I received a call the other day from a representative of a large lawyer directory that we are all familiar with. I’m not going to mention them by name because the name isn’t really important. What’s important is what this rep was telling me and why he felt it would be useful for me to sign up.

I made the mistake of answering the phone and actually had a few minutes to spare. As soon as I learned that he was looking to get me into a lawyer directory, I immediately stopped him and asked how would I be able to distinguish myself from any other lawyer on this directory?

His response was typical.

He said that a viewer searching for me would be able to see my credentials, where I went to school, see what I have written, see whether I had been certified by any legal organization, and my accomplishments.