On the first of three episodes focusing on how to effectively market your law firm business and attract ideal clients, we share with you excerpts from The Wealthy Woman Lawyer’s Guide to Law Firm Marketing in the Virtual Age: 10 Bold Actions to Take Now to Attract Your Ideal Clients with Total Ease.

In this episode we cover getting to know your prospects including:

  • How to identify your ideal client 
  • Clarifying the problem you solve
  • Locating your ideal clients (figuring out where they hang out)
  • And much more

Listen now…

Mentioned in this episode:


Davina Frederick: Hello, and welcome to the Wealthy Woman Lawyer Podcast. We believe all women lawyers deserve to be wealthy women lawyers. Our mission is to provide thought provoking, powerful and practical information to help you in creating your own sustainable, wealth generating law firm without overwork or overwhelm so you can live your best life. I’m your host, Davina Frederick. And today we’re going to do something a little bit different on the Wealthy Woman Lawyer Podcast. In that I am going to share with you some information from my new book, The Wealthy Woman Lawyer’s Guide to Law Firm Marketing in the Virtual Age: 10 Bold Actions to Take Now to Attract Your Ideal Clients With Total Ease. 

This is part one of a three part series, just to give you some key tidbits and insights from my new book. And also I’m going to share with you how you can get your own copy, you can get a free pdf download of this book. And I’m also going to share with you how you can get a hardcopy. So but today, what I want to do is I want to talk with you about the first three actions that you should take if you want to attract better clients. You know what I’m talking about better clients, those clients that don’t make you want to just scratch your eyes out with when you see their number come up on your phone? Those clients that make you do your happy dance, because they hired you to do something for them. And you’re so excited about the opportunity to serve them and work with them. 

So you know, those clients are you probably had those clients that make you really happy and those clients that don’t. So I’m going to share with you three, step three, the very first three actions to take, if you really want to start attracting better clients, and eliminating those clients who are difficult to work with, and don’t like to pay their bill, which you know, we don’t like none of us like that, right. 

So the very first action to take if you want to attract better clients is really getting clear on who your ideal client is. So this is identifying your ideal client and getting really clear on who that client is for you. And this is like a really simple concept. And I know a lot of people may have already done some of this work. But what I want to say about it is that it goes beyond sort of saying I would like a good client who can pay me, right. That’s kind of usually where we start. We think of our ideal client is I want somebody who, you know, needs the services I require, and they pay me. But really, when you think about it a little more deeply, there’s a lot to identifying a lot more to that in identifying your ideal client then just sort of that baseline concept. If you’re saying to yourself, Well, you know, anybody can be my client, I provide services anybody can use, then this is your, your cue to listen up, pay attention, because that’s likely untrue. 

The only thing that might come close to that might be, let’s say, with personal injury lawyers who specialize in auto accidents, they may think, oh, well, you know, anybody can use my services. Because at first you might say, well, they have to at least be a driver, a legal driver, to be able to use my services. But that’s not really the case. Anybody who rides in an automobile, even a, an infant, young child, or whatever, could be a client for personal injury lawyer. So there are exceptions to this. But for most of us, identifying your ideal client involves really digging in not just to the demographics of the client, but to the psychographics of the client. 

So I recommend that you, you get the book and I walk you through the exact steps you need to take to identify who that ideal client is for you. Because it’s going to vary based on not only your practice area, but your geographic location, and your own law firm culture, and personality. Because some people may be a great client for one law firm, but not be a good client for another law firm, even though they offer the exact same or very similar services. So for you to know who your ideal client is, I recommend you go through this process and really think deeply about it. I’ve given you tools in the book to help you do that. And I’ve given you some examples, which will maybe really get you thinking about this a little deeper level. 

So the second action you need to take once you have identified who your ideal client is, is to clarify the problem you solve for them. Now you may say to me, well Davina that’s easy, I’m a family law attorney and I help them get divorced. And that to you may be the problem that you solve for them. But what I’m asking you to do here is again, just like with identify who they are, to begin with, is to really dig a little bit deeper about the problem you solve for them. What is that thing that keeps your clients up at night, tossing and turning, and two or three, unable to sleep, they’ve got the agita, they’ve got, you know, all that anxiety, and you know, they’re getting up sick in their stomach, they’re not sleeping well, those are the problems that you really want to identify on a deep level. 

So for instance, with a divorce, it might be that someone is sleep, not sleeping well at night, because they’re in a relationship, that their spouse is cheating on them. And so they feel really, you know, hurt and angry by that. Or it may be that they have a spouse who is hiding money or has a different money philosophy than they do. And so they’re fighting a lot over money. There’s all kinds of reasons that are sort of underlying their reason for seeking a divorce. And that’s really what you want to tap into is that emotional trigger, that is, is going to get them to take action, not just to hire an attorney, but higher you. So you want to be able to show them why you are the best attorney for them. If that is the case. 

