We often hear complaint from attorneys who think that changing the way they do business won’t be worth it. They’ll have to learn new things, find room in their budgets, and not see any real return. None of this is true, of course; it’s just easier to make an excuse than it is to make a change.

Here three common excuses for not targeting your ideal client with your personal injury attorney marketing:

  • If I don’t sign the customers I don’t want, they’re going to go to another lawyer. If their cases won’t benefit you, why shouldn’t they go to another attorney? Your legal services shouldn’t be interchangeable with any other lawyer in town; your marketing should make clients want you in particular, rather than any available lawyer.
     
  • Targeted marketing is too slow. How many customers have you signed as clients within days of first contact? On average, it takes between 2 to 12 months after first contact with a customer to sign a contract—and very few attorneys will still be sending them information after the first few months.
     
  • The little cases will lead to that big case later on. Will they? Have you ever seen a real-world example of this happening? If you’re taking a ton of dog bite cases you don’t enjoy, are you likely to get referrals for big cases, or more dog bites? Who you serve today influences who you will serve in the future, and also affects your firm’s reputation.

The truth is that finding and targeting your ideal client will actually benefit your practice and your clients, earning you a reputation as the premier attorney in your field. To find out how to start a targeted marketing campaign, call 888-791-2150 today or download free sample chapter of our Great Legal Marketing book.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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