Attraction marketing


The best way to find prospects is to get them to find you. You don’t want to chase people and they don’t want to be chased. So don’t do it. Because it looks to prospective clients as bad as it feels to you.

How do you do attraction marketing? By making yourself and your solutions attractive to prospective clients. 

You do that with:

  1. An effective website. It doesn’t have to be complicated (or expensive), it just needs to do a good job of telling people about you, what you do and how you help people. Include a form that allows visitors to request an appointment or get more information, and/or sign up for your newsletter.
  2. Content. Educate your market about their problems and available solutions. Tell them their risks and options. Share examples and stories to illustrate and inspire people to see that you are the best choice for them.
  3. Referrals. Equip your clients and contacts with information about your services, how to recognize your ideal client, and how to make an effective referral. Keep them informed about new content on your or blog and other channels, so they can share this with people they know who might like to see it.
  4. Staying in touch. You don’t lose posture by continuing to contact people who know, like, and trust you because they hired you or connected with you in the past, as long as you have their permission. If you continue to share valuable or interesting information, and remind them about what you can do to help them and the people they know, they will appreciate you and tell others.

These are the primary sources of new clients for many attorneys and they can be for you. Done well, they not only allow you to maintain “attractive” posture, they are likely to enhance it.  

Yes, you can also advertise, network, do public speaking, conduct seminars, write articles, and do other things to market your services, without chasing anyone. But you may not need to.

Isn’t that refreshing?


Make them come to you


You’ve heard it before—don’t chase clients. Because it looks bad (and feels bad) and usually pushes cliens away because you look needy and unsuccessful. 

Clients want to hire successful lawyers, and if you’re chasing, that’s not you. 

Something else, when they chase you, they’re usually willing to pay more to work with you. 

So don’t chase, make them come to you. 

How? What marketing strategies are best for attracting clients? 

First (by a long shot) are referrals. When clients and professionals and business contacts recommend you, it is the ultimate affirmation of your success. They know you. They’ve seen your work. And their recommendations make their referrals easier to sign up. 

You also tend to get better clients and bigger cases through referrals than any other marketing method.

On the other hand, you can’t scale as quickly as you might like via referrals, which leads to my second recommendation—advertising. 

Surprised? Don’t be. Advertising allows you to maintain posture.

You’re not chasing anyone because you’re not talking to anyone—until they decide they like what they see and want to talk to you. 

Yep, they come to you. 

And advertising scales. And can pay for itself. When you have an ad (or campaign) that works, you can run more ads in more places. You can run bigger ads and run them more often. And bid on more competitive keywords. 

You don’t have to advertise your services directly if that’s not something you want to (or are allowed to) do. You can advertise your book or report, your channel or blog, your seminar, or anything else that gets your name and offer in front of prospective clients and the people who can refer them.

They see, they like, they come to you.

The third way to get clients to come to you is through content marketing. 

You share information about the law, explain problems and solutions, and show people what’s possible, and in doing that, those people see that you know what you’re doing and become interested in learning more about how you can help them.

They come to you. 

You can do content marketing via a blog, newsletter, podcast, video channel, or by being interviewed on someone else’s channel or for their newsletter. You can speak at industry events, conduct seminars, network with people in your target market, or offer your content via social media. 

Or through advertising. 

Referrals, advertising, and content marketing. Three proven strategies for making clients come to you. 


How to attract new clients


So, you want to know how to attract new clients? Well, you can’t merely offer services people need and are willing to pay for. That just gets you in the running, along with legions of other lawyers who offer the same services. If you want to attract new clients, you need to be attractive.

You. Personally. Because people hire lawyers, not law firms.

People meet you at networking events, not your firm. They hear you speak, not your firm. They read something you wrote, not something written by your firm. And when they they give referrals, they say, “call my lawyer,” not, “call my law firm”.

One way to be attractive is to show people an advantage to choosing you. Show them how you are better or different. Show them benefits they get hiring you that other lawyers don’t provide. Prove that you are the better choice.

I cover this extensively in Make the Phone Ring: A Step-by-Step System for Attracting Good Clients. It shows you how to get clients to see you not only as the best choice, but in many cases, the only choice.

If you don’t have it, you can pick it up here.

One way to show people an advantage is to show them that you are a leader in your target market or community. Someone people want to follow and listen to. Someone with good ideas. Someone who inspires others to take action.

Leaders attract people who like what they see and hear and want to follow.

In his book, Tribes, Seth Godin said, “The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Go there. People will follow.”

Do you believe in what you are doing in you practice or are you just making a living? Are you painting a picture of a better future and showing people where you are going? Are you someone worth following?

If you’re not sure if you are a leader, turn around. If there’s nobody behind you, you’ve got some work to do.

Learn how to attract new clients online and offline, click here.