success series, including one specifically for women.

Even if the world around you has become more casual in its appearance, you will definitely appear more professional if you dress professionally. And that’s good for developing business.

I completely agree that we should look professional at all times. With my suburban solo practice, I am able to dress business casual if I am not expecting clients. I will wear a dress shirt (always pressed and long sleeves), neat dress pants and shoes. If a client drops in, then at least I look neat and presentable and can explain to them that I did not expect clients on that day.

If I am in court, meeting a client, or going to a real estate closing, I always wear a suit and tie. The clients do expect that and I believe that it lends an air of importance to their matter. In the last few years, I have attended far too many real estate closings where the closing attorney looks like he just came off the golf course. Appearances do matter and I have had clients tell me that attire that is too casual gives them the impression that the lawyer views the matter to casually.