It all comes down this: generic marketing (which most lawyers do) vs. marketing that is customized to your target market.
Generic marketing is “one size fits all”. It focuses on the lawyer or firm, not the market or client. Because of that, their marketing tends to produce poorer results because one size does not fit all.
If you handle family law, for example, every service you offer could be (should be) packaged and presented differently for each of the different types of clients you target.
The prosperous professional fighting tooth and nail to modify a visitation order is very different from the millennial who just wants to get things over with.
Your marketing must reflect those differences.
That’s why you need to decide who you are marketing to (and who you are not) and understand what makes them tick.
What do they want? What will get their attention? What will persuade them? What type of lawyer will they relate to?
Study your target market. What are their highest values, most painful problems, and most fervent desires?
When you’ve figured that out, your marketing is much more effective.
You spend less time and less money marketing to them. Your words and examples resonate with them. You get more of them to make an appointment and more to sign up.
Because they see that you understand them.
Generic marketing is simple. But so much less effective. Everyone hears the same message, and most people tune you out.
You have to work harder and spend more time and more money getting your message out into the world. You have to make sure your fees are “competitive” because the clients you’re likely to attract are comparing your “offer” to everyone else’s.
If you want your marketing to be more effective, if you want to get a higher percentage of people saying yes and paying more, don’t focus on your marketing, focus on your market.
As a friend of mine puts it, “Go so deep into a single niche that you know your customers [he advises businesses] better than they know themselves.”
I show you how to do that in my email marketing course
