Years ago, I started going to breakfast with a group of lawyers in various practice areas. We got together on Wednesday morning at 7:30 in a local restaurant. I ate more than I should have and, over time, bought bigger and bigger suits.

The weight gain wasn’t the only by-product of breakfast.

I also ended up with bunches of new clients.

There were usually four or five of us at breakfast.

We talked about nothing in particular. The focus was usually sports, politics, family, or occasionally business. Mostly, we didn’t see each other outside of breakfast. We just came back each week because we were having a good time.

I remember that we had to switch restaurants once when our place went out of business. We made the move and kept on eating.

What happened at breakfast that generated business?

Nothing magical happened. We just got to know one another, we built trust, and we came to understand how each of us was able to help clients in our respective practice areas. As the need to make referrals arose, we knew who to call. It was natural.

You should be going to breakfast with some lawyers. Find a handful of lawyers in different practice areas. Look for lawyers in practice areas that involve meeting lots of clients. Look at employment law attorneys, estate planners, and real estate lawyers. Consider criminal attorneys and personal injury lawyers. There are lots of options.

Most importantly, look for lawyers you like and who have common interests. Find people you’d like to see on Wednesday morning for the next 30 years.

Start with one lawyer. Don’t instantly create a group. Get to know one lawyer before you expand. Start slow without a master plan to take over the universe. Ease into breakfast and get comfortable.

Then let the group expand. Don’t control it; don’t feel like it’s a measurable marketing tactic that needs to be charted and graphed. It’s just breakfast.

Marketing is all about helping people know you, like you, and trust you. Breakfast is a perfect place to let that happen.