Law Firm Marketing Plan Starts With Client Selection

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Attorney Marketing Plan Starts with Client SelectionMost attorneys do not link their law firm to their lifestyle so linking their law firm marketing to their overall life design is not even in the realm of possibility.

Before I start sounding like someone you would see on Oprah, let me explain what I am getting at:

Your work should enable you to live the kind of life you want. For example:  If you want to spend every Friday with your kids, then you should come up with a plan to be able to take Friday’s off.  If you only want to work on certain types of matters you should come up with a plan to source only the kinds of clients who have the type of work you are seeking. 
If this sounds a bit far-fetched to you, you are too close to the situation to be objective.

Take a deep breath and think about why you started your own practice (or why you assumed your current role) in the first place.

You work to live you do not live to work.

Here is how law firm marketing can help you achieve your goal of developing a practice that will fulfill your lifestyle needs:

Law firm marketing is a broad term for the systems you put in place to attract and retain clients.  As with any system, if you put garbage in, you get garbage out.  If you put nothing in, you get nothing out.

The first step in developing a law firm marketing system that will help enable you to build a fulfilling law practice is to decide who your ideal client is.

Once you have targeted the ideal client, you can then lay out the necessary steps to attract and retain the ideal client.

And herein lies the problem.

Most attorneys never get beyond this step.  Most lawyers cannot decide who their ideal client is, or should be.

Take a few minutes right now and think about the clients you have worked with over the last few years.  Who were ideal?  What qualities did they possess?  What type of matters did they bring you?  What made those matters better than others you have worked on?

Answering these questions is step one in reshaping your law firm.  You need to know who to target before you develop a law firm marketing plan to attract them.

A good law firm marketing plan starts with client selection.  If you select the right clients you will be able to develop a plan to attract them.