Can Lawyers Really Choose Their Clients?

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Legal Marketing Helps You Say No to Bad ClientsOne of the biggest benefits to a great legal marketing plan is having the ability to pick and choose your clients.  Few lawyers think about this.  If someone walks in the door, and they seem demanding or they seem like they are holding back, or even worse, they are abusive to your staff, what do you typically do?

If the answer is:  “Deal with it and cash the check” you have a marketing problem.

One of the true benefits of legal marketing is being able to develop business at will.  If you have the right systems in place, you should have a constant flow of leads to your law firm.

Here are some things to think about if you want to be one of those lawyers who choose their clients:

Frequency

You need to have your marketing message constantly in front of your target audience and/or referral sources.  If you only write one article each month and you only speak to groups of prospective clients once a year and you only attend networking events every-so-often, you cannot choose your clients.

Diversity

Along those same lines, if you only use one form of media you cannot choose your clients.  Lawyer blogs are everywhere.  If you are a blogger, that’s great.  If you update your blog every day, that’s fantastic.  If that’s all you do, you’re screwed.

Spice it up a little.

Quality of Content

It’s not enough to market frequently and to use multiple marketing methods, you also have to provide great quality content to your audience.  If you don’t, nobody will be interested in hearing what you have to say.  But more importantly, they won’t think you are good enough to hire.

Creating high quality content is essential for great legal marketing.

Ability to Say “No”

You need to be able to say “NO” when you spot a client that it not a good fit for your law firm.  Have some unbreakable rules.

Want an example?

One of my unbreakable rules is that I will not work with anyone who is abusive to my staff.  I don’t care how much money they have and I don’t care who they are, if they cannot extend some common courtesy to my team, they need to go.

The next time you find yourself taking money from a client who makes your skin crawl, remember that you put yourself in this situation.  Ramp up your marketing now so you can be a lawyer who chooses his clients.

Here are three more articles you must see and read:

You Fee is Too Low

The title really says it all.  You need to raise your fees.  You should be embarrassed by how low your fee is.

Five Qualities of Successful Lawyers

How many of these qualities do you possess?  You need to read the article to find the qualities.  I think you will be pleasantly surprised.

Rejection Armor

If you want to control your destiny you need to get used to rejection.  It comes from every angle.  Eventually it will motivate you, if you have thick skin. Here’s how to develop that.