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.
AT A RECENT SEMINAR FOR LAWYERS, I MENTIONED THE IMPORTANCE OF KNOWING YOUR TARGET MARKET. THE RESPONSE I GOT WAS “WHAT IS A TARGET MARKET?”
A TARGET MARKET IS FIRST OF ALL:
- Many attorneys have big egos and don’t want to admit they need help. They are afraid they will look weak and not competent.
- Many attorneys don’t want to admit that they actually had lots of help just graduating from Law School, passing the Bar and finding work. They actually feel they did it all on their own when in fact, family, teachers and others provided much needed help along the way.
You might consider a few therapy sessions if these simple suggestions don’t work for you. Because, let’s face it….you can’t be a successful, happy attorney unless you can handle a lot of negativity. Solos have it even worse because they frequently don’t have anyone to “vent” or discuss the turmoil in their practices.
Anyway, let me give you a couple of ideas that might help or at least “band-aid” your angst.
- First, remember that none of this is PERSONAL. It is not about YOU. Most of the people who give you a hard time are doing it for reasons that have nothing to do with reality. It is about how they are choosing to handle the situation.
You can look up ways to market your business, you can look up ways to be happier and you can look up information about just any problem you are having. But what is the “clincher”? You are getting an opinion designed for everyone, not just you!
I give a lot of value by publishing a book about being a better lawyer. It is extremely helpful and is really a self help book for lawyers. But, believe me, it’s nothing like working with me in a one on one coaching arrangement. This is also true of the talks that I give. You get value but then you may not be able to actually use it.
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.
However, I want you to “buy” my stuff. Why? Because coming out of denial and starting to market strategically and consistently is the way to increase your profit as well as your ultimate success.
For three weeks you have hopefully been reading about target markets and mission statements. But have you done any work about implementing them? This is where I hear solos saying they don’t have time, etc. I once heard that you have as much time as Beyonce! She gets a lot done and looks great.