How To Attract Clients Without Hard Selling

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

Why IP Lawyers Need To Invest In Their Businesses To Attract New Clients

How often have you seen other IP lawyers grow their business more than you despite the fact that you are just as skilled as they are, perhaps even better?

How do they do it?

There could be lots of reasons for this, but there is one thing you can do to rectify this situation. You have to invest in yourself, and your practice, or you will continue to miss out on potentially lucrative opportunities.

You may think it is hard enough keeping up with latest regulations and changes in the way lawyers have to deal with clients and regulatory bodies. Well, so do your competitors who are doing better than you.

Now, investing in yourself does not mean you have to spend shed loads of money. Fundamentally, you have to identify the results your prospects and clients are really looking for, and then put systems in place to do 2 things:

  1. Effectively educate them on how to achieve their desired outcomes.
  2. Market the benefits and results of what you do best.

Everything you do is then geared towards having a business where you create interactions that result in great experiences for the prospects and clients you communicate with. More importantly, you should be able to track the results from the activities you do. You have to know how effective your online and affline adverts, sales letters, calls and seminars are in terms of client attraction. You also need to know on a daily business (or weekly in the least) what resources to reinvest in specific actions that are more effective at helping you attract clients.

The problem comes when you always think of marketing as a seperate activity to core IP legal services that you can turn on and off when you are less busy, have more money set aside or as something to do after some specific event has taken place. This type of mindset will almost always result in ineffective campaigns, and simply reinforce the view that marketing is either not necessary or does not work for IP legal services professionals.

Investing in yourself should result in the position where you know how many prospects you have in your pipeline, how many are interested in what you have to say (i.e. how many have opted-in to get information from you), what they have already spent with you and the services they are currently not buying from you.

You also have to make sure you focus on what you do best. Anything that you can delegate or outsource should be done immediately.

So what has all this got to do with having an effective web marketing strategy in place to attract clients?

Everything.

You can not cut corners when it comes to investing in your IP legal services practice. Doing things on the cheap will result in poor business performance. You have to think about the brand you are building, and how the various touch points people have with you enhance your brand.

Once you and all your colleagues use the technology available to create systems to educate prospects and automate your communications,  learn the value of effective copywriting so that you create collateral that talks to the fears and frustrations people have, and use direct response marketing techniques to get positive responses  immediately, then, and only then, will you get the growth you desire for your IP legal services practice.

If you want to know how to use The Magneto Effect to build an effective web marketing strategy and attract an endless stream of clients or prospects to you, please sign up for the FREE 7 day video series. You will never think of web marketing the same way again.

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