One of the challenging aspects of owning your own firm is finding great clients. The solution is effective marketing that generates high quality leads (and enough of them). This article provides three insights you can use to attract great clients.
When you work with great clients, your practice is more profitable, the work is more engaging, and you usually earn more. You’re less stressed and more likely to live a happier, healthier life.
Insight #1: Measure Your Marketing Results
Marketing is an investment: If you spend $1,000 in marketing, you should get more than $1,000 in revenue. This is called return on investment (ROI). Focus on those tactics that produce higher ROI’s, and drop the tactics that have lower ROI’s. Unfortunately few law firms know the ROI’s of their marketing tactics.
Insight #2: Craft Your Message
Your message is your answer to the question, “What do you do?” and it has a huge impact on your practice. It drives referrals, it drives your marketing, and it drives your confidence. A well-prepared message drives the right clients to you.
Upgrade your message by answering four questions: (the 4 W’s).
The 4 W’s of Your Message
1. Why did you choose to become a lawyer (or to remain a lawyer)?
2. Why did you choose your area of specialization (or to continue in this area)?
3. What sets you apart from your best competition?
4. Why do your clients choose to work with you?
Insight #3: A Powerful Message Communicates Passion and Value
Passion connects you with referral partners and with great clients. As author/motivational speaker Simon Sinek states, “People don’t buy what you do, they buy why you do it.”
Value is equally important because it acts as the bridge between your passion and the needs of your clients.
Combine the answers to the 4 W’s to form your marketing message in a way that is powerful, authentic, and uniquely you.
These three insights will help you attract better clients. Email me your comments, thoughts, and results at firstname.lastname@example.org. I’d love to hear from you.
About the Author
Alay Yajnik is a law firm growth expert and speaker who has helped small law firms earn millions of dollars. He is the founder of Lawyer Business Advantage, a powerful program for owners of small Bay Area law firms who want to more income, more meaning, and less stress in their practice.