MY TARGET MARKET: HERE I COME!

Last week we went over some ideas in how to figure out who your target market(s) is.

THIS WEEK, WE ARE GOING TO FIND OUT HOW TO CONNECT AND ALLOW THOSE TMs TO KNOW WHO YOU ARE AND HOW YOU CAN HELP THEM.

There are a few rules that should be discussed before we begin:

  • Always identify what your main TM’s needs are before you start.
  • Be sure to get as much information as set out last week, about your TM before starting.
  • Identify any person or entity that your TM might go for legal advice or referral.
  • Designate these “gatekeepers” as a new TMs and devise a strategy to contact them in the same way you are doing for other TMs.
  • Widdle down your TM’s description to the specifics.  Don’t worry about excluding anyone at this point.(for example- “People who don’t have a will or have an outdated one” TO “Parents  who don’t have a will or have an outdated one” TO ” Parents  who own their home and don’t have a will or have an outdated one.)
  • Ask yourself: What could I give to this TM that he/she can’t get anywhere else. (here it can be personal service like coming to their home or with the above example, it might be expert tax and wealth saving information).
  • Be creative. Think Outside the Box.
  • Decide what  tangible small value you can give to your TM right away. (example: A planning booklet to keep all the necessary probate information in and to let their heirs know what’s available).

NEXT MAJOR PLANNING ITEM FOR YOUR MARKETING PLAN IS TO DETERMINE YOUR BRAND.

How are you going to brand yourself????? As an expert? As an experienced attorney who can save time and money? As a parent and care giver yourself who understands the needs of his/her client?

Whatever your BRAND may be, it should reflect and answer the needs of your TM.  No client wants to hire an attorney who doesn’t know what they need and want.  Use stories of past successful results to assure your potential client that you want to take care of his/her problems. You have the knowledge and the expertise to do it!

PLEASE NOTE THAT I AM TRYING TO MAKE MARKETING AS SIMPLE AND DIRECT AS POSSIBLE. AS YOU GO THROUGH THESE EXERCISES YOU SHOULD BE KEEPING THEM SEPARATE FROM YOUR OTHER WORK. BE FOCUSED ON GETTING THAT GPS TO ALL THE CLIENTS YOU WANT. MORE NEXT WEEK……

STUCK IN THE SAHARA WITHOUT A GPS?

IT’S THE SAME AS RUNNING A FIRM WITHOUT A MARKETING PLAN.

Last week we talked about target markets and this week we need to see what the next step is to using that identified target market(s). So here we go:

  • Decide what the exact needs of your target market are.
  • If having trouble deciding do some interviews and find out.
  • Prioritize at least 3 Needs.
  • Taking those Needs, first incorporate them in your Website and Linkedin Accounts.
  • Now follow up those posts with how you would solve those needs. For instance if one of the needs to get information about a legal question, indicate that you can do that.
  • Be careful to only indicate how you will go about helping them solve the problem.

Next Steps:

  • Take the first of your identified target markets(if there is more than one) and decide the following:
  1. Where does your TM go to get advice (internet, friends, other attorneys, etc.)
  2. What does your TM read?
  3. What other interests does your TM have?
  4. What causes your TM stress?
  5. Can you identify which age group most of your TMs fall into?
  6. Is your TM within a certain financial baseline? what?
  7. Where does your TM spent most of his/her time?

Continue to do this and add more questions about the details of your TM until you feel like you really know their needs. Then do this with all your identified TMs.

THIS WILL BE THE BASIS OF YOUR MARKETING PLAN. MUCH MORE TO GO. STAY TUNED FOR NEXT WEEK WHEN WE WILL GO INTO HOW TO ACTUALLY LOCATE YOUR TMs AND HOW TO “TOUCH” THEM!

WHY SOLOS DON’T MARKET EFFECTIVELY

THEY ARE SCARED AT SOME LEVEL

I know you don’t want to hear this, but there are many attorneys who don’t really want to market themselves or their firm out of pure fear.  Unfortunately, solo attorneys don’t have a choice and have to market their services or be working at a severe disadvantage.

Introverts especially don’t like to feel that they are “imposing” on others.  So let’s look at some of the reasons that solos may be afraid to even do a marketing plan for their firm.

  • they feel their services are not worthy
  • they think that they might offend someone by asking for business
  • they think that they are entitled to business without having to extend themselves
  • they are afraid of the time it takes to market correctly
  • they don’t like to plan because then they have to try to meet goals
  • they don’t buy the notion that every solo has to be a marketing guru
  • they think that they don’t know how or have the skills to market

This last one leads to real trouble because frequently solos will spend big dollars to hire someone to market for them.  Unfortunately, this only really works when the attorney knows how to market and exactly what he wants the outcome of the relationship with the “marketer” to be.

