Chances are, if you are investigating new and improved marketing strategies for your small law firm, at least somewhere in the back of your mind you know that things could be better. Maybe you are happy with the state your practice is in, but you aren’t getting enough clients. Maybe you’re getting enough clients, but the casework they need you to do doesn’t feel right.
Is the only question you’re getting asked by prospects “how much do you charge for your services? Then you are right to suspect your firm isn’t living up to its full potential.
The Pareto principle is also known as the 80/20 rule. It means that for much of what we deal with on a day-to-day basis, 80 percent of the results come from 20 percent of the causes.
We’ve all heard the adage, “80 percent of your sales come from 20 percent of your customers.” The 80/20 rule doesn’t just apply to your profits, however; it also applies to every other aspect of your practice:
- 80 percent of your frustration comes from 20 percent of your clients.
- 80 percent of your return comes from 20 percent of your clients.
- 80 percent of your caseload comes from 20 percent of your marketing.
- 80 percent of your satisfaction comes from 20 percent of your efforts.
If you feel like you are spending 80 percent of your time unsatisfied and stressed out by the type of casework your firm has been getting, it might be time to rethink what kind of effort you are putting in on the other side. The idea isn’t further broaden the range of services your practice provides; doing that will draw in even less of the sort of cases you’d like to be getting. Ask yourself:
- In what practice area am I getting the best clients?
- Where is my firm making the most money?
- What kind of casework do I enjoy most?
- What kinds of clients do I genuinely enjoy helping?
- What kinds of casework and clients fill me with dread?
Once you’ve evaluated the current state of your firm according to these questions, you can begin to focus in on the practice areas you want to ground yourself in on: instead of just listing off an overwhelming itinerary of practice areas in the Yellow Pages, you can cultivate the practice areas that matter to you most.
If you want a greater return, you need to retool the image of your firm to target the sort of clients that have generally provided your firm with the best return, both financially and in less tangible ways.
If you’re ready to take your personal injury attorney marketing to the next level, talk to one of the pros at Great Legal Marketing. We provide training and lawyer marketing strategies that will help get your small law firm advertising campaign on the map. Call us today at (703) 591-9829.
We have a full range of FREE advertising resources at our website. Be sure to find your full chapter preview of The Great Legal Marketing Book by attorney marketing expert Ben Glass, and start realizing the advantages of better attorney marketing techniques today!