Please please me
The title of the first Beatles song has a lot to do with your clients. My own marketing mantra is ‘Clients First’ but this song title would work equally well as your own marketing mantra.
However, should you set out to please all of your clients all of the time?
The answer is a very firm no, and is well summarised by a Bill Cosby quote:
“I don’t know the key to success, but the key to failure is trying to please everyone…”
Hang on a minute Nick, first you said it is a good marketing mantra, now you are saying it isn’t. What are you trying to tell me?
What I am trying to say is that for your perfect client, you should really go out of your way to please them, but you shouldn’t do this for everyone who might be a client.
Do you know who your perfect client is?
If you answered yes to that question, are you sure? Can you write on one piece of paper where you could go tomorrow to find 100 people who could all be your clients next week or next month? If not, I suggest that you have some more work to do.
Perhaps it will help if you hear more detail.
I used to say that my perfect client was a solicitor (perhaps not surprisingly).
However, when it comes to working one on one with a client, I can be much more refined about who that solicitor is now.
That solicitor is a sole decision maker in a practice (commercial, private or both), who is an action taker and is committed to growing their business quickly.
If I start working with a client in this position, I know that I can help them to achieve amazing results very quickly.
So who is your perfect client?
Who do you work best with?
Who do you do your best work for?
Who makes you feel like a brilliant lawyer when you finish their matter?
Narrow down your perfect client, and then you can start talking to them in all of your marketing communications and attracting more of them to you.
Saying that you act for every type of client in every situation makes it very hard to portray a clear message to your prospects.
If you would like some help on identifying your perfect client, or any aspect of your marketing, why not set up a free 20 minute telephone consultation with me? Simply enter your details into the box below to receive my free guide, then reply to the email you receive and we can set up a time to talk (no cost or obligation).
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