We’re mouthpieces. Clients pay us to advocate their position. We don’t have to believe in what our client wants, or like them personally, we do their bidding. Kinda like the world’s oldest profession.
Now, now, don’t get your panties in a festival. I’m being real here. We don’t care if our client is ugly or smells bad, we only care if the check clears. We do our jobs. If we don’t, we’re out of business. Besides, if we don’t do it, some other shyster will, so all our righteous indignation and standing on principle is for naught.
At least that’s what some people think.
The truth is, we can decide who we will and won’t represent. We don’t have to represent anyone who shakes a bag of money in our face. We can refuse to take cases and causes we don’t believe in or represent any client who needs our help. And we can make a fine living doing it.
But I don’t want to talk about policy or the image of the profession. I want to talk about marketing.
At some point, you should have written a description of your ideal client. (If you have not and you need help doing so, get The Attorney Marketing Formula.)
Once you have decided on your ideal client. . . Don’t keep it a secret.
Tell people what kinds of clients you want to work with. Publish this on your website. Let everyone know.
Practice areas are easy: here’s what I do, here’s what I don’t do. (But I know a lot of other lawyers, so if you have X problem, give me a holler and I’ll introduce you to a lawyer who can help.)
What’s more challenging is describing clients by industry or demographics.
You represent only men or only women, only landlords or only tenants. You represent clients in certain industries or of a certain size or market sector.
“Yeah, but if I declare to the world that I represent clients in the automotive industry, I won’t get hired by clients who manufacture appliances.”
What you have to realize is that this is a good thing.
You may not get appliance manufacturers, but you’ll get more from the auto industry. They will be attracted to you because they see you are dedicated to serving them. They’ll see that you understand their needs and speak their language. You have helped others like them, so it’s obvious that you can help them, too.
We may be the world’s second oldest profession, but this doesn’t mean we have to represent everyone who can pay.
Specialize in the clients you represent. And don’t be afraid to announce it.
Choose a target market. If you don’t know who to choose, choose anyone. Jim Rohn said, “It doesn’t matter which side of the fence you get off on sometimes. What matters most is getting off. You cannot make progress without making decisions.”
On the great road of life (or business), some choose the left side, some choose the right side, and both can do well. The ones who stay in the middle of the road are the ones who usually get run over.
This will help you choose your ideal client and target market.Â
