Face it. Financial bottom lines are affected by the fact we live in a world that judges a book by its cover. Pretty singers sell more records, court cases rank higher in the news if the person is attractive, and politicians are elected based on their image as much any other factor.

Looking at your own industry, don’t you have to fight the public’s perceptions? We see it on TV and in movies every day. More often than not, young lawyers, paralegals, and others just starting out in the profession are portrayed as cheap, petty, low-rent, and usually called “ambulance chasers.”

It’s not right, but this issue of image is one that you have to live with and learn to work with.

Let’s cut to the bottom line which is this: In today’s business climate, everyone should realize that a professional image is crucial to reputation and everyone could stand to improve theirs to some degree or other. It’s what you need to do to keep your individual firms alive. Therefore, let’s cover some opportunities for improvement using the acronym A.L.I.V.E.:

Appearance – Your physical persona and the way present yourself.

Letterhead – The level of professionalism demonstrated in your printed marketing materials.

Information – Accuracy and honesty; the keys to presenting the data gathered during a case.

Voice – How you communicate to everyone you’re associated with.

Education – The continual improvement to your professional knowledge base.

Appearance: People base a large percentage of their first impression on your appearance. When a client meets you for the first time, they’re sizing up your credibility, your ability as a legal professional, and deciding just how well you might conduct yourself in public. As the saying goes, you only get one chance to make a good first impression, so let’s look at a few pointers.

- Always dress in a professional manner. For men and women both, the attire should be “business professional,” which for men means suit and tie whenever possible, and for the ladies, business suits, nice skirt and blouse, or dresses. If you look unkempt or “second rate” the client will wonder how you’ll represent them while working their case.

- A close cousin to dress is personal grooming. Simply put, make sure your hair, facial hair, hands, nails, and teeth are all clean and well kept. By the way, how’s your breath? Always keep some mints handy.

- Keep jewelry at a minimum. Jewelry should follow the rule on colognes. It’s best to smell of nothing than to overpower with the wrong thing. A general jewelry guideline is no more than 2 rings per hand, no more than 2 thin necklaces, and either post or small-ring earrings. And… you guessed it, visible exotic piercings or tattoos are out if you’re going to be taken seriously by the legal community. The “Professional Image Dress” website at http://www.professionalimagedress.com has some good articles and checklists. Also, you’ll find some good books and magazines on business and professional image at your local library.

Letterhead: In some cases, the first contact someone may have with you might be one of your business cards. For our purposes though, “letterhead” refers to any printed material (paper or electronic) anyone outside your office might see.

- Business cards are a must. Make them distinctive, but with minimal content. Let your website or brochure carry the heavy content.

- On business cards, stationery, and your website stay away from trite, clich