In a previous post, I said that you should always ask new clients, “How did you hear about us?” I said you should routinely ask this, conduct surveys, talk to the people who refer them, and review your traffic and stats.
Because it can tell you what’s working in your marketing, so you can repeat it and build on it and tell you what’s not working so you can stop doing it or fix it.
If you’re running lots of ads and your new clients are coming from search or referrals or something other than those ads, you can kill those ads or change them and make them work.
Did they see an article you wrote and like something you said? Find out what it was so you can write about that subject again.
Did they search for information about a problem and find your website? Did another professional or business contact tell them you have a lot of experience in their industry or did they refer you by name?
Maybe the client knows you because they hired you before, or they know you from a networking group you both belong to, or church or your kid’s school.
But while how they found you is important information, even more important is why they hired you.
Clients have lots of options. Why did they choose you?
I’ll tell you what wasn’t the reason. They didn’t hire you because your fees are lower than other lawyers. Better clients, the ones you want, generally don’t do that.
Besides, lower fees, competing on “price,” isn’t a marketing or positioning strategy I’d recommend.
So, why did they hire you?
Clients hire you instead of other lawyers because they see more value for doing that.
Something you are or do that’s different or better. Something important to them.
And, guess what? That could simply be that you know you and trust and it’s more convenient and safer to hire you than to take the time and risk of looking for someone else.
There is a reason. There’s always a reason.
Find out how they found you. And find out why they hired you.
