I didn’t learn how to build my practice in law school (or college). Or by reading books or taking courses. I learned it by observing what other lawyers were doing successfully and doing what they were doing.
I copied them, and you should do the same . Find successful lawyers and firms in your niche or market and do what they’re doing, or did.
Forget originality. You can experiment later. For now, be a copycat.
Target the same market or niche. Use the same keywords. Advertise in the same publications.
If they have a newsletter, you should, too. If they network at a certain organization or meeting, that’s where you should be. If they create videos or podcasts, you should consider doing that, too.
At least for now.
Do what they do not necessarily to compete with them but to learn from them. They’ve made some good decisions, met some of the right people, created content that brings in leads, and conducted themselves in ways that helped them attract clients and referrals.
It worked for them. There’s a good chance it will work for you.
Their success is proof that there is a viable market for the types of services you offer, and the ways you have available for offering them. So, learn from them. Study their websites. What’s on the home page? What other pages do they feature? What forms do they use? What offers do they make?
Read every page and take notes. How do they describe their services? Do they display testimonials or success stories? How many and what do they say? Do they have a slogan or catchphrase? Do they do something that makes them stand out?
Study their content. Read their articles and blog posts. Watch their videos. What topics do they write about? How often do they publish? How long is their average article or audio?
Do they use social media? Which platforms? How often do they post? What do they say, what do they offer? How do they engage with followers?
Watch what they do. Subscribe to their content, go to their seminars, read everything they write or that is written about them.
If you meet one of their former clients or employees, talk to them. See what they can tell you about what that lawyer did well and/or any mistakes they might have made.
Talk to other professionals in the market and see what they think about what that firm does or how they market their services.
You don’t need to do this for every lawyer in your niche. Just a few who are successful and consistent, a few of your so-called competitors.
So-called because you’re not going to go head-to-head against them; you’re going to do what they do, or have done, but better.
A better version of their website, ads, or articles. Make yours simpler or, if the market demands it, more comprehensive. Do the same things but more often. Add more social channels, or concentrate on one or two. Use the keywords they use but increase your bids. Run the same kinds of seminars but promote them to different lists.
What they do has worked for them and will work for you. Especially if you do them better.
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