The odds of making a hole in one are 12,500 to 1. Would you bet on those odds when it comes to the success of your practice? When marketing for new clients, relying on one marketing source and hoping that’s all you’ll need is like taking these chances…which means you’re not likely to succeed.
In golf, the strategy is to take each shot as it comes, selecting the right putter for the goal you want to achieve (first, make it down the fairway, then to the green, then in the hole). Your marketing strategy needs to be the same: you need to meet clients where they are, taking it one step at a time, and never assuming that one shot will land you a client.
Implementing this strategy means paying attention to where your potential clients are mentally, and considering how many steps they’ll need to take before hiring you. This number might vary based on your practice area, and that’s what you need to figure out.
In most areas of law, clients don’t have to make decisions immediately — they can wait before retaining you, and talk to many other attorneys in the meantime. How do you nudge potential clients closer to the hole, without pushing them right past it?
Richard Jacobs explains in today’s episode.
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