There are a lot of ways to go wrong in your marketing. Here are just a few:

• Wasting time or money on strategies that aren’t working
• Shotgun marketing: trying to sell everything, e.g., all of your services, to everyone at the same time
• Not pre-qualifying prospective clients
• Chasing instead of attracting
• Not using a “call-to-action” (telling prospects what to do)
• Not differentiating yourself from other lawyers
• Not following up with prospects
• Not building a list
• Not staying in touch with former clients

These can all cost you clients and hurt your bottom line.

The biggest sin in marketing, however, is being boring.

People won’t read boring articles. They won’t watch boring videos or listen to boring podcasts. They won’t follow boring people on social media.

You might get your marketing message in front of a lot of people who need your help or who can refer people who do, and get nowhere because they never read or relate to your message.

If you want people to hire you or build a relationship with you, you’ve got to get and keep their interest.

Fortunately, this isn’t difficult to do.

It starts with researching the people you want to attract.

Study their market or industry, their problems and desires, so you can show them you understand them and what they want or need, and are uniquely qualified to help them get it.

How to research your target market and ideal client