When starting a law firm or trying to expand, it is tempting to be all things to all potential clients. The problem with that approach is that there are literally thousands of businesses that compete with your business.
More importantly, the average person sees and hears thousands of different advertisements everyday. This means that you can’t try and be all things to all people as you will get lost in the crowd.
Who is your ideal client?
Before you start to consider how to find your ideal client, you need to figure out who the ideal client is for your services. You need to build your ideal client avatar first so that you can figure out how you are going to find more of them for your business.
The best way to start is to think of a client or clients who you love working with now, who follows your advice, pays your bills and has work that interests you.
Then consider the following related to that client:
• Their name
• How old are they?
• What is their gender?
• Are they married, in a relationship, do they have children, are those children in school?
• What is their occupation? Or what business do they operate?
• What is their income?
• Where do they eat?
• What do they do for fun?
• Where do they go on holiday?
• What are their favourite books, music, TV shows?
• What magazines and papers do they read?
• What social media do they engage in?
• What podcasts/blogs do they follow?
• What is their favourite YouTube channel?
• What do they search for on Google?
• What do they do with their free time?
• Are they members of clubs or organisations? If so, what are they?
• What conferences and events do they go to?
• What luxuries, pleasures do they indulge in and enjoy?
• Who are they fans of? (i.e. professionals, sporting teams, public figures)
• What is their level of commitment to solving their problems?
• What is their level of commitment to achieving their goals?
You are probably thinking that you have no idea on some of these points. They only way to find out this information is to sit down with an example of your ideal client and ask them these questions. This is a useful exercise to then write an avatar for your ideal client.
Using that client avatar to find our client
Once you have your avatar, then you need to consider how you are going to find more people like your ideal client.
The purpose of the exercise is to look for areas where you can advertise to your ideal client and reach them where your competitors cannot.
For instance, if you find out that your ideal clients are property developers who love European sports cars you may look at advertising with a local club. If your ideal clients love to learn and educate themselves, then you should look at offering them more presentations and information.
There are many ways to be right in the search for your ideal client, and you need to determine who they are and then work on finding them. That way you will not get lost in the crowd of competitors and other advertisements that distract all of us.
Jeremy Streten is a lawyer and the author of the amazon best seller “The Business Legal Lifecycle”, which is designed to help business owners understand what they are doing in their business from a legal perspective and give them a plan for the future.