Not all clients are alike


You have older clients and younger clients, clients who speak a second language and clients who speak another second language, wealthy clients and middle-class clients, business clients and consumer clients, and different clients for each of your different services.

Each group of clients is different. They need different services, they want different benefits, and they will respond to different offers.

They don’t read the same books or blogs, listen to the same stations or watch the same channels. They live in different parts of town and hang out with different people. They patronize different businesses, insurance and real estate agents, and tax professionals.

Some have to use a credit card or dip into savings to pay your fee. Some can write you a check. Some need lots of legal help, some might not need you ever again.

The point? You need a different strategy for each type of client, each market segment and each service you offer.

Go through your client list for the last few years and look for patterns. Create a profile of your ideal client for each service, for each market segment.

Then, when you write to them or speak to them, when you do a presentation for them, share content with them or advertise to them, you can tailor it to them. Use words and examples that resonate with them. Use stories of clients like them who have had similar issues and benefited by hiring you.

A lot of work? Yes. But it might allow you to double your income, lower your marketing costs, and bring in a better crop of clients.

This will help

If you like the information on this site, you'll love my free daily newsletter, "The Prosperous Lawyer," Sign up right here and get my free report, "Marketing for Lawyers Who Hate Marketing: How to Build a Successful Law Practice Without Networking, Blogging, Facebook or Twitter"