I saw a story that said that half of American adults can’t afford to write a $500 check, which is why they finance purchases like a new phone. If this is true, what does that mean for the attorney who wants to sell them his or her services?
Should they cut their fees?
No. They shouldn’t do that. That’s a recipe guaranteed to leave a bitter taste in their mouth.
What then?
Should they accept credit cards and offer payment plans?
Should they break up their services into smaller packages that more people can afford?
Should they target businesses instead of consumers?
Or should focus their marketing efforts on the half of the market that can write a check and not worry about the ones who can’t?
The answer is, they should consider all of the above. They are all reasonable strategies.
What they shouldn’t do is ignore everything and do nothing. They should research their target markets, look at what other lawyers are doing, and try new things, and they should continue trying new things until they find the right combination.
And then they should look for ways to improve their results, and never stop looking.
There are more than enough clients out there who can make you rich many times over. They need you, they can afford you, and they will hire you. But only if they can find you and your message is the one they want to hear.
Being a good attorney isn’t enough. Your reputation will only carry you so far. You run a business and your business needs marketing to survive and thrive.
Start with this
