Attracting Profitable Clients In A Post Recession Market

The recession might be over but the recovery has been challenging for some law firms and lawyers. How do you move ahead of the competition and position yourself for continued success in a post recession market?
 
There are many approaches to building a successful law practice, however, for lawyers who want to leverage their core competency and attract profitable and desirable clients, it is essential to build a marketing plan that is based on clarifying who is your ideal client.
 
Knowing the answer to this question will help you to create:
 
Positive word of mouth marketing about your reputation. This comes from satisfied clients who trust you and believe that you understand and know how to solve their problems. Different clients require different solutions.  For example, in divorce, the over 50 client who has been in a long term marriage will require different resources than the young professional who has been married for  a few years.  If your target client is the over 50 audience, how are you exceeding their expectations in the services you deliver and the resources you provide?
 
Content that attracts the right client. Clients will respond to articles, web sites and blog posts that are relevant to them and their situation. Different clients will resonate with different messages.For example, if you are a Family Lawyer whose target audience is professional woman, write about the problems and challenges professional woman face in divorce. Include your articles and published papers on your LinkedIn profile, write a press release demonstrating your expertise.Writing relevant content that emphasizes your expertise and placing it in front of targeted clients(Web site, LInkedIn profile, blog, etc.) is one the best ways for attracting the right clients and referral sources.

Consistent and relevant top of mind awareness.  Many people are experiencing information overload, too much information and too many choices can distract prospective clients and referral sources from paying attention to your law practice. Clients and referral sources will respond to what is relevant and visible to them at the time they have a problem.  Think about when most people start paying attention to which Universities their children will attend, usually it is when their children are in their 11th or 12th year of high school. The same is true with clients who have legal needs.  For example, one of my clients is a criminal defense lawyer who experienced an increase in calls for theft  cases after he posted a blog on the consequences for retail  theft after black Friday. His message was visible and relevant to the clients he wanted to attract to his practice. Since you don’t know when your prospective clients or referral sources will have a problem you can solve, it is important to maintain consistent and targeted visibility. 
 
 
You can create a successful marketing plan that attracts desirable and profitable clients by clarifying who your ideal client is and then building a plan that positions you as an expert at solving their most critical problems. 
 
What is working for you? Are you attracting the "right" clients to your practice? If not, what is one thing you can do today to start building a thriving practice that attracts desirable and profitable clients?
 
Many times it is difficult to create a marketing plan on your own, contact me if you have questions or would like guidance on how to create your client-centered marketing plan. 
 

 

How Lawyers, Mental Health Professionals and Financial Specialists Can Thrive in a Down Economy

Last week I attended the International Academy of Collaborative Professionals forum in San Francisco and listened to an inspiring and well presented workshop on Collaborative Law. Today, I received a call from two colleagues who were going through divorce and wanted a recommendation for a lawyer, a divorce coach and a business valuation expert. The first names that came to mind were the professionals I heard speaking at the seminar.

Why did I recommend these professionals? There were two reasons:

1. They established credibility by speaking on a topic that conveyed their level of experience and competence.

2. I was reminded about who they were and the kinds of clients they helped by seeing them speak at the conference.

In a similar top of mind awareness situation, one of my clients told me they experience an increase in client calls every time they send the firm newsletter to their professional network. Another client has seen an increase in referrals from two law firms after setting up luncheon meetings. Last week, a lawyer told me his web site referrals have doubled since he has started his blog and updated his web site with client- focused articles.

Even though we are in a difficult economy, the demand for quality legal, financial and mental health professionals has not diminished. You can accelerate the growth of your practice and attract desirable clients by increasing your visibility and credibility with your target referral sources and the public.

The following are ten suggestions for staying top of mind with referral sources and prospective clients:

1. Learn and use LinkedIn to build your network and stay visible. Go to learn.linkedIn for in-depth tutorials on how to use LinkedIn

2. Read and comment on relevant blogs in your industry.

3. Commit to meeting with someone in your professional network at least once a week.

4. Start a firm newsletter and write about topics that are relevant to your target audience.

5. Write consistent press releases.

6. Speak on topics you are passionate about at conferences and events.

7. Start a blog and write about topics that reinforce your brand and are relevant to your ideal client.

8. Write one new article every month and update your web site. Recycle the article for a local magazine advertorial.

9. Join a committee, group or association and make a contribution.

10. Tweet about interesting, relevant and useful information for your target audience.

The above list is not inclusive and should be customized to your unique skills, interests and goals. The critical success factor is to select at least one strategy and implement it consistently.

Let me know what strategies you have found useful to stay top of mind with prospective clients and referral sources.
 

The Number 1 Challenge for Growing a Collaborative Practice

Last month, I conducted a survey on how to grow your Collaborative Practice. 100 people responded to the survey.

 The number one response to the question, “What is your greatest challenge for growing your Collaborative Practice?” was “Getting Clients.”

The top four challenges included:

1. Getting clients
2. Finding the time
3. Educating the public
4. Educating lawyers

Challenges about "getting clients" included:

  • Finding clients who want to engage in collaborative solutions to divorce
  • Finding clients with a mind set for collaborative divorce
  • Getting clients to choose collaborative divorce
  • Convincing clients the up- front costs are worth it.
  • Attracting clients who are willing and able to move forward with the collaborative process

How do you attract clients who want Collaborative Law to your practice?

It is far easier to build a collaborative practice by attracting clients who already have a world view consistent with the principles of Collaborative Practice than trying to “convince” someone who may not have an interest in a collaborative approach.

The first step to have a clear understanding of who your target client is and then develop a plan to consistently communicate a relevant and compelling message to your target audience.

The following are four strategies for attracting clients to your collaborative practice:

1. Define your target client. Clearly define the characteristics or your ideal client. What are their hopes, dreams, problems and fears? Think about your actual collaborative law clients. What were their goals? What was an important outcome for them in their divorce? Write down the characteristics of your ideal client.

2. Demonstrate your knowledge on how to solve your target clients problem, Leverage social media, including blogs, LinkedIn, facebook, and twitter to write about the problems and solutions for your target market. For example, if your target client is someone who has been in a long term marriage and wants to protect important relationships, write about the challenges of divorcing after 25 years of marriage and how to address those challenges. 

3. Focus your web site content on the solutions for your target client. Does your web site immediately communicate who you help and how you solve problems for the clients you want to attract to your practice? Or does it convey an all things to all people message? The more focused your message, the more successful you will be in attracting desirable clients to your practice. If you want to attract clients who value a less destructive approach to divorce, communicate this in your web site content and headlines.

4. Educate your professional network on who is your "ideal client." Let your referral sources know the characteristics of your best clients. Inform your referral sources on the client problems you excel at in solving. For example, if you are a skilled negotiator and know how to help clients avoid destruction in divorce, tell your referral sources. Convey stories about the clients you helped and the outcome of those cases.

Once you clarify your target client and create a plan to effectively communicate the solutions you offer, you will begin to attract more clients who value what you do best.

What strategies are working for you to attract clients who value Collaborative Law?

View additional articles and information on building your Collaborative Practice.