This article was written by David M. Ward
Marketing can get complicated. Metrics, meta-data, KPIs, keyword strategies, and so much more.
If you’re just starting to market your practice, or you like keeping things simple, there are three essential concepts you need to know:
(1) Your ideal client
Who are your ideal clients? What do they look like, where do they live or work, what are their problems (legal and otherwise), and what solutions or benefits do they need or want?
Where do you find them? How will you communicate with them? How do they typically find an attorney who does what you do?
You need to know this and be able to articulate this, especially since one of the hallmarks of an ideal client is the tendency to refer business.
(2) Why you?
Why should a client choose you instead of any other attorney?
This is your “value proposition” or Unique Selling Proposition (USP).
What do you do or offer that’s different or better? How are clients better off when they choose you?
What’s the “one thing” you want people to know and remember about you?
(3) Professional relationships
One of the best ways to grow your practice is to develop new alliances with centers of influence in your niche.
What strategic relationships do you you need to develop–for referrals, joint ventures, endorsements, introductions and information?
Look at your existing contacts. What do they do, who do they know, how do they–or can they–help you and your clients, and how can you help them?
Knowing these 3 fundamentals, and focusing on them, can go a long way towards helping you grow your practice.
The Attorney Marketing Formula shows you what to do.