In other words, it is the preplanning of an entire marketing campaign that coordinates the various outlets (Linkedin, Avvo, website, blog, networking) with a  targeting of your specific market that reduces the mistakes and overspending.  Read my previous three blogs to get even more information.

If you are unsure how to market or your marketing is not working, it’s time to review what you are doing and to revise your marketing plan (or get one LOL). In this economic climate, the best way to do this is to not only take into consideration how you want to market, but what this diverse culture needs.  Marketing to millennials is different from the people in Generation X, let alone Y.

GOT YOUR ATTENTION?  HOW ABOUT IMMEDIATELY REVIEWING OR CREATING A SOLID MARKETING PLAN FOR YOUR FIRM. CALL ME IF YOU NEED HELP WITH THIS.  I HAVE SUCCESSFULLY HELPED AT LEAST 100 LAWYERS WITH THIS!

THE ”REAL” TRUTH OF MARKETING FOR SOLOS

HERE IT IS:  IT’S HARD WORK!!!

 

Marketing starts with( in this order):

  • Carefully Defining Your Target Market
  • Mission Statement
  • Elevator Speech to Incorporate into Marketing
  • Three Month Marketing Plan including all the marketing categories.
  • Goal Setting for the First Month
  • Calendaring the Goals Faithfully Each Week.

The only thing I left out was the different marketing categories which you need to take one by one and set out your goals.  They are:

  • Risk Reduction (what clients don’t you want).
  • Advertising
  • Public Relations
  • Direct Mail
  • Website and E Promotions
  • Endorsements
  • Branding
  • Networking
  • Budget

Take each of categories and write down how you will market through them.  Do some reading or call me for some help if you get stuck.

NOW YOU HAVE THE TRUTH, GO FORTH AND GET ORGANIZED FOR SUCCESS!

GET CREATIVE WITH YOUR TARGET MARKET (think outside the box)

 

So you have taken a week to absorb my last blog and to reflect on EXACTLY who your target market(s) is. Next………

I’m sure you’ve been told the next step is to find out where your target market hangs out, what they read, etc.

FORGET THAT: START TO GET CREATIVE WITH THIS.

  • First, step into their shoes.  Again let’s take the example from last week about the probate, wills, trust attorney. If you were to target market(TM) the young family market, pretend you have just started a family(or remember when you did) and begin a journal about what your concerns are.  I think you will find Mothers have different worries than Fathers.  Also people who are starting their families later in life are in a different situation.   Think about any differences in concerns for that age group? Write this in your journal.
  • Instead of just finding out what the TM is reading, read it yourself.  Buy a parent magazine and see what the subjects are about.  Check out Amazon and find out what books young families s are buying. Read them. Put the information you find out in a separate part of your journal.
  • If you know a new family, interview them. Tell them you are writing an article on what worries new parents the most. To make this sincere and legitimate, you are going to also have to write the article as well, which is a good thing.

These are just a few ideas that I thought of to start thinking outside the box.  I’m sure you will come up with many more once you stop thinking in only the traditional way.

THE NEXT STEP: Believe it or not, is to start formulating your Business Mission Statement. 

You can go to the internet and find instructions about how to formulate a good mission statement.  I suggest you have both a business and a different personal mission statement. They will overlap somewhat but separating them seems to make more sense to attorneys.

Once your business mission statement is completed, you will use it as the basis for all further marketing including your LinkedIn profile, Website, advertising and all written communication.  Even a shortened version on your stationery!

Remember good mission statements are sincere and filled with real promises that you will fulfill.  Not just what you think you should be saying but how you plan on being of value to your clients.

Let me demonstrate using our example above.

BAD “I am a highly experienced and gifted attorney who will fulfill your every wish in the end of life documents I draft for you.” (this doesn’t tell the reader what needs the attorney is satisfying and is much too self serving and overblown. Additionally, the term, end of life, is scary.)

GOOD  “ A firm dedicated to helping you fulfill your wishes to have a secure and accurate distribution of your assets”(the word accurate is not exactly right, but best I can do right now). ( You can see the difference in that this ones speaks directly to the potential client and tell him/her your promise.)

This gives you enough to think about and implement next week.  Remember, I will be writing at least four more blogs on Solo Marketing helpful information. If you actually implement these new approaches you should see results in about three to six months.  Let me know how it is working for you.