This is Part 2 of 4 in a series of Marketing Tips. While this article was written with a law practice in mind, it can easily be used for any type of business.
Tips for Marketing Your Law Practice in a Tight Economy
By Terrie S. Wheeler, MBC, founder and president of MarketYourLawPractice.com
This article, based on the Four Pillars of Marketing, is meant to remind the seasoned attorney - - and focus the newer attorney - - on what to do to develop business-even when the economy is not on your side. The Four Pillars of Marketing refer to marketing best practices you should focus your efforts around:
I. Retain and Grow Relationships with your Existing Clients and Contacts
II. Attract New Clients and Develop New Business
III. Increase Name Recognition and Awareness
IV. Create Targeted and Effective Communications
Pillar II - Develop New Business
Tip #6 - Know the Criteria for Your "Ideal" Client
When building a law practice, it is important to attract the
right kind of clients-not just clients who can pay your fees.
Think for a moment about your very best clients. Now think
of clients you wish you weren't working with. Create a list of
attributes of your best clients. What characteristics do they
have in common? How were they attracted to you? Why do
you like working with them over other clients? Make it a goal
to grow your practice by selectively adding clients you know
are a good fit - - those who meet the criteria you have
established for your "A-level clients".
Tip # 7 - Target Your Audience and Your Message
Based on the results of your A-level client criteria, identify
types of clients who utilize the best and highest use of your
knowledge and experience when you work with them. What
characteristics do they have in common (age, geographic
location, company type, industry affiliation, who referred
them to you, results you generated for them)? For each
audience group, develop messages that answer the
question, "Why should I hire YOU?" Focus your key "hire
me" messages around the value you bring to your clients,
the proven experience you have developed in certain areas,
your client's satisfaction with your work, the results you
generate, and other specific proof supporting why you are
the best choice for this type of client to hire.
Tip #8 - Focus on your Top Ten Lists
Track the logical flow of developing new business by making the process manageable. First, identify the top ten
prospective clients you would like to attract. Next, identify
your top ten current clients. Finally, identify your top ten
referral sources. You now have 30 individuals and/or
companies to focus on in 2009. Spend a few minutes putting
a plan in place to connect with each person over the next 12
months. Think of those you know in your network who might
introduce you to a key prospective client. Plan to attend an
industry event with a client or with one of your best referral
sources. Spend time with these people and focus on asking
great questions, and listening to their responses. You have
to listen for opportunities in order to turn those opportunities
into new business.
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