Look for this feature in the current edition of Trial Briefs, exclusively for NCAJ members
In my coaching practice, I ask lawyers on the initial call to describe their ideal client. Most say“ones who can pay” with a chuckle. While having paying clients is important, finding the right paying clients is even more important. But how do you find the right clients for your practice? Strategic targeting is a method that has proven benefits when it comes to attracting the right clients.
Strategic targeting is a marketing method wherein you identify clients you would like to provide your services to, and those clients are also in need of someone with your experience and expertise to do work for them. These clients can fit into a certain demographic or market segment or fit into a certain business segment you find fascinating. For example, if you enjoy an eminent domain practice, you should be targeting clients who need help with a condemnation or eminent domain issue. Your website should contain resources designed for this type of client including frequently asked questions and past examples of your victories and representative matters. Video testimonials as well as written testimonials are also powerful. Credentialing yourself as a “Best Lawyer” in your specific field or “Super Lawyer” is also a great way to set yourself apart from your competition. In other words, you must get into the head of your ideal client and consider how they buy and why.
Ask yourself these pivotal questions:
- What is the problem my ideal client is having?
- How can I solve this problem?
- Why am I the best person to solve this problem?
- Where are the clients who might need my services?
Once you have answered these questions, look at the following aspects of your law firm marketing and see if your materials align with your answers. Check the following:
- Does your bio clearly state in the first sentence what type of clients you are trying to attract and why you want to help them solve their problems?
- Does your LinkedIn profile (including your headline statement) identify what type of work you do and clients you are trying to attract?
- Are you writing and publishing articles and hosting content on your website that would be helpful to clients that have the problem you are trying to solve?
- Are you speaking at the right places and getting your message to prospective clients and referral sources?
- Do your social media networks (Facebook, Instagram, and others) let prospective clients know what you can do for them, where you are speaking, events you are hosting or showcase articles you have published?
- Are you a member of groups wherein your ideal clients might also be members?
Finding your ideal client takes time. Interview your clients and find out what groups they are involved in, what trade journals they read and what they are looking for when they hire an attorney.Once you have a better idea, you can begin the process of aligning all your marketing efforts to better attract and retain your ideal client.
Tea Hoffmann is the managing principal of Law Strategy Corp., where she works with lawyers and firms to create more successful practices.