Want to know the secret I teach my private clients to help them attract their ideal clients month-in-and-month-out? Honestly, it’s not so much a “secret” as it is an approach. In fact, many marketing experts can break down the first part for you:
1. Identify your ideal client. Dig deep into who they are (demographics) and the thought process involved in their buying decision (psychographics).
2. Find out where your ideal client hangs out—online and offline. Get to know what magazines they read, what websites they visit frequently, where they go for lunch, what professional associations they belong to, etc.
3. Get crystal clear on the “3:00 a.m.-stare-at-the-ceiling” problem you solve for your prospective clients and get really good at communicating how you solve it.
4. Get in front of as many of your ideal client prospects as often as possible and let them know how you can help relieve the pain of their problem in a unique way.
[For attorneys, I would apply this same formula to your best referrers: 1) Know everything about your best referrers, 2) know where they hang out, 3) know how you solve their problem (which will be different from your potential client’s problem), and 4) get in front of them and let them know how you can help in a way that is different from others.]
Seems simple, right? And it is. Until you try to apply it. That’s when all kinds of questions come up. Questions like:
1. What if I serve different populations?
2. What makes a client “ideal?”
3. How do I find out where my prospective clients (or referrers) hang out? I don’t know. That’s part of the problem.
4. I know what problem I solve, but I struggle to communicate it clearly and succinctly. Besides, I’ve heard you aren’t supposed to try to pitch at cocktail parties (to be clear, you aren’t).
5. Unique?! I’m like thousands of other lawyers!
6. Etc., etc., etc….
Confusing, I know. Of course, it only adds to the confusion when your voicemail and inbox are stuffed daily with messages from “attorney marketers” offering the best solution to help you generate leads. Amiright?!
I hear you. Because I’ve been there. And I’ve heard it from client after client over the past six years. So, I’m going to tell you what I tell them, and we are going to cut through the B.S. once and for all.
NOT ALL MARKETERS ARE EQUAL
First, “marketer” is a generic word used by many, many people to express what they do. They aren’t wrong. Exactly. But they aren’t precise either. Here is a list of some of the people who call themselves “marketers.”
o Website designers
o SEO (search engine optimization) specialists
o Google Ad Words campaign sales people
o Legal directory sales people
o Social media service providers (and there are different types)
o Print ad sales people (for magazines or print directories, for example)
o Graphic designers
o Landing page and sales funnel creators (lead generation funnels)
There are more, but you get the idea.
The thing is, the services each of these people provide are vastly different—and eventually, you may need most or, even, all of them. However, it can be really overwhelming when they, and others like them, are all coming at you in droves, telling you they have the answer to your problem of creating a consistent flow of clients into your practice.
YOUR PLAN IS YOUR SWORD AND SHIELD
Second, your plan is both your sword and your shield; it shields you from every marketing sales person who thinks his or her solution is the best solution for you and your practice, and it cuts through all the overwhelm and helps you get clarity.
Before you say “yes” to any marketing solution, you need to sit and think through the needs of your practice. In addition to the questions above, you need to consider your geographic location, the diversity of your practice, your own personality and the personality of the other rainmakers in your firm.
Planning is about thinking and making decisions about what is right for you and your practice long before anyone else walks in the door to sell you their services. This is critical, and it separates the rainmakers from the drizzlemakers.
PICK YOUR MIX
Third, pick your marketing mix. Not every marketing idea is going to be a good one for you and your business. Nor are you likely to have the resources—time and money—to execute them all. Pick a mix of online and offline activities that suit you and your firm based on the aforementioned-criteria. Educate yourself. Get really good at executing. EXECUTE LIKE YOUR BUSINESS DEPENDS ON IT
Which leads me to my secret sauce: Consistent, persistent, insistent execution of your chosen strategy.
The people who experience big ebbs and flows in their cash flow mostly struggle with consistency in execution of their chosen marketing activities. They let outside forces derail them. They let internal issues derail them. They blame other people—their team, their families, even their clients—for their
failure to execute consistently. They make excuses. They get distracted. They refuse to delegate. They cling to control. They say “I know. I know.” when, clearly, they do not.
If you are feeling cash-strapped right now, look at what you were doing 30, 60, 90 days ago. There’s your answer.
If you need help creating a custom lead-generation plan tailored to your business, and if you are finally ready, once and for all, to hold yourself accountable to the consistent, persistent execution of your plan, I may be able to help you. Schedule a discovery call with me now.
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