Lawyers in all kinds of practices, at all experience levels and in firms of all sizes ask me all of the time what kinds of things they can do to improve their practices and attract better clients without spending thousands every month on marketing while they're struggling to grow their practices.
Here are five things you can consider to improve your practice, no matter what size firm you work for:
First, manage your commitments to ensure time for business development
One of the biggest reasons why lawyers have difficulty attracting the kinds of clients they want is that their business development efforts take a back seat to day to day client work. Despite your best intentions, chances are that you find no time 'left over' at the end of the week, the month, the quarter or the year for working on your firm rather than in your firm (or practice). To be effective, you've got to know how to manage your commitments so that you have time to do important work that's not directly related to handling client files.
Second, make sure you know your target market
Just because you practice in the area of estate planning doesn't mean that every client that might need an estate plan is the right client for you. Take some time to consider not only the demographics of your ideal clients, but other factors that determine whether a particular client is the right client for you (or you're the right lawyer for them).
Third, create a message that speaks to your ideal client
Too many lawyers describe themselves and their work by merely reciting their practice area and saying that they're a lawyer. Snooze. Many potentially great clients will either tune out or won't understand the legalese in your description; they won't recognize themselves unless your message speaks to them in a way that they understand.
Fourth, choose tools that make sense to you and your clients
Not all tools are created equal, and no two lawyers have exactly the same strengths. Are the tools you're choosing to promote your practice the best fit for you? Do they showcase your unique talents or the individual service that you provide to your clients? Are they the right tools, at the right time, and in the right place to reach your ideal clients? Do you know what tools are consistently effective in bringing in new business?
Fifth, create a practice that caters to your ideal client
It's all well and good to say that you provide excellent service, but do you live up to it in practice? Are you providing the kind of service that your clients want and need? Do you 'wow' them? Is your practice client-friendly?
If you'd like to join a community of like-minded lawyers and get some individual guidance in the above areas, you'll love my upcoming telseminar series, given with Paramjit Mahli of Sun Communications Group, entitled, "How to Grow Your Law Practice on a Shoestring Budget." It's an eight session series that covers all of the above and more, and it starts this coming Tuesday, October 9, so don't miss out. To learn more and to register, click here.
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