Patent Attorney and Founder
Early on, I made a lot of random videos.
One day it would be about protecting your assets. Another day, a quick tip on business law. None of it was wrong, but it wasn’t focused. Looking back, it was a mistake.
One of those videos, about estate planning, went viral. It brought in about 4,000 leads. The problem? I didn’t even have a network of estate planning attorneys to handle that. I had attracted the wrong audience.
That’s the lesson: stick to your niche.
If you’re an attorney, or anyone trying to build authority, you need to focus on the topics your real clients care about. Don’t post things just because they might get views. High engagement means nothing if it’s not bringing in the right people.
So, how did I start with social media?
Honestly, it was an accident. I just posted some TikTok videos. I didn’t expect anyone to see them. And then, surprise, people started watching. One video led to another, and slowly, it became a thing.
The first videos that really blew up? They were about IP theft in China. Simple content. Not formal, not polished. Just sharing information in a way people could understand. And people were interested.
It showed me one important thing: you don’t have to overthink it. Just start. Share your perspective. Talk to real people, not robots.
Now, a lot of people ask: “How do you turn social media views into clients?”
Here’s my take: I don’t actually have discussions on Instagram or TikTok. Not really. There’s just too much noise. You can get millions of views, thousands of comments. Half the comments are negative, and the other half are random opinions. It’s not productive for me to respond to all of that.
Instead, I built a simple funnel:
- I have a Calendly link on my profiles.
- Anyone interested can book a call.
- They answer 10–12 questions first, like what their patent, trademark, or copyright issue is.
- If it’s a good fit, we schedule a call.
That’s it. I don’t DM. I don’t reply to comments. For attorneys, that’s safer. For other businesses, you might engage more freely.
If you’re a creator, entrepreneur, or inventor, the biggest tip I can give about social media in 2025 is this: just start. And post a lot.
Here’s why:
- Video is everywhere. You can create once and post across multiple platforms.
- If you have no audience, it takes time to build one. A few posts won’t cut it.
- You need at least a few pieces of content a day for several months to see results.
I got lucky early on. I was in a niche that wasn’t saturated, and a few videos went viral. But if your niche is crowded, like consumer products, you’ll need unique, high-volume content to stand out.
Think of it like fishing. The more lines in the water, the better your chances of catching something.
Quantity matters, but so does quality.
TikTok, for me, was more than just views. It taught me how to speak. Most lawyers don’t know how to communicate naturally. Video forces you to simplify ideas, explain them clearly, and be engaging.
That skill isn’t just good for social media. It’s invaluable for business, for pitching products, and even for everyday life. The better you can talk, the faster people understand you, and care about what you do.
One thing I learned the hard way: be careful what you post.
Anything you say might go viral. Anything you post could be seen by people you know, or don’t want to know. Think before you hit “post.”
Early on, I made videos about asset protection. They weren’t wrong, but they weren’t aligned with the clients I wanted. One went viral about estate planning and brought in thousands of leads for a niche I didn’t serve. I had to learn to focus.
Rule of thumb: Stick to your expertise. Stick to topics that attract the right audience. Don’t chase virality for the sake of attention.
Now, let’s talk product launches. Imagine you invented a new gum container:
- Ergonomic.
- Holds more gum.
- Recyclable.
You’re ready to promote it. Where do you start? Social media.
Here’s the strategy:
- Create videos. Show how it works. Highlight the design.
- Target influencers. Find people who could naturally use or promote your product. Don’t just hope they see it. Make it easy for them to access it.
- Leverage platforms. Instagram, TikTok, LinkedIn. Each has its strengths. Instagram and LinkedIn are surprisingly effective for DMs. You can reach anyone if you approach it correctly.
If you’re about to be on Shark Tank or expecting exposure, influencers will happily try your product. They’ll post it to millions of followers. That’s massive visibility.
For founders and small businesses, social media is the fastest, cheapest way to get visibility.
- One video can reach millions.
- It’s far easier than writing blogs or relying on SEO, which is slow.
- Even if you only have 20–30 minutes a day, you can produce several videos.
The ROI potential is huge. You never know which video will catch fire.
What about attorneys targeting corporate clients?
Yes, social media still works. Video is key. You can post on LinkedIn, YouTube, Instagram. Even if your audience isn’t scrolling TikTok, the content spreads. Colleagues, assistants, or referrals might see it and pass it along.
I’ve landed multi-six-figure deals from cold social media approaches. These were clients I had no previous connection with. Not from TikTok, but from LinkedIn and Instagram. The principle is the same: show your expertise, let people know who you are.
Tracking results is critical.
- Keep track of what topics work.
- Note which videos attract leads or specific clients.
- Adjust your content based on results.
I have a full-time person for this. Without tracking, you’re guessing. With it, you can scale intelligently.
For attorneys, a caution:
- Don’t solicit clients directly. Post content instead.
- Use a structured funnel like Calendly.
- Avoid engaging in every comment or DM.
For non-attorneys, the rules are different. Lifestyle brands, products, and startups can engage openly. DMs, collaborations, and brand deals are fair game.
One more point: ethics and authority matter.
If you post advice or opinion, people assume it’s authoritative. Be mindful. Don’t speak outside your expertise. Misleading content can damage your reputation.
Stick to your strengths. Stick to what your audience needs. And yes, that might mean ignoring viral trends if they don’t align.
Step-by-Step Social Media Launch Plan
If you’re an inventor or entrepreneur, here’s a simple roadmap:
- Identify your niche audience. Who are the people who will care about your product or service?
- Pick your platforms. Start with one or two. Focus on video first.
- Create content in bulk. Plan 5–10 pieces per day. Some videos can be short, some a little longer. Don’t overthink perfection.
- Show your product in use. People want to see it work, not just a logo.
- Engage with influencers. Identify key people who could naturally share or promote your product. Send them samples. Invite them to collaborate.
- Track engagement. Which videos bring leads, views, or shares? Adjust your strategy.
- Use a funnel. Make it easy for interested people to contact you, book a call, or purchase.
Common Mistakes to Avoid
- Posting outside your niche. Focus matters more than virality.
- Over-responding to comments or DMs. Keep the funnel simple.
- Ignoring analytics. If you don’t track results, you’re flying blind.
- Speaking outside your expertise. This can hurt credibility.
- Waiting too long to start. Every day counts.
FAQs About Social Media for Entrepreneurs and Attorneys
Q: How often should I post?
A: At least 2–3 pieces of content per day if you’re starting. More is better for growth.
Q: Do I need a fancy setup?
A: No. Clear video and good lighting work fine. The content matters more than production quality.
Q: Can social media really bring clients?
A: Yes. Especially with LinkedIn, Instagram, and YouTube. Build authority, show expertise, and make it easy to contact you.
Q: Should I respond to every comment?
A: Not necessarily. Focus on building the funnel. Engage selectively.
Q: What about ethics for attorneys?
A: Avoid solicitation. Post content instead. Track leads through structured forms.
Social media isn’t magic. It’s a tool. But used well, it can be the most powerful tool you have for reaching customers, building authority, and growing your business.
If you follow these principles, you’ll avoid early mistakes, stay focused, and make every post count. Viral videos might happen. Big deals might follow. But it all starts with consistent, targeted effort.