Today’s post was inspired by Seth Godin’s blog post, 3 Questions to Ask your Marketing Team. I’m going to spin it for lawyers.
If you can answer these 3 questions and apply the lessons, you will be far ahead of your colleagues when it comes to attracting clients.
1. Who are you trying to reach?
You need to be specific about who your ideal client is. In fact the more specific you can be, the better.
You’ve probably heard from other people that you need to find your niche. What exactly is a niche in the legal industry? It’s a group of people with a common passion, interest or pain who really want or need the legal services you are offering.
Here’s an example of a niche for business law: medical device startups. Unlike other startups like internet startups, medical device companies are faced with lots of regulatory hoops to jump through. This can be capital and labor intensive. It only makes sense that they would need a lawyer specializing in their legal needs.
Marketing Lesson #1. Contrary to popular belief, not every person with a pulse is a candidate for your legal services. Find your niche!
2. Why should they hire you for their legal services?
In order to earn their business, you need to tap into your ideal client’s story. Taking the previous example, what story would the medical device startup tell themselves? Getting through this regulatory stuff is really expensive and really hard.
You need to show how your services can change that story. In this context, what happens to them if they work with you? How do you get them to see that their lives would be easier, better, richer, if they work with you?
Marketing Lesson #2. The more specific you can be when idenfifying your target client, the more effective your message can be.
3. What do you need to do to reach your ideal client?
You have a niche. You have a message that reaches that niche. Are you able to reach them?
It’s not enough to put up a website, write a blog, and hangout on twitter. You need a plan that involves networking and making real connections. You have to get out from behind your desk and your computer screen. So find out where your ideal client hangs out and go there, introduce yourself, and start networking.
Marketing Lesson #3. Now that you know who you want to serve, you need to figure out how to connect with your ideal client.
In my opinion, having a niche practice really makes sense if you are a solo attorney.
Let’s face it. We have limited time and resources to devote to marketing. Why waste them on a scatter-shot approach, hoping to land just any client? Niche your practice and maximize your marketing efforts.