Do You Need More Clients… or Better Clients?

When we ask lawyers what they need their marketing to accomplish for them, the most common answer by far is “I need more clients.” But we’d like to challenge that mindset. Do you really need more clients… or do you need better clients?

Take a moment and think through the clients you’ve worked with over the past several months. How many of them:

  • Didn’t pay you on time, in full, or maybe didn’t pay at all
  • Consumed a ton of time and energy in the engagement/consultation process before hiring you (or worse, not hiring you despite the time you invested)
  • Were rude or disrespectful towards you, your time, and/or your team
  • Didn’t trust you
  • Needed help with matters outside of your area of focus
  • Drained you, rather than energized you

Here’s an analogy for you. Think retail.

On one end of the spectrum you’ve got Wal-Mart – cheap, always open, stores all over the country, and you can get almost anything there – although the quality may be questionable.

On the other end of the spectrum, you’ve got high-end retailers like Neiman Marcus. Expensive, restricted availability, and a very narrow selection of extremely high quality merchandise.

Wal-Mart makes money through volume. They have tiny profit margins, but they’re so efficient and they sell at such high volume that, as a company, they’re very profitable. Neiman Marcus and other high-end retailers make their money through higher margins. They sell to a much, much smaller number of customers than a Wal-Mart, but they’ve built a brand that allows them to create much higher margins than Wal-Mart. And so they don’t need a high volume of customers. They need the right customers.

For them, it’s not about quantity… it’s about quality.

Now, which end of the spectrum would you like your law practice to operate in? Would you rather be a (relatively) low-cost provider of a wide variety of legal services, making your money through high volume? Or would you prefer to build a focused, lower-volume, higher-margin practice?

I can’t answer that question for you. But I can tell you, generally speaking, that focusing on a niche, building a brand, and working with a smaller number of carefully selected clients will result in the following:

  • Less time working
  • Ability to charge higher rates
  • More referrals
  • More repeat business
  • More fulfillment with your work

I’d suggest you spend some time thinking about this. Figure out what you want your practice to look like. Is it quantity and high volume? Or is it quality and a more focused practice?

Once you’ve identified your direction, your marketing can help you get there. If you’d like to talk to my team about this, we’d be glad to have a conversation. Click here to request a consultation.

 

If you found this post helpful, please share it!Share on Facebook
Facebook
Tweet about this on Twitter
Twitter
Share on LinkedIn
Linkedin
Share on Google+
Google+
Email this to someone
email
The following two tabs change content below.

Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.

Latest posts by Daniel Decker (see all)

View Our Work with Client Examples

View Our Work with Client Examples

Click below to see some of the work we have done for other lawyers.


Testimonials

Testimonials

See what other attorneys say about their experience with Spotlight Branding:

“I could not be more pleased in working with Spotlight Branding! They really caught my vision for my website, …
Christina HollwarthHollwarth Law Firm, PLLCLongview, TX
“Spotlight Branding designed our web site and now provides our ongoing  web marketing. The Spotlight Brandi…
Ray GarciaLaw Offices of Ray Garcia, P.A.Miami, FL
“My firm has been using Spotlight Branding for over 2 years and our firm’s gross income has more than doubled …
Vanessa VasquezVasquez de Lara Law GroupMiami, FL
“Top notch company to keep you in front of your clients. Spotlight Branding has been with us from day one and…
John TottenJohn M. Totten, P.C. Attorney at LawAthens, AL
“I would call myself a website connoisseur. I review lists like, ‘Top Ten Lawyer Websites of the Year.’ I had …
Jane MuirGersten & Muir, PAMiami, FL
“Spotlight Branding helped me create a blog that was awarded the 4th best in the country for my practice area.
Barry WaxLaw Offices of Barry M. WaxMiami, FL
“As the owner of a growing law firm, it is impossible to spend the amount of time necessary to keep up my firm…
Amy HoffmanAPH Law, PLLCPuyallup, WA
“I have worked with a number of other online marketing firms over the last few years and Spotlight Branding ha…
Lewis LanderholmLanderholm LawPortland, OR
“Since hiring Spotlight Branding, I have seen significant measurable results. My referrals have steadily incre…
Chris ClarkThe Law Office of Chris Clark, PLLCCharlotte, NC
“Spotlight Branding is very responsive, proactive and easy to work with. Great results. I highly recommend th…
Anis SalehSaleh & AssociatesMiami, FL
“Excellent service and always on time! I can directly attribute a substantial percentage of our business growt…
Ethan DunnMaxwell Dunn PLCSouthfield, MI
“Our law firm has been using Spotlight Branding for all of our internet marketing for nearly two years. The te…
Brielle MarkWeisberg Kainen Mark, Attorneys at LawMiami, FL
“Spotlight Branding has been terrific. They know their stuff and do great work. We have been with Spotlight fo…
Gregory McCollumGreg McCollum Complete Legal Defense TeamMyrtle Beach, SC
“I have had a great experience with Spotlight Branding. I work with John and his team and they always follow u…
Thomas InkelaarInkelaar LawOmaha, NE
“There is so much that Spotlight Branding has done for me over the last year to make my business that much bet…
Melissa PearceLaw Office of Melissa M. PearceMilford, MI
“I have recently worked with Spotlight Branding on creating a revised website for my firm. They were very easy…
George HoughProActive Legal Care Law OfficePalm City, FL
“Can’t say enough about Spotlight Branding and the work they do for me, particularly my account representative…
Neil TyraThe Tyra Law FirmRockville, MD
“I hired Spotlight Branding to recreate my website, which I had built myself. Spotlight Branding actively soug…
Bob Boeshaar Law Offices of Robert V. BoeshaarSeattle, WA
“Spotlight Branding took my idea and made it into a wonderful brand. The development process was quick and eas…
Jaime TophamTopham Family LawGrantsville, UT
“I have been extremely pleased with Spotlight Branding. My website is beautiful and I LOVE it! Big applause fo…
Kayleene WriterLaw Offices of Kayleene H. Writer, PLCIrvine, CA
“Excellent Service!! Spotlight Branding has been vital in helping us grow. They always respond quickly to ques…
Jose BenitezThe Trembly Law FirmMiami, FL
“Best company ever! John is awesome and he does a fabulous job. I am very grateful to have him and his team wo…
Jeffrey HensleyHensley Legal Services, PLLCTulsa, OK
“My law firm has been using Spotlight and John Hinson for about 6 months. We are very happy with their level a…
William O'LearyLegacy Planning Law GroupJacksonville, FL

“The number of attorney referrals we receive on a daily basis has doubled since we retained Spotlight Brandi…

Eric ToscanoTenant Law GroupSan Francisco, CA
“From start to finish, Spotlight Branding has exceeded my expectations.  Their team of professionals jumped r…
Lori HulbertHulbert & Associates, LLCSterling, CO
“My exposure has increased exponentially since engaging the services of Spotlight Branding. The traffic I rece…
Christina McKinnonLaw Office of Christina A. McKinnonMiami, FL
“When I started with Spotlight Branding, I was a year into having my own practice.  After utilizing Spotlight’…
Brett TremblyThe Trembly Law FirmMiami, FL