Speakeasy Marketing February 2018

How to Attract Clients YOU DON’T WANT

THE MAKING OF A MISSION STATEMENT What makes your business profitable? Is a successful business all about minimizing production costs and maximizing profit margins? These are certainly essential parts of the equation. But it doesn’t matter how many thousands of products you manufacture or how incredibly efficient your manufacturing process is if you can’t sell your product. Ultimately, customers make your business profitable. That’s why, as you create your mission statement, it’s imperative that you consider your customers. According to Frank Rothaermel’s book “Strategic Management: Concepts and Cases,” there are two types of mission statements: customer-oriented statements and product-oriented statements. Strategic Management Insight summarizes his findings, writing, “Customer-oriented missions define an organization’s purpose in terms of meeting customer needs or providing solutions for them.” Product- oriented missions, on the other hand, focus on specifics and products or services the company offers their customers. YOUR MISSION SHOULD BE CUSTOMER-ORIENTED A customer-oriented mission is other-focused. Creating this kind of mission statement requires us to thoughtfully consider not just how our business will benefit us, but how it’s advantageous to our customers. This exercise requires selflessness. “Wait,” you might say, “I’m all about doing good, but I need my business to be profitable, too!” Believe it or not, this altruistic outlook is beneficial not only to your customers, but also to your bottom line. Don’t believe us? According to the Las Vegas Review Journal, “Selflessness” is the “key to passionate business,” and passion is infectious. Team members can get behind a selfless mission wholeheartedly because it makes both ethical and financial sense. However, we can’t expect this passion to spread magically. The Las Vegas Review brings up an important point through a quote by Isabelle Fish, president of Rue Pigalle Inc. She states that a passionate business “creates, expresses, and shares emotion throughout the whole process.” She says, “If a staff member feels it but can’t express or share it with customers, my chain is broken.” In order for a selfless customer-oriented mission statement to be effective, systems for spreading that fervency and excitement to your customers must not only exist, but must also be intact. As you create your mission statement, focus on your customers. Craft a statement that truly has your customers’ best interests at heart. Do this well, and your statement will be so persuasive, it’ll be contagious. And in the end, that’s profitable for everyone. SO PERSUASIVE, IT’S CONTAGIOUS

...Continued from back page

“Uh...No. What?”

“You,” I said.

She was upset with me for weeks. And I don’t blame her. After all, truth is often a very bitter pill to swallow. For the first time ever, she considered perhaps it was something about her “vibe” that attracted all these bargain-basement boyfriends. Anyway, she made some changes, and the last time I saw her, she was happily married to a great guy.

I see a similar thing every day with new clients we take on.

They come to us because they’re sick of taking on bottom- of-the-barrel cases. Yet, it rarely occurs to them that these clients come to them because there’s something about their perceived position in their metro-practice area that literally attracts the kind of clients they don’t want.

Can you relate to this?

If so, I highly suggest you read my latest book, “Attorney Authority Reboot.” It shows you exactly how to fix this positioning problem so you can start attracting good clients, with interesting cases, who treat you how a professional of your standing ought to be treated.

Here’s where you can get a copy: http://speakeasy.marketing/AttorneyAuthority

REAL SECRETS OF ATTORNEY MARKETING LAW SCHOOL DARES NOT TEACH

(2nd Edition)

• Five new chapters, live chat, what’s changing for personal injury attorneys marketing-wise in 2017, and more • Completely revised and updated for 2017 • Complimentary copy mailed or emailed upon request

Available on Amazon Kindle, and by emailing rj@speakeasymarketinginc.com.

WWW.SPEAKEASYMARKETINGINC.COM | 3

Made with FlippingBook HTML5