Now that we’re into the final quarter of the year, you’ll either be deep into your planning for 2016, or just starting to plan (hopefully). Rainmaking trainer and coach Jaimie Field has some great advice for you in today’s rainmaking recommendation that you’ll want to pay attention to!

***

I know the title seems obvious; however, you’d be surprised at how many attorneys are casting their lines (i.e. marketing and rainmaking) in locations where they will never find clients for their practice.  They are practicing random acts of networking, writing articles which don’t create authority, wasting time on social media marketing without a plan, and meeting people both on and off -line who will never become clients or referral sources.

Actually, the reason why I am writing in this metaphor is because I was invited to go fishing today by one of my neighbors. And even though I have never been fishing before, I know I am not going to catch tuna in a lake (they are a salt water fish) and I am not going to catch catfish in the ocean (they are a fresh water fish).   You have to figure out what you want to catch and where they are. 

This is one of the reasons why I am constantly asking my clients to choose a niche.  That niche can be based on anything, but if you know the group of people you want to target, you become more adept at finding out where that target market is hanging out.

You’ve heard the phrase:  “Be a big fish in a small pond” – to continue the metaphor.  That’s what choosing a target market is about.  When you choose the types of clients you would like to work with, you can create authority in that field.  You can become the “go-to” attorney in that target market.

Choosing a target market is not all that difficult.    You need to ask:

  • Who are the types of people with whom I would like to work?
  • Who can pay my fee?
  • Are they in a specific geographic location?  Business?  Industry?
  • Is this market large enough?
  • Who is my competition?
  • Will my target really benefit from my legal services? Will they see a need for it?
  • Do I understand everything about my target market and what drives them to make decisions?
  • Can I reach them with my message?
  • Where are they?

And that last part is going to be most important – you need to find out where your target market hangs out both on and off line.

Print:
Email this postTweet this postLike this postShare this post on LinkedIn
Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the goals of a global professional services network. She manages all major aspects of the Network, including recruitment, member retention, and providing exceptional client service to an international membership base.

In her role as Executive Director, Griffiths manages a mix of international programs, engages a diverse global community, and develops an international membership base. She leads the development and successful implementation of major organizational initiatives, manages interpersonal relationships, and possesses executive presence with audiences of internal and external stakeholders. Griffiths excels at project management, organization, and planning, writes and speaks with influence and authority, and works independently while demonstrating flexibility in thinking, especially in challenging situations. She also adapts to diverse and dynamic environments with constant assessment and recalibration.

JD Supra Readers Choice Top Author 2019

In 2021, the ILN was honored as Global Law Firm Network of the Year by The Lawyer European Awards, and in 2016 and 2017, they were shortlisted as Global Law Firm Network of the Year. Since 2011, the Network has been listed as a Chambers & Partners Leading Law Firm Network, recently increasing this ranking to be included in the top two percent of law firm networks globally, as well as adding two regional rankings. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry and was included in Clio’s list of “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful, and useful.” Ms. Griffiths was recently chosen as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.