The simplest way to beat your competition


You’ve heard me pound on the importance of creating a profile of your ideal client. I hope you have files set up for notes, ideas, articles, lists of key websites and blogs, sample emails, and everything else there is to know about them and their world.

Because the more you know about your ideal client, the easier it will be to attract them and show them why they should hire you instead of any other lawyer.

Your file should include information about their background, problems, and goals. It should detail their likely legal issues and the circumstances that precede them. It should note the books and magazines and blogs they read and where they network or hang out online.

You should become an expert on your ideal client and know more about them than any other attorney in your market. When you do, you’ll be able to write to and speak to them using examples, terminology, and stories that resonate with them and show them that you have helped many others like them.

It’s the simplest way to beat your competition.

If you have more than one practice area, you should do the same thing for your ideal client in each practice area. Marketing a divorce practice is very different from marketing a personal injury practice.

You should also set up research files about your referral sources.

This takes time but it makes marketing easier and more effective. Your superior knowledge can help you dominate your niche. Your ideal clients will see you as the best choice. They’ll pay you higher fees, stay with you longer, and recommend you to others.

On the other hand, if you don’t have this knowledge and aren’t aligned with your ideal client, your marketing will be unfocused and look like every other lawyer’s marketing. Instead of creating content that speaks to your ideal client and the people who can refer them, you’ll create generic content that speaks to nobody. Instead of seeking out and networking with the people you want to work with, you’ll waste your time networking with “anyone”.

Jim Rohn said, “If you want to be successful, study success.” I say, “If you want to attract your ideal client, study your ideal client–and the people who can refer them.”

This will help you create a profile of your ideal client