In marketing, there are two types of clients a lawyer can target:
- Those who are satisfied with their current lawyer or firm, or don’t have a lawyer and don’t think they need one, and
- Those who are unhappy with their current lawyer, or don’t have one and know they should.
The second type has a problem you can solve. They want to hear what you can do to help them.
Ignore the first type. They aren’t interested. They have a lawyer they like and trust and are unlikely to switch to you, no matter how much “better” you are. Or they are okay with not having an attorney and aren’t interested in finding out what could happen without one.
The first type is comfortable. The second is in pain.
Always go for the pain.
Target clients who know they have a problem and want to do something about it.
Pain doesn’t mean injury or damages, necessarily. It could also be a felt need. The estate planning client knows they are risking problems or expenses for their family if they don’t take steps to prepare for the future.
Target prospective clients who are unhappy with their current situation. They are motivated. Open to change.
That doesn’t mean you shouldn’t educate your market about what you do and how you can help them, or why you are the better option. Some of them will want to know more.
Be there when they want to know more, but don’t focus on them.
Spend most of your time (and dollars) getting in front of people who are unhappy.
