How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

‘The Magneto Effect’ Bootcamp – Lesson #3 of 7

Lesson #3: “The Single Best Prospect For Your Intellectual Property Legal Services Business And How To Find Them?”

The first thing we need to do is realise that the legal services industry is pursued by people who have no idea how to market or promote.

I know that might sound a bit harsh, but that is the simple truth.

On the other hand that is the opportunity for you as I take you through this bootcamp series.

95% of Intellectual Property legal professionals are technically competent at what they do but have no marketing experience what-so-ever.

This is also why so many legal services partners and managers use what I call knee jerk marketing. In other words they call a meeting because they are not getting any enquiries and decide to do something. So they put an ad in the local paper or send a one page letter out to a random selection of businesses. Either way their advertising includes nothing that would make even the perfect prospect call them to find out more. And that’s it.

Anyone can do that. You don’t need any marketing skills what-so-ever.

And the only reason they do this is that is all they know how to do. But there are much better ways to build your business which is what The Magneto Effect is centred around.

The first thing we need to do is decide what our SPECIALISM is.

You can keep saying to everyone you do everything but no one is going to pay you higher than average fees if you’re a generalist. Plus in the eyes of an educated buyer you’re never going to be on the shortlist unless you’re seen as someone who specialises in solving their problem.

Once we’ve understood what it is that we specialise in we target the group of people that this specialism holds most value for. This is our NICHE.

But here’s the important part. Our target market has to consist of people who are already spending money solving problems your specialism deals with.

For example, when my business partner, Grant Eagle, first got started in business he developed a method of teaching people how to use software applications. The method focused on fitting Microsoft Office to the everyday tasks of office workers. In essence it taught the relevant 10% of the software that 95% of people needed to know to get the job done. Plus, because of this it only took half the time to deliver, saving companies thousands in staff downtime while their people were out of the office.

At this time Grant hadn’t long finished his rugby career and was very new to marketing his training service.

The more he thought about promoting his new system the more he thought it was so good that there was a huge opportunity to sell it to business managers whose staff would get the biggest benefit i.e. business managers whose staff had not received any formal training. He thought his form of new religion would convert these mangers and he’d be able to show incredible productivity gains.

And why not!?

Who wouldn’t want to improve productivity in the office by making the most used application for everyday office tasks, useful?

Well after 2 months of his brilliant plan I’ll tell you who wouldn’t…

Business managers who didn’t already have a history of spending money on training their staff!

What could have gone wrong with Grant’s plan to conquer the market!?

Well, simply put, you can’t sell music to the deaf no matter how great it is.  In other words you can’t run profitable marketing campaigns to people who don’t already have the desire to use or consume your service.

You can’t sell your service to someone who isn’t looking for it, no matter how ‘perfect you think they would be’ or how much money you think they could save or gain by working with you.

The first rule of marketing your Intellectual Property legal services business, is to sell services people want to buy, to the people who want to buy them.

Pretty basic stuff, but you’d be surprised how often people get it wrong, especially Intellectual Property lawyers.

Grant’s experience taught me a valuable lesson so here is what I want to leave you with today…

In your industry, you have two target markets:

The first is our potential clients who will buy your high priced services.

This target market consists of one primary group of people: those people who already buy or have bought your type of service in the past. That’s it.

Can you go further a field and spend time, money and effort spreading the net wider?

Yes, you can but that should be a “secondary” pursuit, meaning that if you stumble upon them or they come across you then great.

But at no point you should ever make those people the prime target of your marketing spend.

Only market to those who have proven that they are already in enough pain with enough money to solve their problem.

So we are looking for people already in the game.

Ok, our second target market consists of clients that are looking to spend money on information that helps them solve their problem or learn about solving their problem on their own first. This segment of your market is the ‘do it yourself’ market.

These people are the ignored majority and spend millions every year understanding how to solve or reduce risk in problem areas before employing the services of Intellectual Property legal services professionals.

For example, in Grant’s training business people spent thousands attending seminars and training courses learning about how they could use his method of training in their own companies.

Ironically a very profitable percentage of those people who bought information products and training seminars also asked Grant’s company if they would train their staff for them. So in terms of growing your services these guys are the life blood to funding your marketing.

So how do you uncover the right people in these two categories?

Well that’s easy these days thanks to the internet.

For example, you can set up an entire marketing and lead generation campaign using pay per click, online banner ads, articles, online press-releases and search engine placement.

Pay-Per-Click is powerful because it allows me to show my advertisements just to the people who are actively looking for what I’m promoting.

This is called “catch ‘em in the moment”, and it’s the foundation of your marketing efforts.

Now when it comes to finding clients, a lot of people ask me about calling lists of likely prospects.

Personally, I didn’t get into business to make cold calls every day. That’s what people do that don’t know any better. To be fair I was one of those people when I first started out.

But, I found a way to get clients to call me and this is what I teach others how to do in The Magneto Effect course.

Every day I get people contacting me and I didn’t have to lift a finger. It’s not hard to do. It just isn’t taught by many people because they want to keep it a secret.

In the end, the best way to get in front of more clients is to advertise, but you need to use Magneto’s strategies, or you’ll burn a hole in your pocket so fast it’ll be scary.

We’ll talk more about this in the next day or so, but right now I want to help you understand what’s going on inside your prospective client’s head…

For example, did you ever have a great meeting with a prospective client who was really interested, but for some reason they never contacted you again after that meeting?

Well, here’s why that happens and how to prevent it…

Find out these details tomorrow in lesson number 4.

See you then,

Eria Odhuba

Click Here To Get The Magneto Effect Working For You Today… You’ll Get Endless High Quality Leads And Attract Hundreds of New Clients To You Forever Without Ever Having To Sell!

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Eria Odhuba

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