Spotlight Branding - January 2020

Spotlight Branding - January 2020

JAN 2020 (800)-406-7229 SpotlightBranding.com

YOUR IDEAL CLIENT IS JUST 3 STEPS AWAY Don’t Let Them Slip Through Your Fingers!

To grow your law firm, you need to either leverage your current clients or add new ones. It’s that simple. The first option can be challenging, depending on your practice area, so for most lawyers, bringing in new clients is the way to go. That said, many lawyers dread the process of tracking down clients —understandably, too! If you go the conventional route, it will probably feel like you’re stumbling around in the dark, wasting precious time, money, and resources on finding the right people tomarket to when you could be doing vital research or dominating in the courtroom. Worst of all, in the end, you’ll probably still end upmarketing to the wrong people or wasting your money on ineffective advertising. Luckily for you, I have years of experience giving lawyers access to their ideal clients, and I’m ready to hand over my secrets. Take this three-step shortcut to reach your perfect clients in a snap and bring them straight to your door. — AND DON’T DISMISS THE DETAILS. Inmy experience, a lot of business owners miss the bullseye when it comes to identifying their target market, and the first problem is they don’t sit down and put thought into whomexactly they’re looking for. Obviously, your soon-to-be clients are people who need your legal services, but you can go deeper than that. If you’re in estate planning, for example, consider which specific group needs your help. Are they business owners? People with families? Why not take it a step further 1. PINPOINT WHO THEY ARE

and say middle-income families, or wealthy families? Then, think about the gender, age, and even hobbies of those people. Don’t try to be everything to everyone. Instead, ask yourself, “Who aremy services the ideal solution for?” and zero in on those groups.

“OTHER BUSINESS OWNERS HAVE ALREADY DONE THE LEGWORK FOR YOU, AND ALL YOU NEED TO DO IS PROFIT FROM IT.”

2. ASK YOURSELF, ‘WHO HAS GATHERED THESE PEOPLE

ALREADY?’ This step is critical, and will save you amassive amount of time. Once you’ve identified your target market, the next big question is how you’ll reach them. Howwill you drive these perfect clients to your website? Howwill you get them to dial your phone number or even realize that you exist? Well, it’s actually easier than you think. Other business owners have already done the legwork for you, and all you need to do is profit from it. includes families and couples who are either already getting divorced or might be interested in splitting. So, ask yourself, “Who has gathered those people already?” Marriage counselors have, alongside CPAs and even local women’s shelters! If you can connect with those groups, they can become your referral partners. You can also target clients based on their hobbies and interests, which include virtual meeting places as well as in-person ones. A lawyer practicing small business law, for example, might look for clients at the Chamber of Commerce, in the subscriber listings of Entrepreneur magazine, or on a Here’s what I mean. Say you’re a family law attorney. Your target demographic probably

local Facebook group for business owners. Nationally, a group like the Entrepreneurs’ Organization would be a great start (it would work onme— I’mamember).

3. SHARE A MESSAGE THAT

RESONATES. Finally, to bring these clients into your office, you need to share a specific, targetedmessage that resonates with them. This is where knowing your demographic to a T comes in handy. Once you knowwho needs your services and why, you can cater your offer to their needs and even send it out into the spaces — including websites, podcasts, and print publications — they frequent. law firm that specializes in helping women through their divorces, for example, that target demographic will affect your content, branding, and imagery, and we’ll know how to integrate it seamlessly. Head to SpotlightBranding.com/NL/ today to learnmore about what we can do to help your law firmgrow. –Marc Cerniglia SpotlightBranding.com Here at Spotlight Branding, we specialize in making that last step happen. If you run a family

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YOUR KEYS TO LAW FIRM GROWTH IN 2020 IF YOU HAVEN’T DONE THESE 3 THINGS, YOU’RE HOLDING YOURSELF BACK!

2. DOCUMENT YOUR CORE PROCESSES One of the biggest mistakes law firms make is failing to have a manual, checklist, or other document to share with new hires that outlines core processes. This is a vital step because the only way you can trust a hire to do exactly what you want, in the way you want, is to offer them a procedure to follow. If you already have employees working without a checklist (and likely forming bad habits), put down this newsletter and write one up now before it’s too late! 3. RAISE YOUR RATES If you haven’t raised your rates in the last few years, now is the time. One of the most effective ways to create more capacity in your firm and improve margins is to charge more. Specifically, charge the rate you’ve wanted to charge all along . Lawyers often get pushback on their prices, but the truth is when you try to compete on price, you end up making the conversation about rates when it doesn’t have to be. Instead of focusing on price, focus on the value of your services and don’t worry about your competitors’ prices — the second you do, your clients will worry, too. If you want to stop competing on price, just stop! Once you’ve made these three changes and are ready for next steps, reach out to Spotlight Branding at SpotlightBranding.com/NL/. We specialize in taking firms like yours to the next level!

We won’t go so far as to say growing your law firm is simple, but with the right tools, processes, and strategies in place, it should be easy. With that in mind, our team put together a checklist of three easy steps you can take to help grow your firm in 2020. If you haven’t made every single one of these changes, you’re holding your firm back from reaching the level of growth you deserve! 1. HIRE A BOOKKEEPER If you’re still managing your own books, we have some bad news for you: You’re the most underqualified, overpaid bookkeeper in your town. For the rate you charge your clients, you could easily hire a competent, experienced bookkeeper and save yourself money and hassle. While it can be difficult to trust someone else with this vital information, it’s a step you have to take. With a bookkeeper in place, you can get back to running your firm and practicing law!

CLIENT SUCCESS STORY THE MATUS LAW GROUP: ESTATE PLANNING

The Matus Law Group, led by attorney Christine Matus, is an estate planning law firm in Toms River, New Jersey. In addition to their estate planning work, the Matus Law Group has a unique focus on children with special needs and helping families navigate the legal and educational challenges they face. Prior to coming to Spotlight Branding over four years ago, the firm was handling all their marketing on their own and struggling

“I receive messages on a regular basis from prior clients who love our message, love our newsletter, and say they have a referral for us or have been thinking about the things we’ve been writing about and that they need to see us,” says Christine. “That’s so satisfying.” In the four years Christine and the Matus Law Group have been working with Spotlight Branding, they have grown by 67% to become the 77th fastest-growing law firm in the country, according to >Page 1 Page 2 Page 3 Page 4

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