Some clients are better (for you) than others. At a minimum, the best clients (for you) have a large quantity of legal needs and wants that align with the services and benefits you offer, and the ability and willingness to pay for them.
Agreed?
Can we also agree that it’s better to attract these clients, meaning they find you and hire you, rather than you having to find them and convince them to hire you?
Of course.
So, how do you do that?
Lots of marketing-related activities can lead to that outcome, but in my book, here are the top four (in reverse order):
The fourth best way to attract your best clients is currently referred to as “content marketing”. It means showing your work—demonstrating your knowledge and abilities and successes, along with a taste of your style and personality, where prospective clients will see it.
You do that through a newsletter or blog, videos or a podcast, websites, articles, live presentations or workshops, and the list goes on.
And yes, this also includes advertising, and other paid media.
You have lots of options, and many of them are an effective way to bring in business. But for attracting your best clients, there’s something better.
The third-best way is to meet and talk to prospective clients.
Networking, lunches, and coffees, for example, let you speak with potential clients, learn about them and what they need or want, so you can give them personalized advice or suggestions about what they need and how you can help them. Of course, it also gives them the opportunity to get to know you and sell themselves on hiring you.
Call these informal, free consultations. You can also do them formally, of course.
Onto the second-best way to attract your best clients: referrals.
Referrals from people who have already hired you and were happy with your services, and referrals from other professionals and centers of influence whose clients or customers or business contacts have hired you and been happy with your work. They’ve seen you deliver, or heard from people they trust that you’re good at what you do.
Referrals are about as good as it gets when it comes to attracting the right clients. But there’s something even better and it’s number one on our list.
It also happens to be the easiest on this list.
Number one on the list of ways to attract your best clients is staying in touch with your former clients.
They hired you once; they will almost certainly hire you again. But you may need to remind them you’re still in business and still available to help them, and that they might still need your services.
Easy to do.
Stay in touch with everyone who has ever hired you, or referred clients to you, and you will be almost certain to get more repeat business and referrals.
You don’t have to go looking for it. Just stay in their minds and mailboxes and be there when they call.
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