And you know, there are some attorneys I know, to continue with our family law theme that said, listen, if you are a client, you Mr. Client are the kind of person who is wanting to get revenge against your spouse for something your spouse, you perceive that your spouse is done, and they may be completely legit in in their desire. It may be that you are not the best attorney for them, though, because that’s not what you, you don’t want to be a part of that that’s not your approach, your approach may be different. And so it may not be the best, you may not be the best attorney for them and they may not be the best client for you. And so you perhaps want to refer them to somebody else, you know, who kind of takes a different approach that wants to serve client like that. So clarifying the problem you solve is the second action you want to take. 

The third action is to locate your ideal clients. And this one is the tricky one. Because everybody’s that this is the question that most people have is, where do I find these ideal clients? Right? So I’ve given you some exact steps to take to figure out where do your clients hang out, and how to how to get in front of them with your message, how to get clarity on your message and get it in front of them. So you become highly attractive to that ideal client. So that the three steps the first one is identify your ideal clients. Second one is clarifying the problem you solve and three is locating them, where do they hang out. 

And when we talk about where they hang out, we could be talking about not where they hang out physically so much, although that may be a part of it. But particularly right now, with the pandemic, people may not be may not be hanging out physically certain places, they may be hanging out at home. And that’s important for you to know as well, if you’re trying to get in front of them. But you may also consider where they hang out on social media. What social media do they use? How do they use it? What books, magazines, do they read? What podcast or television shows do they listen to or watch? Taking a look at where they hang out, is really much more all encompassing than just thinking about, you know, going to a networking meeting, for instance, which a lot of people are not doing these days. So we definitely This is a great time for us to really be thinking about alternative definitions to hang out where people hang out. 

So for instance, if your client is a 50 year old, professional man in business he might not be on he’s most likely not an Instagram might not even be on Facebook, he’s probably on LinkedIn. If we were to look at his social media habits, it could be that he’s not on social media at all. And you have to take a look at where what what does he do with his recreational time? What does he do with his networking for work? What magazines does he read? What trade conferences does he participate in or go to? Where does he look for resources to help him, you know, do his job better, or whatever. But you’re digging a little bit deeper into that demographic and psychographic profile, so that you understand where you could find him. 

And that’s going to be a very different client than let’s say a young single professional woman of color who may hang out in, you know, may love Instagram. And that’s her, that’s her jam and where she hangs out, and spends a lot of her time to be a great place for you to connect with her there. So those three action steps are the first action steps I share with you. In the book, if you want to get your copy of it for free, you can get a free pdf download by going to www.wealthywomanlawyer.com/book that’s www.wealthywomanlawyer.com/book. And there you’ll be able to access immediately a free pdf download of the book, so it won’t cost you a dime. The reason I am giving away this book for a certain limited amount of time is because I want to get it in the hands of as many women law firm owners as possible. So that you will be able to begin generating the money that you need the revenue that you need, by working with those ideal clients. 

So you will have resources to grow you and scale your law firm business a lot faster. As you grow and scale your law firm business, you’re going to need a team members, you’re going to need systems in place, you may need to automate some of those systems, they may need certain technology, you’re going to need other help, perhaps with HR or with your accounting or bookkeeping, all kinds of other facets to the business. And the more resources you have, from clients of coming in and just clamoring to hire you and work with you, the better you, the happier you’re going to be first of all, because you’ll be able to cherry pick which ones you’d like to work with. And also, that’s going to give you the financial resources that you need to be able to scale your law firm a lot more quickly. 

So that’s why I’ve made this book available for free. You can also get a hard copy by going to that same link. We do offer an option there for you to to buy the hardcopy or you can go to your favorite bookseller website. It’s available on Amazon, Barnes and Noble and a few other bookseller websites. So you can go there and just buy it directly. You can also get one for eReader like Kindle, as well as purchasing the hardcopy. So get this book because I think if you’ve got questions about marketing, maybe what you’re doing in marketing is working great for you. But you want to get better at it. Maybe you’re ready to uplevel from doing organic content marketing to doing paid advertising and you want more information, grab the book, read it, it’s a quick read. 

It’s, I wrote it to be very straightforward, and no nonsense. A practical guide you can pull out again and again to go back and just revisit your marketing as you scale your law firm. So I hope you enjoy it. I hope you’ve enjoyed this content I provided today. This is the first in a series of three podcast episodes. Where I’m going to be sharing with you some marketing secrets and tips from my new book. The Wealthy Woman Lawyer’s Guide to Law Firm Marketing in the Virtual Age: 10 Bold Actions to Take Now to Attract Your Ideal Clients With Total Ease. Again, this is Davina Frederick. And I’m so happy you where here today. I hope you enjoyed this content. If you did, please, please please leave us a review on your favorite podcast app where you’re listening to this and let us know if you enjoyed it. And if you take action on some of these things, let us know the results of that. We’d love to hear. Thanks so much for being here.