In this informative marketing tips podcast, Richard Jacobs, the founder, and president of Speakeasy Marketing, Inc., discusses the topic of market segmentation.
Richard Jacobs has over a decade of experience in attorney marketing, and his company, Speakeasy Marketing, Inc., has helped hundreds and hundreds of attorneys and attorney firms implement innovative marketing strategies to grow their businesses to new levels of profitable success.
Jacobs provides examples of several different kinds of potential clients who would be seeking a divorce or annulment. As he states, which client would you want—a young couple with no assets who simply wants an annulment or a married couple with a 30-year marriage, many financial assets, including houses and cars, vacation homes, investments, etc.? While the young couple’s annulment may be easy to handle, that type of work will not increase your firm’s bottom line, whereas the older married couple with many assets will be willing to pay more for a quality divorce that handles their affairs efficiently and in the manner that they choose, that protects their assets and honors their wishes.
The key, Jacobs states, is to target your markets. In order to get the higher-end clients, you need to market directly to them. Change your website’s copy to cater to older couples. Change your website’s images to reflect a more mature audience, clients who have lived a long life and have the financial means to afford quality legal representation for their important affairs. From alimony to assets, to business ownership, etc. attorneys need to retool their marketing copy and materials to mirror the lives of the kinds of clients they want to attract.
And in regard to DUIs, Jacobs reiterates that you may want to consider reworking your marketing materials to appeal to older clients. Do you want an 18-year old client with a DUI who has an hourly wage job and is just getting by, or do you want a more mature client who has a business, and a reputation in the community that he or she cannot afford to have sullied by the scarlet letter of a DUI conviction? An older client with more at stake will be a better client for you.
No matter the area of your practice, regardless of your legal specialty, every attorney and attorney firm can benefit from taking a hard look at all their website copy, marketing materials, and their general window appeal in terms of who they are attracting as clients. Jacobs underscores the importance of knowing who you want to attract and marketing directly to them. He states that you should not live in fear of alienating some potential clients, because if you try to attract every kind of client, every demographic, then you’ll end up with marketing copy and materials that are bland and really not very interesting to anyone. For when you try to appeal to everyone you may just find that you appeal to no one at all.
When you’re ready to get started on a new, more profitable marketing path, contact Speakeasy Marketing, Inc. and let us help you. We know how to get results!
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