To grow your law firm, you need to either leverage your current clients or add new ones. It’s that simple. The first option can be challenging, depending on your practice area, so for most lawyers, bringing in new clients is the way to go.
That said, many lawyers dread the process of tracking down clients — understandably, too! If you go the conventional route, it will probably feel like you’re stumbling around in the dark, wasting precious time, money, and resources on finding the right people to market to when you could be doing vital research or dominating in the courtroom. Worst of all, in the end, you’ll probably still end up marketing to the wrong people or wasting your money on ineffective advertising.
Luckily for you, I have years of experience giving lawyers access to their ideal clients, and I’m ready to hand over my secrets. Take this three-step shortcut to reach your perfect clients in a snap and bring them straight to your door.
1. PINPOINT WHO THEY ARE — AND DON’T DISMISS THE DETAILS.
In my experience, a lot of business owners miss the bullseye when it comes to identifying their target market, and the first problem is they don’t sit down and put thought into whom exactly they’re looking for. Obviously, your soon-to-be clients are people who need your legal services, but you can go deeper than that.
If you’re in estate planning, for example, consider which specific group needs your help. Are they business owners? People with families? Why not take it a step further and say middle-income families, or wealthy families? Then, think about the gender, age, and even hobbies of those people. Don’t try to be everything to everyone. Instead, ask yourself, “Who are my services the ideal solution for?” and zero in on those groups.
2. ASK YOURSELF, “WHO HAS GATHERED THESE PEOPLE ALREADY?”
This step is critical, and will save you a massive amount of time. Once you’ve identified your target market, the next big question is how you’ll reach them. How will you drive these perfect clients to your website? How will you get them to dial your phone number or even realize that you exist? Well, it’s actually easier than you think. Other business owners have already done the legwork for you, and all you need to do is profit from it.
Here’s what I mean. Say you’re a family law attorney. Your target demographic probably includes families and couples who are either already getting divorced or might be interested in splitting. So, ask yourself, “Who has gathered those people already?” Marriage counselors have, alongside CPAs and even local women’s shelters! If you can connect with those groups, they can become your referral partners.
You can also target clients based on their hobbies and interests, which include virtual meeting places as well as in-person ones. A lawyer practicing small business law, for example, might look for clients at the Chamber of Commerce, in the subscriber listings of Entrepreneur magazine, or on a local Facebook group for business owners. Nationally, a group like the Entrepreneurs’ Organization would be a great start (it would work on me — I’m a member).
3. SHARE A MESSAGE THAT RESONATES.
Finally, to bring these clients into your office, you need to share a specific, targeted message that resonates with them. This is where knowing your demographic to a T comes in handy. Once you know who needs your services and why, you can cater your offer to their needs and even send it out into the spaces — including websites, podcasts, and print publications — they frequent.
Here at Spotlight Branding, we specialize in making that last step happen. If you run a family law firm that specializes in helping women through their divorces, for example, that target demographic will affect your content, branding, and imagery, and we’ll know how to integrate it seamlessly. Contact us today to learn more about what we can do to help your law firm grow.
Spotlight Branding
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