A picture of two attorneys. The first attorney works hard at marketing. They talk to a lot of people, share good content on a blog or in a newsletter or on social media, advertise or network to meet more people in their niche or market, and continually build their list of prospective clients, subscribers, and business contacts.
Prospective clients call, follow their posts, read their articles, opt-in, respond to their ads, make appointments, and the attorney gets new clients.
Unfortunately, those prospective clients don’t always hire them, or don’t have a lot of work for them, or can’t pay for the work they need done.
The first attorney makes a living but, sometimes, only just.
The second attorney also talks to a lot of people, shares content, builds their list, gets calls and regularly speaks with prospective clients, but unlike the first attorney, a high percentage of those prospective clients are glad they found them and glad to hire them. They have lots of work for the attorney, liberally provide referrals and introductions, and willingly pays the higher fees the attorney deserves.
The first attorney gets clients from their marketing. The second attorney gets more clients from the same effort and they are usually “better” clients.
What’s the difference? Why does one attorney get better results from their marketing?
One reason? The first attorney “chases” clients and the second attorney “attracts” them.
If you want to get better clients and better results with your marketing, never chase clients. Make them come to you.
How do you do that?
Mostly, by believing you can. You’re very good at what you do, one of the best, and you can get most or all of your business from clients who seek you out and ask you to represent them.
That belief gives you the posture you need to attract those clients.
Marketing isn’t just about what you do, but how you do it. How you do it comes from belief in yourself. Even if you aren’t the best, you conduct yourself like you are.
In your content marketing, you provide helpful information and (gently, not urgently) invite them to get more. You give them examples of the kinds of work you do and problems you solve, show them (not tell them) you’re good at your job, and tell them what to do to get that additional information or take the next step.
Clients are more likely to believe in you when they see that you believe in yourself. You are confident. Calm, cool, collected. The successful professional in demand by others.
That means you don’t “warn” them or use emotional appeals or “fear of loss” more than is appropriate. You don’t push them. You give them the facts, show them what you have done for others, and let them decide to move forward or not.
You attract clients by inviting them to look at information, ask questions, and raise their hand if they want to take the next step. You follow-up regularly, with additional information and new success stories. You stay in touch with clients and prospects and professional contacts, even though you’re busy (and want them to know that). You are successful, in demand, and don’t need more clients, but for the right one, you’ll consider it.
That’s posture.
In a nutshell, clients want to hire the attorney who can help them but might not be available.
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