Lawyer Marketing Starts With Target Market Selection
Most lawyers don’t give marketing too much thought. Networking at an event, printing up some brochures, handing out business cards and a setting up a website are what passes for lawyer marketing these days. Of course these ARE marketing tactics but there is more to business development than dropping a pile of brochures in the waiting room of the office and waiting for the phone to ring.
The first point of marketing strategy a lawyer must tackle is selection of the ideal person he would like to engage as his client. Initially this will sound odd to most attorneys. After all, isn’t EVERYONE in your target market?
The personal injury attorney thinks anyone can be in an accident. The criminal defense attorney thinks anyone can get into trouble (or be misunderstood) the divorce attorney thinks anyone can get divorced. The list continues on and on.
In truth, those people are all correct. Many legal matters can apply to the general public. But marketing to the public at large is costly and wasteful. The REAL market for these attorneys is someone who not only has realized he needs a lawyer, but it is someone who is looking for a lawyer.
So the personal injury attorney needs to meet someone who has been injured due to the negligence of others and wants justice. The criminal attorney wants to meet the person who has made a mistake and wants the best defense possible, regardless of cost. The divorce attorney wants to meet the individual who just can’t take another day with his/her spouse. The potential clients are looking for a lawyer to help them, NOW.
This is where lawyer marketing begins. The strategic component of targeting clients who are looking for an attorney who focuses specifically on the type of problem they can solve. This is a great deal of work. This means that the attorney must look for commonality in the clients that he has worked with over the years. Age, occupation, geographic location can all be factors. Past behavior, membership in specific groups and spending patterns can also offer clues. Understanding how your potential clients think will help you understand where to find them.
Good lawyer marketing begins with understanding as much as possible about your prospective client. Knowing your target market will not only prevent unnecessary spending it will help you find good clients who understand the value you provide. Get inside your clients’ mind to learn where to find them.
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