Spotlight Branding - January 2020

JAN 2020 (800)-406-7229

YOUR IDEAL CLIENT IS JUST 3 STEPS AWAY Don’t Let Them Slip Through Your Fingers!

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 tomarket to when you could be doing vital research or dominating in the courtroom. Worst of all, in the end, you’ll probably still end upmarketing 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. — AND DON’T DISMISS THE DETAILS. Inmy 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 whomexactly 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 1. PINPOINT WHO THEY ARE

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 aremy services the ideal solution for?” and zero in on those groups.



ALREADY?’ This step is critical, and will save you amassive amount of time. Once you’ve identified your target market, the next big question is how you’ll reach them. Howwill you drive these perfect clients to your website? Howwill 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. 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 Here’s what I mean. Say you’re a family law attorney. Your target demographic probably

local Facebook group for business owners. Nationally, a group like the Entrepreneurs’ Organization would be a great start (it would work onme— I’mamember).


RESONATES. Finally, to bring these clients into your office, you need to share a specific, targetedmessage that resonates with them. This is where knowing your demographic to a T comes in handy. Once you knowwho 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. 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. Head to today to learnmore about what we can do to help your law firmgrow. –Marc Cerniglia Here at Spotlight Branding, we specialize in making that last step happen. If you run a family


Made with FlippingBook - Online magazine maker