Why do clients choose you instead of any other attorney? You need to know.
What’s important to them? Why did they search and find your listing or profile? Why did they hire you?
In short, what is their motivation?
The more you know about their motivation, the better able you’ll be to improve your marketing message and appeal to your ideal client.
Fortunately, you can figure out most of this out by asking just three questions:
- What outcomes are prospective clients looking for?
- What is their top priority in choosing an attorney or firm? (Experience, size, resources, accomplishments, location, recommendation or referral, fees, etc.)
- Have they hired attorneys before and what was their experience with them?
Talk to or survey current and former clients and ask them. When a prospect contacts you, see if you can deduce the answers to these questions through their questions and comments, or just ask them.
Demographics (age range, location, income level, etc.) can help you target the right prospects (and avoid the wrong ones). But to get those prospects to call, make and keep an appointment, and hire you, you need to know their motivation.
The Attorney Marketing Formula
