Who is Your Ideal Client?
In the practice of law, you end up dealing with all sorts of clients. Some are needy and call every day. Others let you contact them, instead. And you have all the possible combinations in between.
But, who is your ideal client?
When planning your marketing, you have to answer this question. Everything you do will be pointed at this “ideal”.
To figure out your ideal client, answer a few questions. Here are some examples of what you need to know:
- How old is he or she?
- What is their lifestyle?
- How much income do they make?
- How educated are they?
- Where do they live?
- How are they most likely to find you when they need your services?
That last question is a doozy.
If your ideal client is homeless and does not access the internet, then a marketing push online may not be as effective. I didn’t say it wouldn’t work, though.
Consider this.
Your ideal client is homeless and without internet access. Your marketing push lets others know this about the client and what service you can provide that person. Someone online knows a gentleman in exactly the situation you’ve described, and tells him about you. The homeless man knocks on your office door.
So, don’t think for a minute that just because your ideal client may not be online, you don’t have to be, either. Not so. You simply have to adjust your message.
Now, spend some time figuring out who your ideal client is and how to reach that person. When you’re done, you have the beginnings of a marketing plan.
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Does Your Firm Have a Plan?
Practicing law can become an all-consuming affair. After all, you are in the business of law. However, I’ll bet you may not realize that you are in another business, too. What business is that?
Marketing.
Yes, marketing. We are long past the days of setting up shop, hanging out a shingle and having business walk in the door. Instead, you have to compete with all of the other lawyers out there in your field. Why?
Marketing.
Again. Other firms and independent practitioners are putting themselves out there. It may be TV spots. Or ads in relevant publications. Or, and this is the kicker, online.
So, do you have a plan? A marketing plan, that is.
If not, maybe it’s time to sit down and take a hard look at the other business you inadvertently got into. Answer questions like:
- Who is my ideal client?
- Where is my ideal client?
- How do I get their attention?
- What do they want from me?
Once you figure that out, you are on your way to bringing in more business. More clients. More money.
So, what’s your plan?
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