Join us for this week’s rainmaking recommendation from trainer and coach, Jaimie Field.

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1,327,910

That’s how many lawyers there are in the United States according to the American Bar Association’s 2021 Demographics.

437,540

That’s the number of law firms in the United States in which many of those attorneys practice.

These are huge numbers!  How do you find a way to get new clients when there are so many other lawyers competing for new business?

I have been saying, for almost 20 years, that you cannot be all things to all people.  You need to:

  1. Create your ideal client profile or target audience profile, and
  2. Position yourself as the go-to authority that makes you the only choice for potential clients to hire in the area you practice.

You may have heard (or read herehere, and here)  that niche marketing is the way to go.

I still firmly believe that defining a niche that you would like to serve is imperative. This is one of the reasons you not only see “Practice Areas” but also “Industries Served” on your mid-market and big-law websites.  They know that when you become known as the go-to firm in that industry, people will begin to find you rather than you having to market your services all of the time.  But, this means you have to learn everything you can about that niche.

It is simple but not easy.

So, who is your ideal client? 

Who is your ideal client?  Do you already work with them?

Whether you do or don’t, you can create clone after clone of your ideal client (barring conflicts of interest) by taking the following actions:

1)      Write down exactly what your ideal client looks like.  Be specific.

2)      Research where these clients hang out.  Join the associations they join, be where they are as often as possible.  This can include social networks online.

3)      Communicate with them.  Most people will tell you everything you want to know about them or their business if you ask them about it.  People love to talk about themselves, their business, how they got started.

4)      Talk to your current “ideal client” and find out who they know who is like them.  Then, ask them to introduce you to these new people and provide the new group with information. For example, in email correspondence, blog posts, seminars/webinars, and articles written.

The more often you perform these action items, the more chances you will have to meet those who meet your criteria for the “ideal client.”

As always, you must be proactive.  Just waiting for the phone to ring will not bring you the clients you want or need.

And, as for how to position yourself as the go-to-authority, well, you will have to wait until we discuss the 20 other tactics listed in Rainmaking Recommendation # 245.

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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.