When was the last time you had a mind meld with your clients? And by that I mean, when did you spend time studying your target market and ideal client?
To learn what they want, how they think, and what they already know?
Do you know what they read? Who they listen to? What ideas are roaming around in their head? Do you know how they talk? Are you up-to-date with the legal and non-legal issues in their industry or market?
I ask this because understanding your client is the single most important element in your marketing, and most attorneys spend very little time studying their market and the people in it.
But you should.
It will make your marketing more effective, by allowing you to show your clients, prospects, subscribers and followers, that you understand them.
Other lawyers show them they know the law and can provide solutions to their problems. When you show prospective clients you understand their market, and them, they don’t have to be convinced you can help them, they know it.
When you tell them something, they’re less likely to doubt it. When you offer them something, they’re more likely to accept it. When you ask for their help, they are more likely to comply because they know, like, and trust you and want to help you.
They’re also more likely to forgive your errors and omissions, less likely to stray, and less likely to second-guess your judgment or your bill.
Knowing your market also makes your marketing easier. In a few minutes, you can dash off a short email or blog post, for example, without having to figure out what to say or how to say it–you already know.
Knowing your market also helps you develop deeper relationships with the professionals and advisors in that market. When they know someone who needs an attorney, they’ll be more likely to give you the referral.
So, what are you waiting for? Start (or re-start) studying your market. The first step is to write down what you know about your target market and ideal client.
Then, start asking questions and getting some answers.
This will help.
