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It is the final question I pose, when interviewing lawyers to write their bios, as a small part of my legal marketing, PR and communications practice. I will already have digested their standard fare: what they do, what they want to do more of, why what they do really matters and to whom.

But then I ask for dessert, a detail typically not on the regular menu: “Are there any interesting hobbies, collections or life experiences you can share? A favorite book, movie or trip? Are you training for anything—perhaps a 5K or half-marathon? Taking a class?”

“You’re crazy about karaoke!” I will sometimes jokingly accuse. Responses generally fall into one of three categories.

A small percentage are annoyed by this line of questioning, considering it undignified or irrelevant. Although I cannot recall asking him this, one lawyer informs me that his clients, “don’t give a whit whether he likes long walks on the beach,” only that he gets their deals done and their cases won. Another is reluctant to reveal his lifelong love of the Yankees, lest he alienate clients who misguidedly root for the Red Sox. Both points duly noted.

But while some situations may indeed call for greater formality and/or neutrality, there is a method to this marketing madness. Many clients want a lawyer they can feel comfortable with and talk to. A bio that provides a small preview of personality and “voice” can help to ensure a good match. For this reason—and, of course, within reason—many law firms are now choosing to adopt a more conversational, user-friendly tone in their website and other content.

The majority of interview subjects inform me that there is nothing interesting or unique about them. “I’m boring!” they insist. “When I’m not working, I’m spending time with my family or chasing after my kids. That’s it.”

While I find “not a whit” boring about that, when I press this group gently about what their family likes to do together, I am often rewarded with such gems as, “My husband and I have passed our love of horror movies down to our finally age-appropriate teenagers, and we take turns picking what to watch during our weekly ‘Family Fright Night.’” Bingo.

The final bunch are fully on board from the jump, enthusiastically sharing far more fun facts than I can possibly fit into a paragraph (the most space this content will ever be allotted). These are my people, kindred, and I want to hire every single one of them, despite having no present need for CFIUS, antitrust or criminal defense counsel.

In addition to all being consummate professionals, one is a highly feted opera singer, an alto, on the side. Another is a member of a Mardi Gras parade “krewe” that adorns human shoes gorgeously with glitter to hand out to spectators as swag. This is someone I want to ride with. Then there’s the guy who unexpectedly had to deliver one of his children himself. If that doesn’t instill confidence in your litigator, demonstrating admirable poise under pressure, please tell me what it is you require.

Of course, not all the answers are lighthearted. Sometimes “my” lawyers (as I protectively come to think of them) will share something serious, about significant obstacles and hardships that they have overcome to get to where they are now. I am honored to help them do so.

In a recent presidential debate, perhaps the political candidates should also have been asked this question.

Former President Donald Trump, in responding, might have recalled his short stint as a film critic, discussing Citizen Kane, a 1941 classic film, observing that “maybe wealth isn’t everything” (because money didn’t buy Kane happiness) and suggesting that what Kane really needed was a different woman. Or he could have reminded the co-moderator, David Muir of ABC News, that he wrestled then-WWE CEO Vince McMahon in the 2007 “Battle of the Billionaires” at WrestleMania 23 and won—hugely.

Vice President Kamala Harris might have shared with co-moderator Linsey Davis that her name means “lotus flower” in Sanskrit, that she worked at McDonald’s during a summer while in college, and that she once cooked South Indian masala dosas in actress Mindy Kaling’s kitchen, quite possibly while sporting Chuck Taylor shoes.

While, of course, these facts are nowhere near as important as the major issues currently on the minds of clients and country, I maintain that the trivia isn’t trivial. Just as the political is personal, so is the professional. Whether as client or constituent, catching a glimpse of the person behind the practice makes me more hopeful that—as they go about their business, and mine—they might also be more likely to keep my humanity in mind.

Even if a firm doesn’t end up ultimately using this information on their website, compiling it can still be a valuable exercise. Sharing it internally—either on the firm’s intranet or via other internal communication—is a creative way to build community (especially for new associates, but I would suggest including support staff, as well).

And in case my clients are curious, while perhaps also misguidedly, I root for the Mets. I like long walks on the beach just fine, but I prefer long drives along coasts. I took one just the other day, on Long Island’s South Shore—windows open, salt air whipping hair, a large Dunkin’ coffee (cream, no sugar) in the console cup holder, and Post Malone’s surprisingly catchy new country album blasting while I sang loudly and off-key.

I don’t normally listen to country music, but I am crazy about karaoke—in cars.

Tania Zamorsky is the founder of Zamo PR & Communications. She can be reached at [email protected].

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This column reflects the opinions of the author and not necessarily the views of the ABA Journal—or the American Bar Association.

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