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It is no secret that law is changing and bringing new contours and that lawyers are adding other skills

Globalization and the market demand more quality than just advocating. Knowing the legislation and doing a good job is a premise and not a differential.

As a result, legal marketing has become an important tool in the digital and social media age.

In Brazil, for example, there are 1 lawyer for every 176 inhabitant and there are approximately 1 million and 200 thousand lawyers.

The contingent of lawyers and the ensuing competition requires more than technique. You need to stand out from the crowd.

Although some professional councils prohibit the practice of explicit Marketing in Brazil, quite different from what happens in the American scenario, it is acceptable for lawyers to generate content in their communication channels such as websites, lectures, Instagram, Facebook and LinkedIn, for example.

It is not allowed to publicize clients, however it is possible to give tips to the public, tell some cases, republish articles in which the office was mentioned, publish articles that add value to the followers and stimulate discussion and reflection by those who follow the profiles.

Legal marketing can be more complex due to the rules, however it is essential to keep a line with the target audience.

Law firms are definitely companies that deserve attention like any other.

Large Brazilian newsstands have medium to large marketing departments and small ones have become interested in the subject by implementing policies, especially during the pandemic.

Social distancing imposed a new model of interaction with customers and integration with possible stakeholders without precedent, anticipating a clear market trend.

The number of offices hiring for communication and marketing jobs has grown and it seems to be something that is here to stay.

The lawyer's elegance, traditionalism and ethics can and should be maintained when he uses marketing to his advantage and sheds light on what is often strenuous work.

One of the tips I always give to anyone who wants to spread content is that you should try to talk to people without using the jargon of the profession.

For many readers who are not trained in the area, it is important that the text be as simple as possible and without the use of technical terms.

It's a simple tip, but if you're not on a specialized channel or aren't speaking to lawyers, you need to understand that less is more.

With a busy life, it is not easy for the lawyer to stop and write to other interlocutors, but it is important to emphasize that competition and the moment impose an adaptation to the new times.

At least in Brazil it's hard to see someone who doesn't have at least one profile on some social media. It seems that it really is a path of no return and it is necessary to be aware of these changes in human behavior in order to grow in any profession.

The law practice has been modernizing and although it generally follows the new customs more slowly, there is no doubt that the professional needs to be constantly updated.

Designing new paths is essential to survive professionally and to show that advocacy can be accessible and more democratic.