They say that lawyers make the worst clients in the same way that physicians make the worst patients. They know too much and have their own ways of doing things. They second guess everything and often don’t follow your advice. And when something goes wrong, guess who they blame?
It’s all ego, and if you’ve ever had a lawyer for a client, there’s a good chance you swore you would never do that again.
As someone who consults with lawyers, I feel your pain. So why do I continue to target them (you)?
- Because there’s a huge need, given that so many lawyers aren’t good at marketing but realize they need to do it
- Because lawyers have money and can afford to hire me and buy my stuff
- Because marketing to lawyers is easier, more effective, and less expensive/time-consuming than it would be if I offered my products and services to everyone who wants to get more clients or customers and increase their income.
For those reasons and others, I suggest you consider targeting lawyers in your marketing.
Think about it:
- Lawyers have stressful lives. According to Bar studies, they have a higher incidence of problems with drugs and alcohol. I don’t know if that means they are statistically more likely to get charged with DUI (et. al.), file for divorce, or break up with their partners, but if they do, they have the money to hire you and much more at stake if they don’t.
- In tort matters, a lawyer’s loss-of-earning claim and disability claim tends to be bigger.
- Lawyers buy real estate and invest and understand the need for legal advice and representation in matters outside their area of competence.
- They have clients they can refer to you. And what a powerful referral it is when a lawyer can tell their clients that they have hired you themselves.
- They know other lawyers they can introduce to you.
- They are influential in their target markets and communities, which means they can open doors for you, endorse you, and otherwise help your practice grow.
- Marketing is easier because when they need a lawyer, a lawyer usually prefers to hire someone like you who is not only a lawyer yourself but specializes in representing lawyers.
- Marketing is more effective because you don’t have to network everywhere, write for everyone, or advertise to every type of prospective client, you can focus your efforts on attracting lawyers.
- Marketing is also more effective because your marketing message can be tailored to your specific target market. Testimonials, endorsements, are reviews from other lawyers are more compelling.
If you handle “delicate” matters, e.g., criminal, bankruptcy, legal ethics violations, etc., lawyers probably don’t want the world to know they have hired you themselves. But that’s where having lawyers for clients is a decided advantage for you over having non-lawyers as clients.
Think about it. Your lawyer-clients have a built-in excuse for “knowing” you. You’re a colleague. They don’t have to tell anyone they hired you themselves, and they know you are constrained by law not to let that particular cat out of the bag.
How to choose your ideal client and target market
