Articles Posted in PLANNING

Handwriting of Marketing Strategy text on chalkboard with glowing light bulb
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?”

Target Market Means Aiming Strategy At Consumers Targeted

Since this is the basis of all marketing, I thought it would be appropriate to spend some time talking about what is a target market and how to locate yours!

A TARGET MARKET IS FIRST OF ALL:

240_F_71910526_GDWIvbNpykP6P9MpcpaSnJT79sPrvBn1THEY 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.

iStock_000025922965SmallI’ve always wanted to use that phrase because the media seems to use it to get your attention to buy stuff you don’t want!

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.

Young business woman trapped in a cubicle looking confused

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.

Find ajob made by many post it
You must “work” every day, except Sunday, between 7-8 hours on finding a job. (If you have been unemployed for a year, you should have worked over 2,240 hours so far.) And if you are on unemployment insurance, that’s what the government is paying you to do.

  1. Plan every day what you will do with your time.
  2. Figure out the hard stuff that almost no one else is doing to find work. This is things like listing every adult friend or acquaintance that you or your family have ever known and informing them you need a job. Ask them for referrals to their lawyers where your “target market” exists.(that’s a breathing attorney).

One of the most frequent questions client ask is : ” Can I save money by having my office in my home?”

The answer is WELL, MAYBE.

Laptop and coffee in outdoor office
Best to give this one a lot of thought before you go forward with hanging your shingle on your front porch.  First of all, it is more than likely that clients will know your home address at some time, even if you meet them at a coffee shop.  Certainly most of the time this is OK until you get that client from (you know where).  Then you are not protected from all kinds of tactics including stalking and harassing you.  Remember this is why attorneys rip off the address labels on magazines that they bring from home for their offices.

                                                                               New Life Red Button
Wouldn’t it be wonderful to know how to meet any challenge you might have in your career? Will keep tuned and in to two or three more blogs, I’m going to give you a system to approach how you deal with obstacles which come up in your work.  So print out this blog or save it and refer back to it when you are feeling stuck.

First, You will need to identify the KIND of challenge you are facing. Some of the more obvious ones are:

  • Financial/ not enough income

3d small people - new player in the teamI wanted to let you know that we are forming a Mastermind Group for Attorneys here in Santa Cruz, CA.  Below is the announcement.  If you don’t live in this area but are interested in attending a group , let me know.  We will be expanding into other regions by skype or phone shortly.

                                      DYNAMIC  ATTORNEY MASTERMIND GROUP FORMING:

Led by Eleanor Southers, owner Professional Legal Coaching and Mastermind Facilitator

  


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If you can decide this upfront, you can get whatever you want or need.  It’s as simple as that. 

The catch is that you have to come up with a wished for result that is reasonable and available.  I can’t ask that the result I want is to become a star ballerina within a year’s time (or a life time) because that is not reasonable nor achievable for me.  I could ask, however, that I become a good salsa dancer in a year’s time and that is achievable if I am willing to plan carefully and be committed to my goal.

You ask, how is this different from setting a goal?  Good question. Answer is that you have an “end” to work back from and are clear about what you want.  This makes goal setting much easier and more rewarding because you know exactly what you want the goal to materialize into.