Lawyers: It’s Important to Identify Your Ideal Client
Think about your working life and what makes a job good or bad. It may be the hours, the location, but mostly it’s the people you have to interact with. If you’re in customer service, it’s obviously the customers, and if you’re in an office it’s your co-workers. The people you deal with on a day-to-day basis can make or break how much you enjoy your job.
The first step to building your ideal clientele is to narrow down your legal marketing campaign. Who are you looking to represent? If you’re a personal injury attorney you’re going to be looking for injury victims of course. But do you specialize in victims of car accidents, defective products, workplace accidents? Advertising a specialized practice area is great, but there’s a broad range of personal injuries and an even broader range of clients within.
No two clients will respond to a marketing campaign the same way and if you have a specific client in mind, you’ll want to concentrate on hooking that one client. Tailoring your marketing campaign to a specific small group of people who are likely to become long-term clients is worth much more to you than casting a wide net over people who won’t benefit your practice beyond a single case.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.
We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.