You’ve probably read the term “ideal client” before. It’s all very well to say which clients you would want to take on, but is there really a way to get these ideal cases to walk through your door?

The answer is yes—if you know how to begin your client-specific legal marketing campaign.

Imagine you are a director casting a lead role in your film. Your website is inviting anyone to audition—but the role won’t be a perfect fit for all of them: for instance, a woman injured in a car accident is unlikely to hire your divorce attorneys. So how can you narrow down your casting call to get the best prospects for the role?

  • Age. How old is your client? Is he college educated, or did he start work out of high school? The answers to these questions will set the conversational tone of your text.
  • Employment. Where does your client work? Is he worried that he will be fired if he reports an unfair practice? Is your client a newly hired worker, or has she been there for years? Has she been taken advantage of by her employer, or sexually harassed by another employee?
  • Family. Now that you have gotten to know your ideal client you can address his or her specific concerns. Is he a retired industrial worker who has been denied benefits, or she a working mother who needs her alimony payments to support her children?

The point of finding your ideal client is that it enables you to reach out to them: to address what they’re worried about and what they’re thinking about. In this way, the customers will feel as if they already know you—and that you are the only one who knows what they are going through.

For more insider tips, call 703-591-9829 today to join our 2012 Great Legal Marketing seminar.

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