I found a book yesterday which purported to be about marketing for attorneys. I didn’t buy it.
I didn’t buy it because the author isn’t an attorney, nor is she a marketing expert, for attorneys or anyone else. According to her bio, she’s a freelance writer. Nothing against freelance writers, but given the choice, attorneys prefer to learn from an attorney who built a successful practice, a marketing consultant for attorneys, or ideally, from someone who is both.
Someone like me, for example.
Because of my background and experience, attorneys prefer to buy my books and courses instead of those written by people with generalized marketing experience, or no marketing experience. They’ll pay more, too, because I’m worth more. At least to them.
We speak the same language. We understand each other. You don’t have to explain your situation, I’ve know it, either because I’ve lived it or because I’ve helped others in that situation.
By contrast, the aforesaid writer doesn’t have that connection. In her book description, she reveals that failing when she says, “. . . in your attorney business,” instead of in your firm or practice.
Nuff said.
This is why I preach to you about niche marketing. Your task in marketing your services is to show prospective clients, and the people who can refer them, that you are the best lawyer for the job. The simplest way to do that is to show them that you are the closest match to what they need and want, by virtue of your experience in helping other clients like them.
If a real estate investor is looking for an estate planning attorney and learns that you do estate planning exclusively and represent hundreds of real estate investors, he is more likely to choose you instead of another lawyer, and more likely to pay your well-deserved higher fee.
The key to attracting high-value clients is focus. Stop trying to be all things to all people. Put away your marketing shotgun and get out your marketing rifle.
How to get focused and attract your ideal clients
