When you are marketing in the “cold market”–to people who don’t know you–should you market a specific legal service, your capabilities and practice areas, or yourself?

The answer is, you should market what clients want to buy.

When a prospective client has a legal problem or objective, they want (to buy) a solution to that problem or a way to achieve that objective. That’s what you should lead with and feature in your marketing.

Once you have their attention, tell them about your services, experience and capabilities, because these are the resources you use to solve their problem or deliver their objective.

But lead with benefits.

Show them you can solve, prevent, or minimize their problem. Show them they can have the “better future” they desire.

Start with why. Only then should you talk about how.

When you market to your warm market–people who already know you, clients and former clients and business contacts–things are a bit different.

You already have their attention and permission to stay in touch with them. Continue to remind them about the benefits and solutions you offer, different use cases and examples, success stories and testimonials, because they might need your help again or know someone they can refer; and also also tell them about your other services and solutions.

As you continue to stay in touch with clients and prospects and build or strengthen your relationship with them, tell them a bit less about your services and a bit more about you.

Start here: The Attorney Marketing Formula

As you refine the definition of your target market and ideal client, consider giving some attention to newbies:

• Startups
• Recently married
• Recently graduated
• New parents
• New drivers
• New in town
• New empty nesters
• First time home buyers

And so on.

3 reasons:

(1) Less competition

Many lawyers tend to seek out established businesses and people with lots of money. Newbies may not be able to pay top dollar but they are likely be an easier sale.

(2) Long-term allegiance

If you brush your teeth with a certain brand of toothpaste early in life, the odds are you’ll still buy that brand many years later. Similarly, when a client hires a lawyer, they tend to stick with that lawyer.

As their business grows or they upgrade their lifestyle, your practice can grow with them.

(3) Referrals

Newbies tend to associate with other newbies and can introduce them to you.

In the right hands, the newbie market can be extremely lucrative. Many businesses and professionals target newbies for the same reasons.

A furniture retailer may buy lists of new home buyers, for example. A Realtor may buy lists of newly married or newly divorced.

You can buy (rent) those kinds of lists, too, or run ads targeting the same markets.

You can also network with business owners and professionals who buy lists or advertise and get their referrals and/or promote each other’s business.

For more on choosing your target market, get The Formula

You’re hired. A new client has signed up and paid you and you’re ready to get to work. Before you do, you should ask them a few questions.

You probably ask, “How did you find me?” as a matter of routine. Make sure you also ask follow-up questions to get the details.

If they were referred, ask what they said to or asked the referring party, and what the referring party told them about you.

If they saw an ad, ask where they saw it, how many times they saw it before they responded, and what persuaded them to (finally) respond.

If they found your site via search, what keywords or questions did they use? What article or post on your site convinced them to call or fill out the contact form?

If they’re on your email list or follow you on social media, was there something you said that prompted them to take the next step?

If they heard you speak, read an article you wrote, or read an article about you, ask where they saw this and what impressed them the most.

Get the details. You can use this information to improve your marketing.

Yes?

But you’re not done. There’s one more question to ask the new client and it might be the most important of all.

Ask, “Why did you choose me?”

Many clients considered other lawyers before they chose you. Find out what it was about you that tipped the scale in your favor.

Was it something about your background or experience? Something on your website? A review on a third-party site?

Was it how you treated them when they called? Something you or staff said that gave them hope?

Was it how you explained their risks and options? A story you told? Was it that you weren’t pushy?

Have them fill out a questionnaire and/or ask about these things when you talk. This kind of feedback is marketing gold.

Get more referrals by telling your clients what to tell others about you. Here’s how

You don’t like marketing. You don’t want to network, build a list, write or speak or do anything on social media.

You’re willing to do something, as long as it doesn’t take a lot of time or money or require you to do anything that makes you uncomfortable.

What can you do?

Go old school, 21st century style:

(1) Set up a one-page website that identifies what you do and how to contact you.

If you want, you can add something about your experience and accomplishments (why you’re better or different), and a few FAQs.

Set this up with your name in the domain name to make it easier to remember.

The primary purpose is to give your clients and contacts a place to send people who are looking for legal help, so they know how to contact you.

(2) Stay in touch with your clients and contacts.

Periodically send letters or emails to let them know you’re still in business, when you have news (eg., you’ve moved, added a practice area, etc.), and to wish them a happy birthday or new year.

Contact them if/when it’s time for their annual review or when you want them to know about a change in the law that affects them.

Consider calling your best clients and professional contacts once in awhile, to say hello and see how they’re doing.

(3) Ask yourself, “What would Dale Carnegie do?”

Read (or re-read) How to Win Friends and Influence People and do what it says.

Say please and thank you. Use their name. Make eye contact. Listen more than you talk. Treat them like you would like to be treated.

This is how you get repeat business and referrals.

This is “old school” marketing and it still works.

If you want to grow bigger, faster, this is what you should do