The Key to Getting Better Clients and Cases for Your Solo Law Firm
How much stress and anxiety do you have in your life that is caused by bad clients? You know, the unreasonable ones, the demanding ones, the ones that are never satisfied and are always complaining? Are you tired of talking to tire kickers and people who aren’t ready to hire you? How often have you heard the saying: The practice of law would be great, if it weren’t for the clients?
Imagine what your life, and your practice, would be like if you just represented your ideal clients?
Well, the bad news is: your marketing is attracting those bad clients, bad cases, and tire kickers. The good news, though, is that there is something you can do about it.
Find Your Ideal Client Before Writing Web Content
Before you set out to write one word of content for your web site, you need to have a very clear idea of who you are writing for. Who is your audience? Who is your perfect client? One of the biggest mistakes that salesmen make is that they try to sell to everyone. Every person they meet is a potential buyer. However, that is not the case at all.
If you try to sell to everyone, I guarantee that you will waste a good bit of time. Why? Because you will spend time talking to the tire kickers, the difficult people, the ones that are never going to hire you (or can’t afford to hire you). The most efficient use of your time is to talk to the people who:
- Already know that they need your services
- See the value of it for the price you charge
- Can afford to pay for it
- Are already ready to hire you?
By having clarity on who your ideal client is and writing content to attract them, you will also repel the, shall we say, “less than ideal” client. This is the best, and most efficient, use of your time.
But who is your ideal client?
Getting clarity and focus on this is more involved than you think. I was coaching a personal injury attorney a while back, and I asked him: Who is your ideal client? He responded: Someone who’s been in a car accident! I said, really? Are you sure? I asked him (and he answered):
- Do you want the driver who rear ended someone? (No, because he is the party who is liable for the accident)
- Do you want the driver who got into an accident, but only sustained some cuts and bruises? (No, because he doesn’t have significant injuries, and his damages would be next to nothing, if any at all)
- Do you want the driver who was hit by someone who has lousy auto coverage, or no coverage at all? (No, because neither my client nor I will get paid or only be paid a fraction of the actual damages)
All of those people were in car accidents, but not all of them were his ideal client, and all it took was asking those three questions. He knew then that he had some thinking to do.
But It Doesn’t Stop There!
But he still needed to drill down further to get even more specific as to his “avatar client.” Those first three questions just scratched the surface. Digging further would mean asking questions like:
- Is he/she married? Does the spouse depend on the potential client’s income?
- Are there children he/she supports?
- Does he/she have a high salary job that would require a large income replacement portion of a recovery, whether temporary or permanent?
- Was he/she a passenger in the vehicle?
The list of questions goes on, but you get the idea.
The more you drill down, the more information you have that can drive your marketing. A potential client should check all of the boxes on your list (or at least 80% of them) to produce leads that will result in greater growth and income in a shorter period of time because you are not wasting time sifting through the bad leads.
Discover the System for Getting Clarity
One of the things I do for my clients is lead them through an exercise that helps them to get clarity on who their ideal/avatar client is, as well as get them the key words and language to use in their content that will both attract the good clients and repel the bad ones.
Want to benefit from this exercise, accelerate the process, and get you writing better content for your web site? Then download my Marketing Clarity Kit and get started. You can even click here to schedule a free coaching call for me to walk you through your first one to get you started!
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