Too many lawyers suffer because they haven’t defined who they most want to do business with.
The little-understood secret to a happier practice is systematically focusing your marketing on attracting your most ideal client.
And step #1 for systematically doing that is…
Define your ideal client. Which for many reasons is hard to do for most lawyers.
So let me tell you how to make it easier.
Don’t start by trying to figure out what your ideal client looks like. Instead, figure this out…
What do you stand for?
What are your core values? The things you most aspire to, or most disdain?
These are your most important beliefs about how things should be and how people should behave.
Once you have those listed out, you’ll better understand who your ideal clients are because…
Your ideal clients will share your core values.
Now you know why this exercise is so valuable.
So get started listing those values right now.
And, if you want a concrete example of this might look like, let me share my list.
My Core Values
My top priorities are as follows
- Fulfillment, Flexibility & Freedom (as opposed to financial gain, status, or the size of my business)
- Customer Quality & Satisfaction: I want high-quality clients with important objectives I know I can help them achieve
- Ninja-Efficient Operations: I prefer simple efficiency combined with radical leverage (e.g. the 80/20 Principle). This is especially important when using technology or helping others use it.
So those are my top three core values.
And by being clear about what I want in my own business it makes it easier for lawyers considering whether to work with me to decide if I’m a good fit.
That’s how you should market your practice too. Figure out who you want to work with, and make clear to them what your values are.
People who have similar values will more often choose you and appreciate your hard work.
Which is what you want, right?