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Practice Building Skills: Turning Your Bio into a Magnet for Business

By Larry Bodine

Smart lawyers turn their bios into a marketing magnet that generates leads, as opposed to a mere resume or a CV, which recites only your education and experience. The trick is to turn a feature of yourself into a benefit to the client. In other words, if you've completed a particular activity, you need to answer the question, “So what?” If a client knows you've done something, how does that benefit him or her?

A “feature” is what something has, like a car with four doors or a new improved formula. A “benefit” is what it does for clients: “This car has four doors to accommodate growing families.”

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