Reverse marketing


When I opened my practice, I looked at my skill set and experience, choose services to offer, and went looking for clients who needed those services. 

That’s how most lawyers (and businesses) do it. It’s also why they struggle. 

It’s much easier and more effective to do things in reverse. 

What I should have done (and eventually did) is to first choose the clients and market I wanted to serve, and only then choose services to offer them. It’s more efficient that way and much more likely to be successful. 

For one thing, you don’t have to hold yourself out to “everyone” and let “everyone” decide if what you do is right for them. Knowing what types of clients and markets you want to work with, you can (and should) tailor your marketing to the specific needs and wants of those clients and markets. 

Do you want to work with small businesses and professionals, big businesses, or consumers? Which industry, market, or niche? 

Do you want to work with clients who want premium service and will pay more to get it, or clients who want low cost, no frills services?

Do you want to work with clients who have lots of legal needs or clients with fewer but bigger matters? 

Figure this out first and then figure out what to offer them and how to package and promote it. 

You’ll have a lot less marketing overhead, a lot less competition, and a much higher “closing” ratio. You’ll also attract more word-of-mouth and referrals and build a much more lucrative practice. 

Use your existing “best” clients and markets and create a profile. Based on that, create content for your website, blog, or social channels, and marketing documents and offers, with examples, stories, and industry-specific language that will resonate with the people in that market.  

You’ll attract clients that are a good fit for you, and “weed out” clients who aren’t.  

You’ll also attract more referral sources and opportunities (speaking, networking, writing, joint ventures) who see you as a good fit for them and/or their clients. 

Market in reverse. Life will be good.

How to choose your ideal client and target market